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Webinars

How to Build Brands Post-Covid by Fulfilling the Consumer?s Quest for Meaning

What's it about?Every year, brands spend over $560 billion (and counting) to convince us to buy their products. Yet, as consumers we have become insensitive to most advertising. We easily forget brands and may switch to another product on a...

Catalogue: Webinars 2022
Authors: Stephen Kraus, Emmanuel Probst
Companies: MRII, IPSOS
May 12, 2022
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Citation

Kraus and Probst (2022a, May 12). How to Build Brands Post-Covid by Fulfilling the Consumer?s Quest for Meaning. ANA - ESOMAR. Retrieved June 25, 2024, from


https://ana.esomar.org/documents/how-to-build-brands-post-covid-by-fulfilling-the-consumer-s-quest-for-meaning


Research papers

How to continue being a culturally relevant brand?

The business challenge was clear ... to maintain and enhance Coca-Cola's value as a cultural icon. The objective was to refresh its identity as a synonym of happiness and optimism, in a world that might be lacking those values today. The final goal...

Catalogue: Latin America 2012: Uncovering Opportunities
Author: Omar Fuentes
Company: The Coca-Cola Company
May 3, 2012
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Citation

Fuentes, O. (2012a, May 03). How to continue being a culturally relevant brand?. ANA - ESOMAR. Retrieved June 25, 2024, from


https://ana.esomar.org/documents/how-to-continue-being-a-culturally-relevant-brand-


Research papers

The sound of silence

This paper presents the results of research carried out amongst the youth populations in three countries (Brazil, Venezuela and Mexico) utilizing four brands that are, at the same time, sufficiently international and also important for the youth...

Catalogue: Latin America 2001
Authors: Jaime Troiano, Walter Costa, Sérgio Guardado
May 1, 2001
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Citation

Troiano, Costa and Guardado (2001a, May 01). The sound of silence. ANA - ESOMAR. Retrieved June 25, 2024, from


https://ana.esomar.org/documents/the-sound-of-silence