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Case Study

This case study shows how Nissan, the car brand, made use of its recent sponsorship deal to reconnect with its Asian expats customer base and increase sales in the UAE.

Case Study

This case study describes how the microbrewery Treeboom utilised a high visual impact and innovative packaging to launch a bottled range of its beers that stood out from the crowd.

Case Study

This case study shows how Marks & Spencer, the UK retailer, collaborated with acclaimed stylist Josh underwood on an exclusive range of hair products aimed at women with treated hair.

Article

This Company Profile from Euromonitor provides key details and analysis of Arcelik AS, the owner of brands such as Beko, LKA and Blomberg.

Case Study

This case study describes how Manomasa, a brand of tortilla chips in the UK, championed a new brand identity and packaging design in order to take on the industry giants.

Case Study

This case study describes how Supermalt, a drinks brand, used creative and fun PR and events to target Afican and Caribbean communities in London, UK.

Case Study

To support the UK launch of Kellogg's All-Bran Golden Crunch breakfast cereal, Kellogg wanted to create an opportunity for the new brand to be trialled at home.

Article

This report on Latin America identifies a region poised for a period of sustained growth, driven by demographic, political, technological and Chinese forces.

Research Paper

With innovation, research concepts are often explored in research environments where real world context and time to think are in short supply.

Case Study

This case describes a campaign for McCain, the oven chip (fries) brand, to counter claims that its products were unhealthy and contributed to obesity.

Case Study

Mass consolidation in the airline industry left Virgin Atlantic facing a new breed of global competitor.

Case Study

Hydr8 is a value UK water brand owned by Highland Spring. This campaign aimed to differentiate the brand from competitors while maintaining its value messaging: quality at an affordable price.

Case Study

This multicultural marketing campaign took Rubicon, an ethnic soft drinks brand (traditionally targeting Asians and Black Caribbeans living in the UK), to a new mainstream audience.

Article

Soft Power, a term coined by Harvard academic Joseph Nye, originated in politics but is perfectly tuned to the consumer environment.

Case Study

The Yeti, Skoda’s first 4x4 crossover vehicle, was introduced using unusual pop-up illustrations designed to encourage a new audience of young families to take a test drive.

Case Study

MTR, the local subway, is Hong Kong’s most used mode of public transport that is closely tied to the country’s fortunes.

Case Study

Clairol Nice n' Easy was doing well as the largest hair colourant brand in market with strong sales and loyal users.

Case Study

BBC had to convince students to buy a television license but knew they often resisted with colorful excuses.

Article

The article discusses UGC (user-generated content) and how it can be part of the marketing mix. Research shows that younger audiences are keen to take part in UGC, but it is easier for some brands than others.

Case Study

Guinness had mounting competition from lagers and ciders, and needed to retain existing customers as well as create new ones.

Case Study

The BBC needed to convince students to buy a legally required television license, something students often don't do without some coaxing.

Research Paper

Consumers are confronted with an ever-increasing amount of products and services, but this complexity seems to generate more confusion than happiness.

Research Paper

Companies are increasingly using marketing techniques that have worked with consumers and applying them to engage their own employees.

Article

This article discusses what constitutes a promotional 'big idea'. A true big idea changes how people feel or believe, by creating a connection with them in the head (in terms of awareness and talkability), the heart (emotional) and the hand (motivation to try it).

Research Paper

According to marketing guru Philip Kotler 'most products now come across as interchangeable commodities rather than powerful brands'.