Point of View: Desire versus need

This article argues that part of the importance of planning is to understand and execute brand strategy - which sometimes means helping clients to think more strategically.

Point of View: Desire versus need

Merry BaskinBaskin Shark

The old adage goes that if you give customers what they want, your company will grow more quickly than anyone else's. That may be true when marketing to the public, i.e. 'regular consumers', but does it work for agencies and their clients in the B2B world? At a recent strategy training course for planners, I was explaining the ideal declension of objectives and strategies. Start at the top with knowing the company business objectives, then move on to defining brand and marketing objectives and strategies coming out of those, and...

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