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Article

Sentry Insurance, the financial-services company, has reinvigorated its brand through a holistic program undertaken with consultancy FutureBrand and agency Gyro.

News

LONDON: Diversey, the business cleaning products firm that has changed hands several times in recent years, has developed a new brand identity and culture through semiotic research.

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.

Research Paper

As marketers, we are confronted by an increasingly complex world—one characterized by markets that emerge and evolve at an unprecedented rate.

Article

A global outlook on the alcoholic drinks category, including information on the leading companies and brands, five trends shaping the industry and market snapshots.

Article

Provides guidance on using packaging to create standout for brands and drive purchase consideration.

Article

Crayola, the crayon brand, kickstarted a major turnaround thanks to a program that “retired” an existing color and allowed consumers to pick its replacement.

Article

Outlines the importance of brand story and explains why a planning discipline that defines a brand in order to guide what it makes, beyond what it says, is increasingly valuable.

Case Study

Mirinda, a PepsiCo beverage, ran an ethical campaign in India to drive a stronger association with teenagers and increase brand awareness.

Case Study

Heineken, a beer brand, increased brand loyalty and made the UEFA Champions League (UCL) games a more important occasion by enlisting football manager José Mourinho to spread the message to football fans globally.

Article

Provides an overview of the complex topic of brand positioning, a marketing strategy that aims to make a brand occupy a distinct position, relative to competitor brands, in the mind of the consumer.

Opinion

At an event in central London, strategists gathered to borrow skills from sister professions in order to make them better students of the human.

Research Paper

Unilever Argentina, a consumer goods company, created The Thermometer to understand people and their consumption behaviours during turbulent times.

Research Paper

Corona, a beer brand, used insights from market research company de la Riva in Mexico to understand what consumers were looking for.

Article

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

Case Study

Emergen-C, a vitamin drink supplement, promoted itself as an everyday wellness brand by releasing a US television commercial featuring young, active people.

Research Paper

Capturing and understanding the images and reputations external stakeholders assign to brands can be confusing and challenging.

Article

Advertising scholars have been hesitant to identify creativity as the heart and soul of advertising, and that has produced a chasm between themselves and practitioners.

Article

This article explores the current sources informing how brands and agencies can use cultural insight, the ideas, customs and behaviour of particular people.

Case Study

Creating a bold new aesthetic helped Royal Challenge, the Indian whisky brand, grow and increase its market share.

Case Study

Air Wick, a plug-in airfreshener brand, drove global penetration with category non-consumers with its Air Wick Scented Oil Warmer product by designing it to fit into home décor.

Case Study

TENA Men, the Swedish brand of products for men with incontinence, used a design inspired by the automotive industry and the semiotics of performance and control to increase global growth.

Case Study

Comfort, a fabric conditioner brand, launched its Comfort Creations Summer Limited Edition in the UK with a striking design to improve sales during the summer season.

News

HELSINKI: A premium packaging design has been the crucial element in the successful launch of Valio’s premium butter brand, which has exceeded all expectations in one European market and has done so without any marketing spend.

Article

Details research from MMR on what drives perceptions of premium across FMCG and, using its findings, provides tips for brands to better their communications.