Brands must beware the lure of firework fame

This article discusses the value of advertising to established brands, arguing that though it does not bring volume growth or new users, it is still important.

Brands must beware the lure of firework fame

Jeremy BullmoreWPP

Firecracker ads that briefly light up the sky are no way to build brand fame. Better to go the snowball route.

There are  a couple of irrefutable facts about advertising and established, repeat-purchase brands that many marketing people find so scary that they choose to behave as if they didn't exist. So most marketing directors conceal them from their boards, most annual marketing plans ignore them all together and most advertising agencies pretend they have never heard of them. The facts are these:

  • Advertising for an established brand is...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands