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Article

Explains how digital channels, when used well, can play a fundamental and complementary role in brand building.

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.

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With many brands now using chatbots as a marketing tool, this article examines the benefits, purposes and future of chatbots.

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Draws on insights from the 2018 BrandZ Top 50 Chinese Global Brand Builders ranking to illustrate which Chinese brands, in which categories, are achieving global awareness and success.

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Provides marketers with key best practices on planning an effective sports sponsorship strategy, which is dependent on a rigorous strategic planning process to ensure effective targeting.

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Examines the findings of the IPA’s Culture First project and shows that successful brands are changing to evidence-based decision-making.

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To market effectively to Hispanic consumers, who account for 18% of the total US population, brands need to offer a true reflection of what it means to be Hispanic – that speaks to both Hispanic traditions and American culture.

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Examines behaviours of US millennials, the first digital-native generation, and explains how marketers can best connect with them as a generation that are characterised by diversity and focus on living life to the full in the here and now.

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Looks at the growth of the health and wellness sector and how smart technology is changing the category, as it has made it easier for consumers to monitor their health and track their fitness goals and has raised expectations of health and wellness brands.

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Provides publishers with essential information on how to prepare for the General Data Protection Regulation, which increases compliance obligations around the collection and processing of personal data.

Article

Generation X is often overlooked by advertisers, however brands must reflect the independent spirit of this demographic in order to engage them, as many Generation X-ers do not recognise their depiction in contemporary advertising.

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Aims to present some basic ideas on sales analysis to serve as a starting point for any novice assigned the task of analysing a firm’s sales data.

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Explains how the benchmarking process can be applied to marketing, describing seven marketing capabilities worth benchmarking, from product development to marketing implementation.

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Defines what media transformation is, provides ways that marketers can implement it and how agencies also need to change in terms of the service they are providing.

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Using examples from Delta Air Lines, Lynx, Wilkinson Sword and Sky Television, this article explains how to tie in marketing metrics with the goals of the overall organisation and how to isolate the impact of marketing’s paid efforts to get close to people’s real experiences of the brand.

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A guide to the process of benchmarking website performance, beginning with a seven-point checklist to follow to ensure that your analytics data is complete and accurate.

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This article explores the reading around gamification as a research method, the attempt to make surveys and questionnaires more engaging, enhancing both the experience and ideally the quality of data.

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This article explores what new brands need to consider when launching, as marketplaces are often highly cluttered and a launch strategy requires significant investment over the long-term.

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This article explores the value of both salience and differentiation, the importance of the latter is often disagreed on by marketers.

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This paper explores the current reading on advertising in cinemas, a distraction-free environment that provides an immersive experience, the movies are seeing a resurgence in popularity among young and senior audiences alike.

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This paper provides guidance and reading on business-to-business marketing; similar to B2C marketing in its emphasis on human traits, but very different in terms of budget size and a greater emphasis on relationships and networks.

Article

This paper explains the concept of New Product Development (NPD) - the process of bringing a new product to market - and how to ensure its success.

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This article explores the impact of the rise of private label brands on retailers and traditional consumer goods' manufacturers.

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This article explores the current sources informing how brands and agencies can use cultural insight, the ideas, customs and behaviour of particular people.

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Work carried out for multiple global brands suggests a number of factors contribute to a bad consumer experience online, with a few common themes that continue to frustrate customers.