Brand Launches

Launching and relaunching brands

Brand Launches

Geoffrey Precourt, Event Reports, ANA Digital & Social Media, July 2014

This event report explains how MINI, the auto marque owned by BMW, connected with its brand enthusiasts and maximised a budget smaller than many of its competitors' when launching the 2014 Cooper Hardtop.

Brian Carruthers, Event Reports, Marketing Week Live, June 2014

This event report describes how MaxiNutrition, the sports nutrition brand, used a sampling event in the UK to trigger social media engagement.

Stephen Whiteside, Event Reports, Internet Week New York, May 2014

This event report explains how SOL REPUBLIC, the headphones brand, is targeting an audience of 18–28-year-olds, and seeking to stand out in a category currently dominated by Beats by Dre, the market leader.

Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study explains the concept of Thunderclap, a social media tool which allows people to spread messages through grassroots supporters, including three brand examples.

Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes a campaign by Toyota to promote its AQUA eco-friendly car model in Japan, using visible social action projects to enhance its environmental credentials and increase sales.

Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study demonstrates how Procter & Gamble (P&G), the consumer goods company, launched Vicks ZzzQuil, a sleep aid medication sold over-the-counter in the US and became the branded category leader.

Stephen Whiteside, Event Reports, Mobile Media Upfront, May 2014

This event report describes how E*TRADE, the financial services company, relaunched its brand in the US to target a narrower consumer group, using a campaign during 'March Madness' and increased digital adspend.

Geoffrey Precourt, Event Reports, Focus on Consumer Insight, May 2014

This event report discusses how REVOLT, a new cable network headed by rapper and entrepreneur Sean "Diddy" Combs, is attempting to engage millennials in the US.

Warc Exclusive, May 2014
This article provides marketers with information and guidance on building brands. Key themes include the role of communications; positioning and differentiation; building brand purpose; launching new brands; managing a portfolio of brands; leveraging brand extensions; building disruptive and challenger brands; and refreshing/revitalising brands.



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