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Case Study

SodaStream, an Israeli drinks company, promoted its environmental message about plastic bottle pollution through a humorous online video campaign, ‘The Shame of Glory’, in Europe.

Research Paper

This paper evaluates how elements of packaging design influence consumer evaluation and satisfaction using the Four Moments of Experience (FME) framework.

Research Paper

To motivate shoppers to bring reusable bags, England has enforced a carry-bag law, allowing large retailers to charge 5 pence for a single-use plastic bag.

Research Paper

This paper suggests an alternative procedure to the rating of places according to the assumption that averaging data on a number of different criteria presents a valid representation of a general pattern.

Article

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Dove, Sunsilk, Axe and Pond's.

Article

This article outlines how Aditya Birla Group, the conglomerate, drove a customer-centric transformation in its strategy.

Article

This article looks at how neuromarketing techniques are particularly suited to public service advertising campaigns which have to engage disinterested consumers on an emotional basis and in a memorable way within restricted budgets.

Article

This article previews a series of papers which look at how neuroscience is influencing the marketing industry and advancing consumer insight.

Article

This event report explores whether advertising’s first function – as a channel through which a brand increases sales of its product or service – has been lost to the pursuit of purpose.

Article

This article highlights how improving product and service innovation can better the customer experience.

Article

This article explains the lessons from behavioural science about the formation of habits and lists six strategies that marketers can employ to build, maintain and disrupt consumer habits.

Article

This short report summarises the results for Canada from the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

Research Paper

This report explores how Latin American companies are addressing product challenges in the region, and how they are responding to increasing consumer consciousness.

Article

In this article, Malcolm White uses an ornithological metaphor to explain how important brand-building can be - in spite of not being very keen on birds.

Research Paper

This paper examines the relationship between political candidates’ use of Facebook and their election outcomes (vote share and election success).

Case Study

This case study details how Ostashkov's Department of Housing, a local Russian recycling company, encouraged recycling by appealing to a major celebrity figure.

News

SYDNEY: Australian consumers remain enthusiastic recyclers but they appear to be growing more cynical about the claims made regarding threats to the environment and the prices charged by environmentally friendly products, new research suggests.

Case Study

This case study shows how Sainsbury's, a UK supermarket chain, made a decision to invest in longer term brand building in order to increase brand loyalty and sales.

Research Paper

This paper examines how smart data integration can reinvent market research through sustainable consumer connection, seeing the future first, and moving from insight to impact.

News

SINGAPORE: Social progress and increased concerns about environmentalism are offering brands with a strong "purpose" story the chance to engage consumers in developing markets, new research has revealed.

Article

This article explores the opportunities for purpose-driven brands in Asia's developing markets, where environmental concerns and social progress are shaping consumer preferences more than ever before.

Case Study

This case study details British supermarket, Sainsbury's campaign for Christmas 2014 that leveraged the centenary of the outbreak of WWI, creating a memorable campaign that looked back at the 1914 Christmas truce.

Article

This article shares insights on the best practical ways to improve the user experience for digital consumers.

Research Paper

This article describes the ways in which brand marketing is rapidly changing and how businesses and marketers will have to adapt.

Article

This essay argues that non-personalised advertising is akin to fishing for a specific catch with a big net, as opposed to using the right bait – and a little more time – that will increase the likelihood of catching the right fish at the right time.