What we know about building brands

This article provides marketers with information and guidance on building brands.

Key topics in this paper include:

  • Using communications to build a brand, including the ongoing importance of 'traditional' advertising.

  • Positioning and differentiating a brand, including a positioning checklist, and pitfalls for brands to avoid.

  • Building brands through 'purpose', including the major influences on a brand's trustworthiness.

  • Launching new brands, including three steps to build a successful brand from scratch.

  • Managing a portfolio of brands, including the most important questions to ask when setting a portfolio strategy.

  • Leveraging a brand extension, including the benefits and pitfalls of sub-branding.

  • Building disruptive and challenger brands,...

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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

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