With another summer of high profile sports events coming to a close, all manner of brands have been fighting to secure their place in the increasingly complex and high stakes world of sponsorship. Nichola Kent-Lemon shares the key factors in the success of your sponsorship?
Building an irresistible brand is the marketing holy grail. TNS recently carried out a study of over 2,000 global brands to unlock the key of irresistibility. Here Roz Calder and Michael Cook talk us through the study and define the 8 key drivers for marketers.
In the second of our new extensive look into the world of semiotics, Chris Arning of Creative Semiotics, talks about the value of semiotics in research, and how organisations can understand the cultural meaning of their brand.
Organisations are pinning significant hopes on Asia for growth and are striving to deploy their brands optimally in these markets. But all too often they arrive with a very western idea of a brand. Here James Parsons, winner of the Best Paper Award at ESOMAR’s APAC 2013 event, talks about what the difference in brands in Asia.