Global Brand Marketing

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China's Media, Tech Spend to Rocket 13 Percent

China's media and technology spending will reach $256 billion in 2014, despite seeing a decline in growth for its overall economy.

Lufthansa: Building a Global Brand with Local Relevance

Florian Gmeiner, head of marketing for the Americas at Lufthansa Group, and Sharon Napier, chief executive officer of Partners + Napier, shared how Lufthansa built a customized global agency network and how the member agencies work together to achieve a common goal.

Lufthansa: Building a Global Brand with Local Relevance

In this presentation, Florian Gmeiner, head of marketing for the Americas at Lufthansa Group, and Sharon Napier, chief executive officer of Partners + Napier, shared how Lufthansa built a customized global agency network and how the member agencies work together to achieve a common goal.

Starbucks: Evolving an Icon

Adam Stringer, partner at Lippincott, provided the inside story behind the brand evolution of one of the world’s most iconic companies, Starbucks.

A Smarter Planet and the Coming of Age of a Whole New Generation of Intelligent Systems and Technology

IBM and Ogilvy shared examples as to how their companies have retained an effective partnership spanning more than 20 years.

The Female/Male Digital Divide

In today’s digital and social media-driven world, consumers have the world at their fingertips, but are men and women’s fingers doing the same thing? A closer look into today’s rapidly evolving digital behaviors highlights the differences between what engages men and women—as well as how they react (or don’t) along the way.

Effective Marketing Strategies for Food and Drink Brands

Drawing on insights from the IPA Databank, this report identifies successful cases, flags future issues for food and drink businesses, and predicts ways to keep marketing effectively in these sectors.

Mobile at MoMA

Allegra Burnette, creative director of digital media at the Museum of Modern Art, shared case studies from the museum’s exploration of mobile apps, cross-device digital experiences, and mobile revenue generation.

Mobile at MoMA

In this presentation, Allegra Burnette, creative director of digital media at the Museum of Modern Art, shared case studies from the museum’s exploration of mobile apps, cross-device digital experiences, and mobile revenue generation.

ThinkPad Levels the Playing Field with 1:1 Global Digital Engagement

Ajit Sivadasan shared key insights and lessons on how Lenovo leveraged modern marketing tactics to increase sales globally.

3 Questions on Brand Growth for John Costello

John Costello, president of global marketing and innovation at Dunkin’ Brands, discussed career longevity, global brand building, and creating a culture of creativity and innovation.

A Look at Luxury Shoppers Around the World

Google partnered with Ipsos to discover how wealthy shoppers around the world research and buy luxury goods. Looking across three different markets in nine countries, they found that these wealthy consumers are among the most digital-savvy.

Globalism Is One of Four Top Trends for the New Year

Internationalism, instant gratification and the fast life, drawing the boundaries for digital, and prevention are the big four movements for 2014 identified as trends by market research firm Mintel’s new Consumer Trends Analysis.

Innovation

In order to keep up with a rapidly changing market, it’s crucial for brands to constantly seek new ways to innovate and evolve, not only in messaging, but as a company. In this Insight Brief, top marketers discussed the challenges, opportunities, trends and best practices involved in creating a truly innovative marketing campaign.

The International Journal of Mobile Marketing, Vol. 8 No. 2

This issue of the IJMM features articles about QR codes, mobile gaming, U.S. Hispanic mobile adoption, and mobile brand interaction in Southeast Asia.

New Wealth, New World: How and Why We Shop Around the Globe

The Nielsen Global Survey of Consumer Shopping Behavior included more than 29,000 online respondents in 58 countries. The findings shine a light on how consumers shop and what drives category purchasing.

The International Journal of Mobile Marketing, Vol. 8

This issue of the IJMM revisits mobile marketing in Canada in a special section of articles, case studies, and commentaries. Other articles include research of Gen Y's attitude to in-app advertising, consumer perceptions of smartphones, and young consumers’ responses to mobile ads that use different types of interactivity.

The Coca-Cola Company: 360 Degree Engagement is Important

Joseph V. Tripodi, executive vice president and chief marketing and commercial officer of The Coca-Cola Company, discussed how cultural leadership isn't just about the power of advertising, it's Coca Cola's ability to engage in real issues that affect the world.

A Trip to TAOS: Winning the Hearts and Minds of the Global Millennial Generation

The Coca-Cola Company re-invented itself and its message to connect with Millennials around the globe.

A Better Island Vacation

To shift the definition of what an “island vacation” means in the minds of consumers, British Airways and Visit Britain created a mobile campaign based on an iconic London sight — the Royal Guards — that encouraged viral buzz.

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