The Warc Blog

The Warc Blog

Why joining up the organisation needn’t be cosy
 
Posted by: Brand Learning
 
Brand Learning

It’s obvious to us that the best route to sustained growth is by motivating more customers to spend more with your company. Mergers & acquisitions and improving operational efficiency can also deliver growth, but are inevitably limited over time – so sustained growth requires selling more products and services to customers: by creating superior customer value.

The trick comes in how you manage it. Do you offer people the most technically amazing products and services in the market? Do you tailor your products for the needs of your intermediaries to create strong routes to market? Do you drive operational efficiency to delight customers with reliability, speed and price? Do you innovate to tap into emerging customer behaviours? The priorities will differ depending on where you sit in the organisation. I’m sure you can pick out the different leanings of technical, operations, finance, sales and marketing teams. And all could argue they are customer-centred.

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Subjects: Marketing, Brands, Consumers

20 October 2014 13:07

It doesn't give you wings
 
Posted by: Guest blog
 
Guest blog

This post is by John Drake, vp of brand strategy at Drake Cooper. He blogs regularly on campaign planning.

For years Red Bull has used the tagline it "gives you wings". Recently, a long-time Red Bull drinker sued the company because, despite drinking the brand for years, it had failed to give him wings or improve his athletic or intellectual performance. The consumer won and Red Bull settled for $13 million.

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Subjects: Advertising, Brands

20 October 2014 12:07

Sharpening your instincts for the Digital Age
 
Posted by: Brand Learning
 
Brand Learning

Our instincts are key to survival but as we explore in this blog post, we don’t believe they are enough for us to thrive in such rapidly and dramatically changing digital times.

Last month we delivered a lecture for the London Marketing Academy entitled “From Surviving to Thriving, Sharpening your Instincts for the Digital Age,” in which we covered 4 instincts we need to sharpen for success in the digital age...

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Subjects: Digital, Marketing, Brands

16 October 2014 15:51

How marketing can pre-empt digital disruption
 
Posted by: Brand Learning
 
Brand Learning
We all know that the impact of digital technologies has changed businesses profoundly. It has created an exciting time for leaders who can create new operating models, strategies and approaches. It is of course, also a challenging time. Change brings uncertainty, resistance and failures as well as successes. We need to keep pace with our customers – but they are transforming their behaviours more quickly than most businesses are able to mirror.

In this blog series, we will take a closer look at the implications of this both on a personal and organisational level. No organisation has ever adapted without inspiring its people to change. And no individuals have effectively transformed an organisation without looking more broadly than the behaviours of a few lone people. Bringing together the individual and organisational is something we believe in passionately, and have written about before.
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Subjects: Digital, Marketing, Brands

13 October 2014 09:45

Two takes on brand purpose from WFA and We Are Social
 
Posted by: Guest blog
 
Guest blog

This post is part of the WFA's Project Reconnect, and is written by Will Gillroy, Director of Communications at the WFA, and Simon Kemp, Regional Managing Partner for We Are Social in Asia.

Brand purpose: you don't know the half of it

Purpose isn't about saving the planet (although it can be). Marketers should take a wider view of the power of purpose, suggests Will Gilroy, Director of Communications at the WFA.

When marketers think about purpose and the brands that epitomize it, they often just see half the picture.

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Subjects: Brands

06 October 2014 14:46

Pushing the Good in Goodvertising
 
Posted by: Guest blog
 
Guest blog

An invitation to build lasting brand initiatives called Social Enterprises

This blog is by Ethel Sanchez, Regional Planning Manager at Lowe and Partners Worldwide.

At this point, so much solid proof has been put out there of the tangible and intangible gains brands get to reap for doing good (or as the industry fondly calls it, for effecting positive change in people's lives). I've been closely observing the recent inundation of goodvertising work globally, in awe of the way the world's most creative minds are building brands through ideas that genuinely make the world a better place. I am dreaming of this phenomenon evolving further into development of initiatives with the same power and longevity as the brands they support; initiatives with sustainable impact, not just bursts of brand buzz; initiatives that are self-liquidating, independent of corporate budget allocations generated inevitably through higher pricing.

I think it's just a step away.

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Subjects: Brands, Marketing

01 October 2014 09:35

Five reasons licensing is key to the retail industry
 
Posted by: Guest blog
 
Guest blog

This post is by Darren Brechin, Event Director at Brand Licensing Europe.

The licensing industry is a part of our everyday lives, and it is only getting larger. For retailers, in particular, it presents a variety of key and unique opportunities, but what exactly do these consist of and why are they so crucial?

1. It's a multibillion-dollar retail market globally

The licensing industry is huge and it is continuing to grow. Sales of licensed products generated an estimated $115.75 billion in the US and Canada alone last year, according to the Licensing Industry Merchandisers' Association – that's the third consecutive year that this figure has grown. The seminars held at Brand Licensing Europe give some essential insight into this growth, including trends and upcoming industry opportunities.

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Subjects: Brands, Marketing

22 September 2014 14:32

Connecting the connected in the 'internet of things'
 
Posted by: Guest blog
 
Guest blog

This post is by Jack Morgan, summer intern at Warc.

With the number of devices connected in the internet of things (IOT) expected to rise to between 26 billion (Gartner estimate) and 40.9 billion (ABI research estimate) by 2020 it is unclear exactly what the opportunities and threats are ahead. With this in mind Ogilvy decided to put together a series of speakers to discuss what the rise of the internet of things means for brands.

Better use of data

According to Liri Andersson, founder of this fluid world, we are currently using only 0.5% of the available data to understand human interaction with devices. With the rise in connected devices, the issue of quality information will be challenging.

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Subjects: Digital, Brands

18 September 2014 11:36

The 3Ps of great connected marketing
 
Posted by: Guest blog
 
Guest blog

This post is by Simon Kemp, Regional Managing Partner for We Are Social in Asia, and is part of the WFA's Project Reconnect.

As part of our work with the World Federation of Advertisers, we've been exploring the factors that define best practice marketing in today's connected age.

In July, we shared the marketing activities that the world's top marketers believe are setting today's gold standard, and what those particular brands do to succeed and stand out.

Today, we're digging deeper into the factors that determine overall brand success.

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Subjects: Brands, Marketing

15 September 2014 11:04

Brand Building in the Information Age
 
Posted by: Waqar Riaz, Cheil Worldwide
 
Waqar Riaz

Nikolai Kondratiev made a wonderful contribution to economic history with his long wave theory. He argued that the capitalist development was made of long waves. These waves are 45 - 60 years long and represent one cycle of global economic growth. They are successive sine curves highly linked to innovations in technology. According to this theory, technology is pushing the economy of brands into their 3rd wave of development. The first era was led by technological advancement in the production of goods, such as, large-scale plants, the second wave came with the technological advancements in media such as TV, Radio and Print and the 3rd wave, the present one, is led by the advancements in Information and Communications Technology (ICT).

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Subjects: Marketing, Brands, Consumers

09 September 2014 17:23

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