Service Brands

Insights on service brands

Service Brands


Stephen Whiteside, Event Reports, Ad Age Data, October 2014

This event report breaks down how E*TRADE, the online brokerage, has put data at the heart of its marketing efforts.


James Hurman, Admap, January 2015

This article argues that brand strategy should be quite simple: to provide a quality product with branding that stands out from the competition.


Lena Roland, Event Reports, Marketing Society Annual Conference, November 2014

This event report considers some of the different approaches companies are taking with regards to technological innovation.


Lena Roland, Event Reports, Marketing Society Annual Conference, November 2014

This event report looks at how the easyJet airline turned around a brand that had pioneered a new budget market but which had subsequently lost focus.


Stephen Whiteside, Event Reports, The Market Research Event, October 2014

This event report breaks down how SunTrust, the financial-services provider, discovered and activated its brand purpose.


Charles Young and Adam Page, Journal of Advertising Research, Vol. 54, No. 4, 2014
The current research used McDonald's data to explore the relationship between advertising quality and sales growth. Based on a 6.5-year dataset involving more than 180,000 consumer interviews, the researchers found that nearly half of McDonald's sales growth could be explained by variables related to advertising quality.

Crawford Hollingworth, Warc Exclusive, The Behavioural Architects, March 2014

This article demonstrates how cognitive biases and heuristics impact human responses by using the example of the UK public's response towards the weather seen during the winter of 2013/14.


Fabio Buresti, Account Planning Group - (Australia), Silver, Strategic agency of the year, Best brief, Creative Strategy Awards 2014

This campaign promoted Boost Mobile, a prepaid brand that resells mobile services, in Australia by reframing the conversation around the category.


Dan Bye, Justin Graham and Ben Cooper, Account Planning Group - (Australia), Finalist, Creative Strategy Awards 2014

This case study explains how Optus, the mobile network, created shark detecting technology to demonstrate its network coverage.

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