Finding the Reason to Be: Creating a Durable Brand Identity

Over the last decade, the concept as newspaper branding - through means such as image advertising, logo design and product extensions - was seen as a possible solution to the problem of declining readership figures.

Finding the reason to be: creating a durable brand identity

David MillerPhinney/Bischoff Design House, Seattle

On a recent return trip to Seattle, I witnessed firsthand the stark reality of just how grave the condition of branding is in today's newspapers.

Over the course of five hours, I received five separate national and major metropolitan newspapers.

All of them handed to me — for free.

I received one at my hotel door, another from the car service, in the airport sky lounge, at the airport concourse, and finally on the airport shuttle bus.

When did these journalistic legacies start getting...

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