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Opinion

Consumer perceptions are key when it comes to boosting brand value. Doreen Wang, Global Head of BrandZ at Kantar Millward Brown, explains how to convey a positive impression.

Article

ThirdLove, a bra and underwear brand, has tapped the power of digital data in an attempt to disrupt an entire category.

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.

Article

Lufthansa, the German airline, has turned over its Snapchat feed to members of its flight crews in a bid to drive engagement.

Article

Data-driven messaging can be used to deliver a personalised, omnichannel customer experience to each consumer.

Article

Brands are realizing that chatbots can be an integral component in the emergence of conversational marketing as they provide 24/7, personalized, one-on-one communication at scale.

Article

Cisco, the technology company, is transforming its approach to marketing in reflection of rapidly changing marketplace realities.

Article

Global strategies, campaign updates and trends in the cleaning products category.

News

CANNES: Companies that successfully manage to integrate creativity and data enjoy a “two times difference in revenue growth”, according to research by McKinsey, the management consultancy.

Article

KFC, the quick-service restaurant chain, has greatly strengthened its brand in the past few years, and credits Wieden+Kennedy, its agency, for helping drive this process.

Case Study

Mumbai Metro Rail Corporation Limited (MMRCL), a rapid transit system serving the city of Mumbai, launched an integrated communications campaign to regain control of the narrative surrounding its new railway line.

Article

Explores how moment marketing can be used to effectively maximise consumers' engagement and purchase through reaching the right audience with relevant content at the right time.

News

SYDNEY: Cue Clothing, the fashion retailer, claims to be a leader in omnichannel shopping in Australia and New Zealand, thanks to its development of a unique retail ecosystem that caters not only to the needs of customers but also in-store staff.

Article

Provides an overview of how marketers can co-ordinate multiple media channels to amplify the impact of each and increase effectiveness.

Article

Examines how brands can build awareness and increase loyalty through effective sponsorship.

Article

Explores the changing behaviours and expectations of luxury consumers whose idea of luxury is becoming more experiential and immersive, and driven by technology and on–the–go lifestyles.

News

LONDON: UK banks are failing in their above-the-line efforts to promote themselves as socially responsible organisations, new research suggests, but owned and earned experiences could be a more effective way to achieve a similar outcome.

Article

Six key areas that modern planners need to address in order to successfully navigate the fast-changing Digital Out-of-Home landscape and build effective Out-of-Home campaigns.

Case Study

Lincoln's Beard Brewing successfully created a brand narrative that increased revenues and resonated in the Miami craft beer market.

Article

Explains how using moments as the key driver of thinking can take planning away from defining needs and gives a greater sense of purpose to the idea and development of 'always on' marketing.

Article

Argues that the 'planner of the future', who can help guide clients through well-argued and supported strategies for growth, is in more demand than ever.

Article

Explores how the way brands think about customer experience (CX) is changing as they compete hard for customers’ attention in an omni-channel world with more consumer touchpoints.

News

HOBOKEN, NJ: A brand’s ability to deploy impactful and efficient marketing strategies depends on how it understands and responds to relevant consumer journeys, so the ability to map these across all touchpoints and channels is essential for ...

Article

Explores how best to approach in-store marketing and explains how the best of in-store activation needs to benefit categories overall not just one brand, and deliver gains for shoppers, brands and retailers alike.

Article

Provides advice, research methodologies and step-by-step approaches for mapping the omnichannel consumer journey.