...young cool dudes at play’ positioning, and then you have your fetishistic treatment of the product itself … beautifully lit beer bottles glistening with just the right amount of condensat...

...uch as renegotiating fees paid to agencies and dictating to agencies which vendors to use in the production of commercials in a bid to pass on savings on marketing to consumers. Innovation was indee...

...ve served as catalysts for clients to come up with new ideas and experimentation to market their products." Eight other agencies selected: "Clients have not found it necessary to change their marketin...

...with a bad musical fit or no music at all. Respondents were also 24 percent more likely to buy a product with music they recalled, liked and understood. In an era where intangibles make up an ever-g...

...g what is pointless, what they can live without. This means the pool of prospective buyers for a product is actually bigger than in the boom times if you can reach and persuade them. And thanks to coc...

...ar.” Where it can, Smythson is implementing a strategy of “de-specking’’ products, removing some of the bells and whistles that allow products to be sold at a lower price, but ...

...ear olds that make up Generation X and Y. For these generations, the mobile phone is THE branded product that is at the pinnacle of their branded lifestyles, not only being a status marker, but offeri...

...is only an elevator ride away. Couple all of this with utterly spectacular views, and you have a product that not only is designed for the rich and famous but will attract them ‘en masse’....

...er platform, hardware and software, only commanded a 5% market share at best, and was mainly the product of choice for the creative community. It became like a religion and you weren’t really cr...

... agency, a brand's advertising undergoes new thinking at a new agency or a new or revised brand, product or service is introduced. In DTAC’s case, apart from adopting the brand icon (the fan) of...