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Videos
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Citation

King and Calvachi (2024a, August 05). Making Your Brand Culturally Iconic. ANA - ESOMAR. Retrieved September 17, 2024, from


https://ana.esomar.org/documents/making-your-brand-culturally-iconic-12486


Research papers

Using AI for Innovating Brand Strategy

Measuring and understanding brands is a very difficult challenge in marketing. Brand research is typically done using surveys. The common method is to show respondents a series of brand statements (e.g., is a brand I trust, reliable, etc.) and the...

Catalogue: North America 2024 - Innovation
Authors: Marco Vriens, Rogier Verhulst
Companies: LinkedIn, Kwantum
July 5, 2024
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Citation

Vriens and Verhulst (2024a, July 05). Using AI for Innovating Brand Strategy. ANA - ESOMAR. Retrieved September 17, 2024, from


https://ana.esomar.org/documents/using-ai-for-innovating-brand-strategy-12429


Research papers

Making Your Brand Culturally Iconic

The Dig Insights team were able to help La-Z-Boy position the brand to be one that restores body and soul, leaning into the concept of celebrating laziness; ultimately, reminding people to create moments that they want to keep living in. The end...

Catalogue: North America 2024 - Innovation
Authors: Jorge Calvachi, Patricia King
Companies: La-Z-Boy, Dig Insights
July 5, 2024
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Citation

Calvachi and King (2024a, July 05). Making Your Brand Culturally Iconic. ANA - ESOMAR. Retrieved September 17, 2024, from


https://ana.esomar.org/documents/making-your-brand-culturally-iconic


Videos

Targeted Curiosity at Cathay Pacific

Cathay Pacific seeks to ?move beyond? by extending its home market from Hong Kong (~7 million people) to the Mainland Greater Bay Area (GBA) (~76 million people), and becoming a premium lifestyle brand. It seeks to do this in a difficult time for the...

Catalogue: Asia Pacific 2023 - Innovation
Authors: Melissa Yow, Nick Clarke, Carissa Cater
November 22, 2023
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Citation

Yow, Clarke and Cater (2023a, November 22). Targeted Curiosity at Cathay Pacific . ANA - ESOMAR. Retrieved September 17, 2024, from


https://ana.esomar.org/documents/targeted-curiosity-at-cathay-pacific--12350


Research papers

Targeted Curiosity at Cathay Pacific

Cathay Pacific seeks to ?move beyond? by extending its home market from Hong Kong (~7 million people) to the Mainland Greater Bay Area (GBA) (~76 million people), and becoming a premium lifestyle brand. It seeks to do this in a difficult time for the...

Catalogue: Asia Pacific 2023 - Innovation
Authors: Melissa Yow, Nick Clarke, Carissa Cater
Companies: Forethought, Cathay Pacific
November 22, 2023
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Citation

Yow, Clarke and Cater (2023a, November 22). Targeted Curiosity at Cathay Pacific . ANA - ESOMAR. Retrieved September 17, 2024, from


https://ana.esomar.org/documents/targeted-curiosity-at-cathay-pacific-


Videos

What's the occasion?

How to maximise occasion opportunities for your brand in 2024 and beyond.

Catalogue: Congress 2023
Author: Simon Bailey
Company: Kantar
October 5, 2023
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Citation

Bailey, S. (2023a, October 05). What's the occasion?. ANA - ESOMAR. Retrieved September 17, 2024, from


https://ana.esomar.org/documents/what-is-the-occasion


Videos

Sustainability at high-speed

Revolutionising a mature sector with the creation of a new brand.

Catalogue: Congress 2023
Authors: Oscar Santamaria, Jordi Crespo
Companies: IRYO, Hamilton Global Intelligence
October 5, 2023
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Citation

Santamaria and Crespo (2023a, October 05). Sustainability at high-speed. ANA - ESOMAR. Retrieved September 17, 2024, from


https://ana.esomar.org/documents/sustainability-at-high-speed


Research papers

Uncovering the Human Voice for Deep Insights

Consumers naturally build relationships with the brands they interact with, and over time these interactions can turn into what is referred to as ?Brand Love? (Sternberg, 1986). In this way, the manner in which interactions are structured holds...

Catalogue: Congress 2023
Authors: Bernard Brenner, Jasmin Fischer, Melissa MacGregor, Justin Schoen, Camila Angio, Lucas Henderson, Sarah Johnson, Kyle Stalcup, Michael Tapp, Jack Penzer
September 28, 2023
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Citation

Brenner et al. (2023a, September 28). Uncovering the Human Voice for Deep Insights . ANA - ESOMAR. Retrieved September 17, 2024, from


https://ana.esomar.org/documents/uncovering-the-human-voice-for-deep-insights


Videos

Uncovering the Human Voice for Deep Insights

Consumers naturally build relationships with the brands they interact with, and over time these interactions can turn into what is referred to as ?Brand Love? (Sternberg, 1986). In this way, the manner in which interactions are structured holds...

Catalogue: Congress 2023
Authors: Bernard Brenner, Jasmin Fischer, Melissa MacGregor, Justin Schoen, Camila Angio, Lucas Henderson, Sarah Johnson, Kyle Stalcup, Michael Tapp, Jack Penzer
Companies: Microsoft, SHARE Creative
September 28, 2023
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Citation

Brenner et al. (2023a, September 28). Uncovering the Human Voice for Deep Insights . ANA - ESOMAR. Retrieved September 17, 2024, from


https://ana.esomar.org/documents/uncovering-the-human-voice-for-deep-insights-12164