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Gunn Report

Aldi, the global supermarket chain, launched a newspaper print campaign in Spain that highlighted the freshness of its fruit and vegetable product range.

Article

Discusses behavioural science-based initiatives intended to nudge healthier eating and examples of application that sum up what works, and what does not.

Article

Unconventional marketing techniques are proving popular with some brands that are seeking to stand out from the rest of their US competition.

Case Study

Matsumoto Kiyoshi Holdings, a drugstore chain in Japan, increased its share in the toilet paper category by redesigning its brand packaging to eliminate shame.

Case Study

Intermarché, a French supermarket, increased its store traffic and changed customers' perception of the brand by releasing an emotional film, something unconventional for the category.

Case Study

Edgell, a canned vegetable brand, used a content-led strategy to fight off competition from own labels and boost sales and engagement levels in Australia.

Research Paper

We define Brand Verbal Fluency as the ability of a consumer, when cued with a product category, to name the brands he or she knows in that category.

Article

Provides key details and analysis of Lion Corp, a Tokyo-based home care brand.

Research Paper

Provides suggestions on how brands can build stronger and more meaningful relationships with consumers, through understanding how new technologies – and voice technology in particular – are affecting people in the digital era.

News

LONDON: Growing demand for healthy snacking products has been identified across six major European markets in a new study that suggests the profile of the typical European consumer is changing.

Opinion

The tech businesses of Silicon Valley are hiding behind Big Data and as a result, have become disconnected from the lives of real people, says Gareth Kay.

Article

Gives a global industry overview of the soft drinks category, including leading companies and brands, the top five trends shaping the industry and market snapshots.

Case Study

Kellogg's, a multinational food manufacturer, increased brand awareness of its Rice Krispies Treats by redesigning the packaging as a lunchbox note to appeal to parents in the US.

Article

Explains that to stay relevant and meaningful in today’s fast, often fickle and competitive consumer environment, instead of asking what should brands do, they need to ask why.

Research Paper

Food advertising is widely believed to influence children’s food preferences, although the evidence is not conclusive.

Case Study

R & R Tofu, the British tofu company, created its own brand, the Tofoo Company, to successfully target both people cutting down on meat and vegetarians.

Research Paper

Marketing scholars have demonstrated the impacts of weather on consumer behavior at the aggregate level; however, they have not fully analyzed how individual differences in weather sensitivity (WS) play a role in consumers' purchase decisions.

Case Study

Making its advertising all natural just like its product helped Greenfield Natural Meat Co., the Canadian sustainable meat brand, increase sales and distribution.

Article

Explains how brands should be transparent about what they do and don't do, and how their beliefs impact on how they do business, using examples from Disney, Chipotle and Innocent.

Article

This article explains how brands can best connect with Thailand's aging consumers, including consumer trends and social media habits (LINE).

Article

Outlines six key global retail trends and explores their impact on the fast–changing Thai retail landscape.

News

BERKELEY, CA: In a $65 million investment round, Goldman Sachs, the US investment bank has placed a significant bet on a little-known company, Ripple Foods, a young beverage startup that specialises in pea milk, in a move that suggests changing ...

Article

Valio, a Finnish dairy co-operative used semiotics, the study of signs, to understand its own position in consumers' minds, and overcame geopolitical challenges in the process.

Case Study

Fast food company McDonald's promoted, through locally relevant products, its breakfast offering in the traditional market of Taiwan.

Article

Coca-Cola launched Vio, a water brand, in Germany 10 years ago; in its rise, the brand learned to capitalise on the blurring in the water category from a necessary product to one that consumers should enjoy.