Latest Research

FEATURE: US market entry: why barriers to market entry are advantages in disguise

By Stephen Esbin / Brand Republic
25-May-04

Stephen Esbin explains how a simple change of perspective can simplify entry into the complex US marketplace.

CASE STUDY: Boots No7 - intelligent media planning

By Professor Angus Jenkinson and Branko Sain / Brand Republic
24-May-04

How adding mail media helped Boots launch a new cosmetic. By Angus Jenkinson, Professor of Integrated Marketing and Branko Sain, Research Fellow in Integrated Marketing at Luton Business School.

Using mobile phones to boost TV ratings

By The McKinsey Quarterly / Brand Republic
07-May-04

To realise the benefits of interactive technology, broadcasters and mobile carriers must work on their own interaction. Article from the McKinsey Quarterly.

Organic opportunities in the new EU

By Organic Monitor / Brand Republic
03-May-04

The extension of the EU eastwards - expanding a trading block that now houses more than 450m consumers - is to bring opportunities to organic food producers, according to industry consultants Organic Monitor.

CASE STUDY: The National Trust - direct marketing as brand leader

By Professor Angus Jenkinson and Branko Sain / Brand Republic
01-May-04

Direct marketing is extremely important to the development of the National Trust and is instrumental in developing a brand strategy. Angus Jenkinson, Professor of Integrated Marketing and Branko Sain, Research Fellow in Integrated Marketing at Luton Business School, show how the National Trust direct marketing team were instrumental in developing its Integrated Marketing practice.

FEATURE: Towards customer decision-making knowledge

By BestofBiz / Brand Republic
01-May-04

In search of the holy grail: this Briefing gives some insights and information about how customers think and feel, how they actually behave and why they actually buy. Article from BestofBiz, the business information site of the London Business School. This article can also be viewed free on the BestofBiz website.

FEATURE: How UK organisations can conquer US vertical industries effectively

By Flora Iacchia / Brand Republic
05-Apr-04

It has become increasingly difficult for UK companies to sell to the US if they lack Stateside customers who can act as local references. US-based marketing and PR consultant Flora Iacchia explains how marketers can overcome this hurdle.

FEATURE: People to people - five lists for ensuring that employees drive CRM success

By Ian Corner and Beth Rogers / Brand Republic
01-Apr-04

Many organisations are still unable to realise the benefits of customer relationship management. Ian Corner and Beth Rogers suggest that the core differences between successful systems and inadequate systems lie primarily with the ways in which people relate to the organisation and the CRM system they use.

The Philosophy of Branding

By Thom Braun / Brand Republic
29-Mar-04

Great philosophers think brands in this refreshingly witty new book, published by Kogan Page. Read one chapter free of charge here on Think. Author Thom Braun, director of Unilever's global marketing academy, looks at brands through the minds of great Western philosophers and draws practical conclusions for today’s marketers.

Agenda of a shareholder activist

By The McKinsey Quarterly / Brand Republic
25-Mar-04

Fund managers should be good owners, not just traders, believes the head of Europe’s leading shareholder-activist fund. An interview with David Pitt-Watson, the managing director of Hermes Focus Asset Management, from the McKinsey Quarterly.