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Article

Explains the concept of Minimum Viable Product planning, which is the author's own pragmatic approach to strategic planning, based on his experience of working in such environments.

News

SAN FRANCISCO: Seven in ten consumers around the world would consider changing a service provider because of a disconnected experience, according to a new study which also suggests consumers are open to the idea of banking with the tech giants.

Article

Jack in the Box, the quick-service restaurant chain, is moving into the world of eSports to engage consumers in new ways.

News

NEW YORK: A new paper in the Journal of Advertising Research (JAR) suggests that online ads can help brands convey a sense of “warmth”, while traditional media can encourage perceptions of “competence”.

Article

Reveals new insights into how communications are working in context with data gathered from participants using mobile phones to relate their brand experiences in real time.

Case Study

Lincoln Financial Group, a financial services group, launched a campaign in the US to raise brand awareness among NFL fans.

Article

Looks at the lessons and insights from the world of political marketing, which can be useful for corporate brand managers.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

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 Company Profile from Euromonitor provides key details and analysis of Marriott International Inc, the owner of brands such as BVLGARI Hotels, and Ritz-Carlton.

Article

Covers the current thinking and reading on the subject of artificial intelligence, a significant step for any industry that manipulates large quantities of data and has to make quick decisions based on those findings; in marketing the implications of AI are far-reaching.

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.

Article

Focuses on how, in practical and objective terms, brands can become experts in what customers are most interested in, in order to provide a more seamless customer experience.

Article

Highlights the benefits, and increasing popularity, of audio branding and provides marketers with key tips on enhancing their audio branding efforts.

Research Paper

Delta Air Lines, a major American airline, moved from monitoring its traditional metric to the Marketing Impact Score in January 2017, in order to improve customer satisfaction and increase profit.

Opinion

We’re getting ready to launch Toolkit 2018 – our guide to tackling some of the biggest challenges brands currently face.

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.

Research Paper

This paper explains how Firmenich, a privately-owned fragrance and flavour house, and Tsquared, an online search insights brand, found an ideal vegan beverage for the UK market in 2017 by studying trends around natural food, organic food, and related dietary restrictions in the US and UK.

Research Paper

This report looks at the concept of programmatic commerce as a new revolution in digital commerce and whether consumers find the idea favourable or fearful.

Case Study

This case study looks at how TAL, an Australian life insurer, launched an unknown brand into a mistrusted category without changing any aspect of the product.

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.

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.