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Article

Brand building takes time – two to five years – and might initially be less profitable than an activation only strategy so it is important to be able to forecast over at least a 5-year period to reassure the marketing team the strategy is correct.

Article

Considers a model for brand growth that elevates Purpose, Innovation and Experience as the three key pillars of brand value beyond communications.

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How are brands changing the way they communicate with consumers? A look at how major media channels have been used during COVID-19 lockdowns across Asia.

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Shows how behaviours are changing during and after the COVID-19 pandemic and provides a behavioural road map for how to communicate today and in the foreseeable future.

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Examines how connected TV viewing habits have grown and changed during the course of the COVID-19 pandemic.

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Report from McKinsey & Co. that outlines strategies for B2B and B2C companies to recover revenue quickly during the COVID-19 pandemic.

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Details the high volume of social media chatter about TV during the COVID-19 pandemic, analyzing Twitter trending topics during evenings from March 16 – April 26, 2020.

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Research from Kantar outlines how the expectations of Japanese consumers are shifting in tandem with the disruption and change brought about by the COVID-19 pandemic.

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A snapshot by Special Group of what happens when people try to return from almost two months in isolation to a brave new world.

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The COVID-19 pandemic has upended retail, and the post-pandemic era will see several new retail trends emerge.

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Beano, the children’s publisher, has undertaken research into how its target audience is coping with life during lockdown.

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With the world’s biggest democracy under lockdown, Indians are trying to adopt new lifestyles by staying indoors and cultivating new habits.

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Zoom, the video conferencing platform, has witnessed a surge in usage during the COVID-19 crisis, and learned several valuable lessons as a brand in this time.

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Mondelez International, the snacks company, is doubling down on e-commerce in line with changing consumer habits.

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Leo Burnett’s Dheeraj Sinha outlines the key inflection points emerging in India as the COVID-19 pandemic continues to re-shape consumer lifestyles and culture.

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Mindshare’s Catherine Rushton outlines lessons learnt with insurance brand NRMA in responding to back-to-back events from bushfires to COVID-19.

Article

Bose is anticipating a permanent change to campaign creation and distribution as a result of the COVID-19 pandemic.

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There are opportunities to be had from the COVID-19 pandemic, and brands in China are now reaping the rewards from supporting consumers during the crisis and adapting rapidly to digital channels.

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Kantar outlines how brands need to adapt and meet consumer expectations as the impact of COVID-19 continues to make its presence felt.

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Procter & Gamble, the consumer packaged goods manufacturer, is continuing to emphasize diversity and inclusion even as COVID-19 disrupts the marketplace.

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Sojern’s Katy Gallagher outlines silver linings for the travel sector in APAC as the measures to contain the COVID-19 pandemic progress.

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HCL Enterprise’s Prerna Katyal outlines how brands can leverage behavioural science concepts to predict and adapt to the changing consumer situation as markets move to a COVID-19 recovery phase.

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Examines the future role of out-of-home media in the wake of the coronavirus pandemic.

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Advice on how to work with influencers to deliver consumer engagement both during and after the COVID-19 pandemic.

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Expedia Group, the owner of various online travel platforms, is using the disruption of the COVID-19 pandemic to transform its marketing operations.