July 9, 2018

A challenger brand is “defined, primarily, by a mindset – it has business ambitions bigger than its conventional resources, and is prepared to do something bold, usually against the existing conventions or codes of the category, to break through. While we commonly refer to the challenger brand as the underdog, this is no longer the most frequent form of challenger; challenger brands today are more often focused on what they are challenging (about the...

July 9, 2018

Remember the study from Iligo on “Drive-to-web”? It showed that 74% of urbans would end up searching on the website of a brand seen in OOH and 71% would use their smartphone to do so. It also showed that 80% of urbans already bought a product seen in OOH through the website of the brand and 72% through their smartphones. This study targeted 62% early adopters and 45% mobile adopters.

Remember the recent study, by global marketing researchers, Nielsen,...

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