Brand Stories - Smart Insights

What is sustainable marketing and how should you use it?

Gabrielle Wright — Thu, 17 Nov 2022 16:00:18 +0000

Sustainable marketing is a great way to promote the eco-friendly aspects of your company, as long as you get it right It’s natural for a business to use all of its genetic makeup to promote itself and stand out in …..

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Branding definition for modern business models

Rhian Harris — Tue, 16 Nov 2021 15:00:48 +0000

How has the definition of branding evolved to reflect the modern business context? If you type ‘what is branding’ into a search engine, you’ll be presented with two choices: “making a mark with a branding iron” Or, “creating a distinctive …..

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Moving your business online? Consider your brand positioning strategy

Gabrielle Wright — Thu, 01 Jul 2021 15:30:30 +0000

Discover our framework to plan, manage, and optimize your brand positioning strategy in the era of omnichannel consumer branded goods In its best form, a brand positioning strategy for a company unifies all customer-facing comms and marketing activities. It highlights …..

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Brand strategy marketing training to win more customers

Gabrielle Wright — Wed, 31 Mar 2021 15:00:00 +0000

A successful brand strategy means your business' channels, digital experiences, and tone of voice need to home in on what your key customers want. We've got marketing training to strengthen your branded consumer goods company's relationships with your target audiences. …..

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2017: the year for brands to deliver meaning as well as happiness?

Jonathan Gabay — Tue, 10 Jan 2017 11:00:00 +0000

Will 2017 see a revolution in the way we think of branding and brand strategy? For many, the sound and sights of fireworks exploding on New Year’s Eve already seem a lifetime away. Slowly but surely, marketers are getting back …..

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John Lewis 2016 Chistmas Ad Reflects on Brexit

Jonathan Gabay — Thu, 10 Nov 2016 15:00:00 +0000

Key lessons for brands emerge from the most anticipated ad of the holiday season On initial viewing the John Lewis’ £7m Xmas 2016 commercial tells a quaint story of a girl whose trampoline becomes popular with the local wildlife community. Set against …..

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International marketing case study: Kellogg’s India

Expert commentator — Mon, 18 Jan 2016 15:00:00 +0000

Kellogg’s initial foray into the Indian market is generally agreed to have been a failure, although it’s now doing well in terms of both market share and sales growth in the subcontinent. As part of our series of in-depth case …..

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Brand Stories: KFC for Christmas: Succeeding at Seasonal Marketing Overseas

Expert commentator — Wed, 16 Dec 2015 15:00:00 +0000

One measure of how well you’ve infiltrated your brand into a local culture is how successfully you can align it with local holidays Seasonal holidays are emotive times, whether it’s a country’s national independence day, saints’ day carnivals, New Year …..

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Case study: Disneyland global strategy

Expert commentator — Fri, 04 Dec 2015 09:00:00 +0000

When Shanghai Disney Resort opens towards the beginning of 2016, it will represent just the latest move by western companies determined to entertain and profit from China’s new middle classes. Chinese household spending on entertainment and leisure activities rose 56% in …..

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Brand Stories: How Fashion Brands Are Finding International Success

Expert commentator — Fri, 30 Oct 2015 09:00:00 +0000

UK Fashion brands see opportunity in expanding into the US Market US businesses have long eyed up opportunities in the buoyant UK retail market with brands typically establishing a presence in the UK as a launchpad into Europe. Now a …..

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