Service Brands

Insights on service brands

Service Brands


Stephen Whiteside, Event Reports, IEG Sponsorship, April 2015

This event report shows how AT&T, the telecoms giant, is reinforcing its core brand proposition by activating its naming rights of the home stadium of the Dallas Cowboys.


Sunando Das, Admap, May 2015

This article explains how social media insights can be harnessed, together with survey insights, to help marketers develop personalised, one-to-one marketing strategies.


Geoffrey Precourt, Event Reports, BAA Link Brand Activation Showcase, April 2015

This event report outlines how PNC, the financial services firm, boosted its philanthropy efforts by partnering with Sesame Workshop on a program to improve child education.


Chris Caley & Alicia Philipp, Warc Prize for Social Strategy, Shortlisted, 2015

This case study explains how Virgin Mobile Australia launched its new brand positioning 'Making Mobile Better' with a social media campaign based around food.


David McNamara, Warc Prize for Social Strategy, Shortlisted, 2015

This case study explained how Domino's Pizza UK increased brand preference and sales with a social media strategy.


Tahaab Rais, Warc Prize for Social Strategy, Shortlisted, 2015

This case study explains how Emirates NBD, the Middle East's leading bank, engaged affluent parents by creating a social experiment where it asked children to send a message to their future selves.


Martin Beverley, Warc Prize for Social Strategy, Shortlisted, 2015

This case study describes how Three, the mobile phone network, encouraged customers to share photos from their holidays online to promote a new free roaming policy.


Stephen Whiteside, Event Reports, South by Southwest, March 2015

This event report discusses how Aflac, the insurance provider, has given the iconic mascot from its TV spots a voice on social media – a process based around a detailed "Duck dossier".


Andrea Sophocleous, Event Reports, ad:tech Sydney, March 2015

This event report looks at how two different companies have successfully utilised loyalty programs to acquire customers and increase profitability.

WARC RECOMMENDS


WARC BRIEFING

Service Brands

Theories and trends in branding services


RESEARCH PAPER

Characteristics of successful services brands

An investigation of what constitutes service brands


CASE STUDY

Shangri-La Hotels & Resorts

Turning a human touch into business advantage


RESEARCH PAPER

The evolution of services advertising

An analysis of progress and missed opportunities


ARTICLE FOCUS

Sex up service brands

Getting consumers to talk abut them passionately