Five steps to building a relevant brand - and what not to do

This event report outlines five common mistakes brands make that make them irrelevant and suggests strategies for ensuring brands can achieve enduring success.

Five steps to building a relevant brand – and what not to do

Anna Hamill

In a brutally competitive consumer landscape, it does not take many bad decisions for a brand to go from top of the pile to the bottom of the heap.

And in the view of Umang Shah, Director of Digital Marketing & Marketing Innovation for Campbell's, the first stage of brand irrelevancy is perhaps unexpected: finding enormous success.

"When you're really working hard to get something to work, and when you get some traction and you get it, it's easy to maybe become complacent."

Shah outlined...

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