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Article

When Diversey, a provider of B2B cleaning products, lost its way after repeatedly changing hands, it turned to semiotics to reposition and rebrand itself.

News

LONDON: As many as one million people may have watched Saturday’s Pride march in central London celebrating the LBGT community, but activists have voiced concerns about the role played by corporate sponsorship.

Article

Outlines the implications for agencies presented by the digital revolution, social media, e-commerce and artificial intelligence.

Case Study

ANZ Bank Australia highlighted its partnership with the Sydney Gay & Lesbian Mardi Gras by redesigning its ATMs, banks and website to show its support.

Case Study

TUI, a British leisure travel group, launched a three-phase internal campaign in the UK to prepare its colleagues for its rebrand from Thomson and Falcon to TUI.

Case Study

The Communication and Information Technology Commission, a government body, used an animated film and events to explain the dangers and risks of the internet to children in Saudi Arabia.

Case Study

The Free Democrats Party (FDP), a German political party, regained its place in the German parliament by rebranding itself and launching a documentary and PR stunt to attract the support of millennial voters.

Case Study

Timberland, a manufacturer and retailer of outdoors wear, increased its sales and reconnected with Asian consumers by rebranding itself as Teeboolang in China and creating a campaign video for its classic yellow boots.

Article

The Advertising Research Foundation (ARF), the trade body, is encouraging the market-research industry to double down on the use of science in tackling major questions.

Article

Gives a global industry overview of the soft drinks category, including leading companies and brands, the top five trends shaping the industry and market snapshots.

Article

Global strategies, campaign updates and trends in the insurance category.

Article

Global strategies, campaign updates and trends in the energy drinks category.

Case Study

MetLife Japan, a life insurance company, made the conversation around life after reitrement easier in Japan by launching a multi-media call to action campaign.

News

BERLIN: Behavioural economics suggests that small changes can have major effects, but these may not necessarily be in the ways a brand expects, as the experience of online language-learning business Babbel demonstrates.

Article

GoDaddy, the internet services firm, has successfully moved beyond attention-grabbing sexist ads to embrace a brand and corporate strategy that is based around inclusivity.

Case Study

Day One, the UK non-profit for trauma care, rebranded itself from Yorkshire Trauma Services to drive awareness across the country and increase funding.

Case Study

Advanced, a software company, created the 'FairITales' campaign to promote its brand positioning and increase sales in the UK by making the brand the hero to consumers' IT problems.

Case Study

The Bergen International Festival, a Nordic classical and avant-garde music and theatre festival, combined agility with consistent identity to increase ticket sales.

Case Study

Brew York, a British craft brewery, created a brand mark through a redesign of its packaging that saw each product be given its own character, pattern or symbolism.

Case Study

A brand redevelopment project helped reposition Glasgow Prestwick Airport in the UK as a modern transport hub with close links to Scottish heritage.

Case Study

YPO (Yorkshire Purchasing Organisation), a publicly owned procurement organisation in the UK, redesigned its logo, name and branding to raise its profile and improve customer satisfaction.

Case Study

Marston's, a British brewery, increased its market share in the UK by redesigning its bottles to better illustrate its origins and make it stand out in its category.

Case Study

Buttermilk, the Cornish fudge brand, increased sales of its branded range throughout the UK by positioning its product as both a gift and a snack.

Case Study

Stonemill Bakehouse, a Canadian bakery, understood and connected with consumer values to better sell its bread in Ontario.

Article

Visual cues are fundamental to decision-making and, therefore, to branding, as they constitute the heuristics - mental shortcuts - that avoid thinking too hard.