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Article

This event report outlines how Jet.com, the ecommerce site, has gamified and personalized the shopping experience to attract millennials.

Case Study

This case study shows how Dubai Cares, a children's charity, was able to reverse the increasing audience desensitisation to charitable causes in the UAE by showcasing real children's creativity and resilience through social media tutorials.

Case Study

This case study shows how du, a telecommunications provider, changed consumers' habits about oversharing information on social media, thus increasing brand trust, in the UAE.

News

BEIJING: China’s parents are starting to embrace the notion of having more than one child, a development which may require brands to reconsider some aspects of their current marketing approach, new research suggests.

Research Paper

Given the increase in the volume of student mobility, this study explores how internationally mobile students, who are at the starting point of their life as global nomads, represent and give sense to the relationship with their brands in the context of relocation for study purposes.

Article

This article provides guidance and reading on brand characters, a non-celebrity animate being that can perform a multitude of roles from the perspective of brand or user.

Article

This article summarises the insights from a series of key papers addressing collaboration and co-creation, the practice of developing brand insights and other intellectual property through collaboration with external consumers, which can deepen the understanding and future potential of products.

Article

This short article lists the books that influenced Antony Mayfield, partner and CEO at Brilliant Noise.

Opinion

This commentary appears in WARC’s new ‘Future of Strategy’ report, based on a global survey of senior agency planners.

Article

This report analyses results from a global WARC survey of senior agency planners, covering the current state of the strategic discipline, future opportunities and challenges, and guidance on building the planning team of the future.

News

WASHINGTON DC: Nearly three-quarters (73%) of US consumers believe the presence of unhealthy food and soda in supermarkets and convenience stores is a health problem and they want retailers to do more to rectify the situation.

Research Paper

The rise of social media as a marketing channel, and the research that has supported it, has left open questions as to its impact on actual brand performance.

Research Paper

This study drew on the existing decision process theory to empirically examine the effect of word of mouth (WOM) generated by social media.

Case Study

This case study shows how Barbie, the toy brand, reversed declining sales in the US using a social media campaign focused on the doll's aspirations rather than her looks.

Case Study

This case study shows how IKEA, a furniture brand, shifted its role among UK consumers to become an ally on their everyday furniture needs, rather that an occasional stop for cheap household goods.

Case Study

This case study shows how Lego, the children's toy, successfully reversed declining brand metrics globally by inviting children to showcase their imagination in building their own Kronkiwongi.

Case Study

This case study shows how Sainsbury's, a supermarket chain, increased brand awareness and sales in the UK by creating a musical advert about the joy of being together at Christmas.

Case Study

This case study shows how Tesco, a supermarket brand, positioned itself as a helpful brand to customers' needs, putting the UK consumer at the centre of each campaign.

Case Study

This case study shows how John Lewis, a UK retailer, successfully consolidated its advertising's status by launching a series of iconic Christmas campaigns.

Case Study

This case study shows how Ikea, a furniture brand, became more than an occasional furniture shop, and took up the role of the UK customer's ally in their daily routine.

Article

This article clarifies the positive uses of the emerging chatbot technology, including steps on how to use it effectively.

News

NEW YORK: The growth of ecommerce and an associated focus on the shopper across devices and channels means there is increasing demand to coalesce brand budgets with trade budgets, according to a new study.

Case Study

This case study describes how beauty brand Dove built a campaign around an old nursery rhyme to broaden the definition of beauty in the Indian market.

Case Study

This case study shows how JetBlue, an airline brand, increased brand awareness and sales in the US by showing flyers and mothers alike that they understand the hardships of a crying baby on a flight.

Case Study

This case study explains how Organ Transplant, a non-profit organisation, increased awareness of organ donation amongst children in Japan by performing 'organ transplant operations' on toys.