Article •The financial turmoil of the past decade, increased life expectancy and cultural shifts have changed the attitudes to brands and relative spending behaviours of different consumer segments.
Article •This case study explains how Adidas, the sports brand, used an inspiring message targeting teens around the world to launch its new NMD shoes.
Article •This case study describes how US appliances manufacturer Whirlpool built on its Every day, care campaign to create the Care Counts programme, which installed washers and dryers in schools to give disadvantaged students access to laundry facilities to boost attendance rates.
Article •This case study describes how accommodations provider, Airbnb, leveraged digital and video to turn people's fear of strangers into a selling point for a global brand awareness campaign.
Article •This case study shows how Dove, a personal care brand, successfully translated a brand purpose campaign in the US into a sales increase.
Article •This article reveals how Nike, the sportswear brand, successfully adapted its core brand proposition of 'Just Do It' to very diverse cultures.