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Article

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2017.

Case Study

The launch of KA+, a value car model by Ford, had to be strategically planned to target the challenging and savvy buyers of value cars in the top five European markets.

Research Paper

This study examines the impacts of brand experience (BE) and service quality (SQ) on behavioural intentions (BI) via brand trust (BT) by developing an empirical model, building on recent advances in service quality and assessing relationships between brand experience, service quality and brand trust.

Case Study

Ansell, a global leader in protection solutions, built brand equity of its sexual wellness products in Brazil and the USA through a campaign going against preconceived notions of sexuality.

Article

This report examines current and future trends in the global video industry, including the evolution of linear television and online video services, and the implications for advertisers.

Case Study

Local services search engine Sulekha used a multichannel strategy to relaunch itself in India.

Case Study

Comparison website coverfox.com used a multichannel campaign to change the narrative around the category and make young people in India care about insurance.

Case Study

BenQ, a technology company, increased sales of its in-home projectors in Taiwan by promoting them as a way to bring couples together in a series of social media videos.

Case Study

Volkswagen successfully relaunched its Beetle car model in India with a nostalgic online video.

Case Study

Volkswagen launched its new Ameo car model in India with an emotional campaign that appealed to young first-time car buyers with a coming of age story.

Case Study

Gulf Oil used a TV and digital campaign starring cricketing star and motorbike fan MS Dhoni to build brand awareness in the motorcycle lubricant market in India.

Article

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the WARC Prize for MENA Strategy 2017.

Case Study

Kinder, a chocolate brand, successfully increased brand performance in the Czech Republic and Slovakia by showing mums that it believes in their children as much as they do.

Case Study

Mercedes-Benz, a car brand, created one campaign to showcase five cars (The A-Class, B-Class, GLA, CLA and CLA Shooting Brake) by producing a film that successfully encompassed all of the cars into the storyline.

Case Study

Pot Noodle, an instant noodles brand, successfully increased sales by cleverly switching its brand positioning among UK consumers.

Case Study

Valencia CF, a Spanish football club, repositioned itself by creating a new brand manifesto that focussed on the football journey to inspire support.

Case Study

Inspiring The Future, a career guidance charity, introduced the 'Redraw the Balance' campaign, in the UK, to help shape a solution to gender stereotyping in young children.

Article

This article looks at how chatbots work and why, nowadays, many consumers are more comfortable 'talking' to a brand via an online message than phoning its customer service helpline.

Article

This Company Profile from Euromonitor provides key details and analysis of LEGO Group. Included is a strategic evaluation with key facts about the Danish company, competitive positioning against comparative brands, and assessment of its position in the leisure market.

Research Paper

This research develops a measure for university heritage–utilizing a university's history, symbols, legacies, and traditions to reinforce and invoke its essence in a contemporary context.

Opinion

Eaon Pritchard argues that the big opportunity in the application of AIs and Machine Learning to communications is not just about smarter targeting and building a better mousetrap, but in developing a better more quantified understanding of consumer behavior unhampered by our own cognitive biases.

Case Study

This case study explains how Lysol, an American cleaning products brand, connected with mothers to turn its functional germ-kill claim into an emotional promise of protection.

Research Paper

This paper challenges the traditional view of change as the stimulus for opportunity; it instead considers within human change and between human change as fundamental to understanding consumers in an insights and marketing capacity.

Research Paper

This paper forecasts what the market research industry and profession will look like 10 years from now, and how to prepare for those changes.

Research Paper

This paper explains how the Internet of Things could have a positive environmental impact by using real-time displays of connected devices' power usage to help reduce electricity consumption.