Since the beginning of advertising, successful marketers have recognized the importance of consumer research. And it has long been accepted that consumer research should establish how promotional ...

According to the agency, the tool can help brands understand their cultural relevance compared with competitors, track shifts in cultural perception and pinpoint areas they should focus on to enhance ...

Netflix has spent billions of dollars on original movies but haven’t launched a single successful franchise. Why are they so ...

PARIS — What may be the world’s most popular cultural product is a video game called Grand Theft Auto V. It broke gaming industry records in September by grossing $1 billion in the first three ...

TikTok is where communities forge the pulse of modern culture, and for brands, the platform offers a golden ticket to relevance — an opportunity to not only ride the wave of trends but to shape ...

“The reason we are doing this, the whole catalyst, was for us to position ourselves and make ourselves culturally relevant,” said Lenna Yamamichi ... “This year’s celebration of National Pancake Day ...