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Article

This article summarises the insights from a series of key papers addressing comparative advertising, where a product or service directly compares itself to a competitor to express that competitor’s inferiority.

Article

This article argues that telecom marketers need to re-evaluate their media strategies in order to adapt to three paradigm shifts: the death of broadcast TV; brands as publications; and phones moving from voice to data.

Article

This article posits that challenger brands don't need the huge budgets of established competitors to break into the market - by concentrating on craft and attention to detail, and understanding certain principles of neuroscience, new brands can carve out a niche.

Article

The article explores the trends impacting financial services in India as the country moves toward digital payments post-demonetization, based on new market research data.

Article

This article explores the current reading on mobile marketing, a near-ubiquitous medium that offers the fastest and most convenient route online for most consumers.

News

MUMBAI: While chatbots offer new efficiency for customer service, brands can't forget the importance of human interaction, a leading Indian bank executive believes.

Article

This article explores the opportunities and challenges chat-bots could provide for brand to consumer communication in India.

News

NEW YORK: Yum! Brands, the owner of restaurant chains including Taco Bell and KFC, is driving progress by calling on the brainpower of a business unit which essentially functions as an in-house planning department.

News

LONDON: Artificial intelligence (AI) is set to deliver marketing opportunities around insight generation, chatbots, digital personal assistants and optimisation of media buying in the coming year, according to a Warc report Warc's Toolkit 2017 ...

Article

This article summarises Warc's Toolkit 2017, a guide to six key challenges for brands in the coming year.

Article

This article, taken from the Warc Toolkit 2017 report, looks at the marketing opportunities offered by artificial intelligence (AI) including insight generation, chatbots, digital personal assistants and optimisation of media buying.

Case Study

This case study details how Weight Watchers, a weight loss assistance company, reversed category decline in the Australian market.

News

US/EUROPE: User-generated images of brands are significantly more likely to generate consumer trust and brand engagement than those produced by marketers, a new report has claimed.

Case Study

This case study describes how takeaway pizza brand Domino's UK re-engineered its communications and channel model to drive sales by treating purchases as not just transactions but meal occasions and communications moments.

Case Study

This case study discusses how the Bank of Montreal used its sponsorship of NBA Canada, the basketball association, by creating a unique remote-control talking basketball - that spoke the language of the fans, and connected with the bank's target audience of young people.

Article

This article examines how vital the use of TV is for financial services brands, especially ones that operate in the property and casualty insurance space.

Case Study

This case study describes the effort of Australian department store Myers to improve its call-centre customer service and decrease phone call abandonment rates with a creative solution to boring hold music.

Research Paper

Can a brand's "health" be associated with a company's advertising-spending patterns? The authors of the current study applied their own definition of a "healthy brand"—a brand that "experiences sustained year-on-year growth in brand sales over the long term" (Mirzaei, Gray, and Baumann, 2015)—to a model that builds on earlier brand-performance and ad-budgeting theories.

Article

This report discusses how most marketers are focused on driving sales through digital, arguing that positive brand attitudes create the potential for stronger growth and higher profits.

Article

This Company Profile from Euromonitor provides key details and analysis of Hyatt Hotels, the owner of brands such as Hyatt, Hyatt Regency, and Andaz.

Article

This article explores the developing frontier of artificial intelligence (AI), and how marketing to machines might soon become a reality for brands.

Research Paper

The purpose of this paper is to expand the domain of brand positioning measurement by demonstrating how network analysis techniques are used in brand positioning research.

News

NEW YORK: Even though a brand may feel empowered by its category leadership, comparative advertising may not work to the product's advantage, according to a new study in the Journal of Advertising Research.

Research Paper

U.S. service-brand marketers have a long history of going head to head using "strictly" comparative advertising.

Research Paper

Recently, the concept of value co-creation has gained popularity as it embraces customer and operant resources into the entire value-creation process, thereby overcoming the gaps of conventional marketing.