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Article

The rising role of influencers in consumers’ purchase decisions marks a return to a trend that’s actually as old as the earliest humans, the Nudgestock 2021 conference heard.

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The likelihood of affecting long-term behaviour change hinges largely on giving people the feeling very early on that they’re already making progress, according to Headspace.

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Sets out the context in which retail marketers will have to work in the short-term and identifies trends and themes they will need to address.

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Within companies, marketing is often seen as a cost rather than as a part of the value creation process, but there are useful lessons to be learned from nature – and bees in particular.

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Live events and experiential marketing are heading in a new direction post-pandemic as young people demand more than mere entertainment.

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One of the companies in India’s Aditya Birla Group – a 100-year-old conglomerate – is Eternia, a B2C player dealing in window and door systems, and its executives share how they use digital in this niche market to grow its customer base.

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Australian telco Telstra explains why personalised experiences are important and how they can be created at scale by using data, artificial intelligence and machine learning.

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Standard Chartered Bank’s Pedro Sousa Cardoso shares how organisations can deliver an exceptional customer-centric experience by leveraging data-led insights inspired by the beautiful game.

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Rapid digital transformation has helped to ease the hospitality industry’s pain during the sharp drop in business and travel caused by the COVID-19 pandemic, as shown by the Rosewood Hotel Group’s experience.

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只有从企业管理层开始就对用户体验的认知达到一定的高度,并在企业内部创建协调的一体化组织架构,才能很好地挖掘出这些价值,从战略层面做好前期的积累,让后面导流、购买等环节都游刃有余。

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Brands need to reflect their values when making decisions about their media spend, or else risk suffering from profound reputational consequences.

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Olay, the skincare brand owned by Procter & Gamble, has used its “Maximize, Don’t Minimize Me” campaign as a rallying cry for women’s empowerment.

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FMCG giant Unilever articulates an updated perspective on what its marketing ought to achieve in the post-pandemic world, according to a session at Lions Live.

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The pandemic has changed the way people consume content and look at brands, and TripAdvisor shares how brands can humanise their interactions with customers.

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Companies such as Mastercard, Petronas and SIA have leveraged music to create a brand identity, demonstrating that sound can sometimes be more important than video for marketers and brands to use in their marketing journey.

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With the majority of millennials willing to switch to brands that champion a cause, especially one they believe in, representatives of Google, Tencent and Unilever share how brands can respond to and align with societal issues.

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Content marketing is a long-term activity that doesn’t deliver immediate success but it is effective and JLL’s Gauri Jaisingh explains how organisations can be persuaded to invest in and support it.

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With influencer marketing steadily gaining importance, representatives of Acer, Johnson & Johnson and Pandora share the various ways that brands can integrate influencers into their marketing strategy.

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Tesco, the UK supermarket chain, responded quickly to the various challenges posed by the COVID-19 pandemic, but it was only able to do so because it already had some “big ideas” in place and understood the needs of its customers.

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Starbucks took its practice of writing customers’ names on their cups and used it as a springboard for a successful campaign on behalf of trans people in Brazil.

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Tina Beuchler, Global Head of Media & Agency Operations, Nestlé on the challenges and opportunities in a changed world.

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New research from University of Oxford, Saïd Business School and Kantar into brand-building effectiveness.

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Diesel, the Italian fashion brand, responded to lockdown restrictions on showroom visits from business-to-business buyers by creating a digital showroom experience that points to an e-commerce future which feels more like a videogame.

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Consumers have been understandably, and indelibly, changed by the COVID-19 pandemic, but have coped with it in a variety of different ways.

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SK-II, a high-end skincare brand owned by Procter & Gamble, has invested in dedicated in-house production capabilities to further drive its brand purpose.