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Research papers

Choose change

The TRUE power of knowledge lies in its role of informing and guiding a brand’s future marketing plans. Usually knowledge is retrospective: marketers and advertisers learn from their success as well as mistakes; they seek to project the future...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Authors: Maggie Collier, Kirsty Fuller
Company: Flamingo
September 1, 1998
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Citation

Collier and Fuller (1998a, September 01). Choose change . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/choose-change-


Research papers

Complacency kills

This paper looks at the role of forward-looking trend research and analysis in helping to protect the cool equity and youth credibility of the Levi’s ® brand. From the start point of qualitative research, it examines the importance of...

Catalogue: Seminar 1997: How To Be Number One In The Youth Market
Authors: Kirsty Fuller, Flemming From Thygesen
Companies: Flamingo, Levi Strauss & Co.
October 22, 1997
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Citation

Fuller and From Thygesen (1997a, October 22). Complacency kills. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/complacency-kills


Research papers

Breaking free from the testing mentality

Attending seminars and conferences on 'European' advertising and brands, Levi's is often quoted as an example of how pan-European marketing campaigns can work across Europe. The objective of this paper is to provide a brief insight into the way in...

Catalogue: Seminar 1994: Building Successful Brands
Authors: Kirsty Fuller, Martin Rippon
Companies: RDSi, Levi Strauss & Co.
June 15, 1994
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Citation

Fuller and Rippon (1994a, June 15). Breaking free from the testing mentality. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/breaking-free-from-the-testing-mentality