SUMMARY

This paper sets out some of the leading and fundamental e-commerce decisions John Lewis has taken...

Capturing the essence of a nation is the challenge for governments aiming to market their countries’ strengths.

This submission shows how Kenco revolutionised the coffee aisle with a brand extension that not only built on Kenco’s credentials and broadened its appeal, but created an entirely new sub-category to answer an emerging consumer need.

Executive Summary: To publicise its Summer Sale and reward its social media base, ASOS created the digital equivalent of people camping outside a shop before its sale starts.

VISION To make The Famous Grouse ‘FAMOUS’ for being Scotland’s No. 1 selling whisky by celebrating 30 years of brand building. WE’RE NUMBER ONE: 1980-2010 (AND BEYOND)