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Article

Brands using chatbots should focus on utility: qualifying leads, always-on customer service, personalized offerings based on customer data and sales conversions.

Article

Diageo, the alcoholic drinks manufacturer, has enhanced its marketing effectiveness through building a tool called “Marketing Catalyst”.

Case Study

Kyrö Distillery Company, a Finnish distillery, designed packaging that told a story in order to promote its gin in Finland, despite strict laws on advertising alcohol.

Case Study

Monkey Shoulder, a whisky brand, increased brand preference among consumers and bartenders globally by breaking the rules of not mixing whisky and launching activations that put whisky into cocktails.

News

DANA POINT, CA: Jim Beam, the whiskey brand, has seen major advantages from breaking with the conventions of its category and reaching out directly to female drinkers.

Article

Beam Suntory, the alcoholic drinks company, has retooled its approach to brand building in various ways.

Case Study

Jameson, a whisky brand, launched a campaign to establish itself in Nigeria and increase market share.

Article

Explores the importance of customer experience in creating long-term sustainable success for organisations and how to systematically deliver an experience that is valuable for the customer and the business.

Opinion

Marketing as a profession has allowed itself to be moved downstream, and ‘business consultants’ have come in to fill the void.

Research Paper

Capturing and understanding the images and reputations external stakeholders assign to brands can be confusing and challenging.

Article

Change is coming to Saudi Arabia, including greater freedoms for women, and brands will need to adapt to the new circumstances.

News

TOKYO: Coca-Cola has said it is planning to experiment with the company’s first alcoholic drink, in a move described as “unique” in its history, as Coke seeks to engage with Japan’s growing market for alcopops, ...

Article

Diageo India has navigated alcohol category turmoil in India by relying on branded content, innovation, and focusing on category behaviour rather than brands.

News

NEW YORK: Johnnie Walker, the most popular blended Scotch whisky in the world, plans to launch a rebranded version in the US that features a stylised woman on the label in place of its famous “striding man” logo.

Case Study

Creating a bold new aesthetic helped Royal Challenge, the Indian whisky brand, grow and increase its market share.

Case Study

A brand redevelopment project helped reposition Glasgow Prestwick Airport in the UK as a modern transport hub with close links to Scottish heritage.

Case Study

Jameson, an Irish whiskey brand, launched a campaign in the US to increase brand loyalty and authenticity.

Article

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

Case Study

William Lawson's, a whisky brand, increased sales in Mexico by targeting men ages 18-24 with a 'no rules' message on social media.

Article

This article explores the current thinking and reading on multinational marketing, a necessarily complex pursuit that demands innovative approaches to strategy, as brands travel across cultures.

Article

The functionality of customer experience has been overly prioritised and brands need to build emotion and feeling back into customer experiences.

Case Study

Pernod Ricard Travel Retail, the travel retail distribution arm of the French drinks company, used a unique airport activation to drive sales of its Jameson Irish Whiskey brand in the UK.

Research Paper

IKEA, a multinational furniture brand, used Social Watching, an approach that utilises user-generated visual content, to gain insights into its brand equity.

Opinion

We’re getting ready to launch Toolkit 2018 – our guide to tackling some of the biggest challenges brands currently face.

Research Paper

An innovative mobile qualitative approach is helping British alcoholic drinks brand Diageo's African research and innovation teams make better business decisions routed in local culture across five African markets.