Service Brands

Insights on service brands

Service Brands


Stephen Whiteside, Event Reports, Ad Age Digital Conference, April 2015
This event report outlines Burger King's approach to "storymaking", which is a distinct approach from the more traditional "storytelling" pursued by brands. While storytelling typically takes the form of brands pushing out narratives, storymaking involves entering conversations that have already gained digital traction organically.

Stephen Whiteside, Event Reports, Advertising Age Digital, April 2015

This event report addresses how Taco Bell, the quick-service restaurant chain, has refined its presence on social media.


Stephen Whiteside, Event Reports, Advertising Age Digital, April 2015

This event report discusses the measurement challenges facing brands, based on the experience of AT&T, the telecoms company.


Euromonitor Profiles, July 2015
This Company Profile from Euromonitor provides key details and analysis of MasterCard Inc. Included is a strategic evaluation with key facts about the US company, competitive positioning against comparative brands, and assessment of its position in the financial services market.

Geoffrey Precourt, Event Reports, ARF Audience Measurement, June 2015

This event report discusses how Delta Air Lines determines its standing with consumers based on their holistic experiences, rather than just responses to its paid-media output.


Peter Sena, Admap, July/August 2015

This article argues that the digital landscape requires cross-functional teams and agile marketing practices, and gives examples of brands that are getting it right.


Imaad Ahmed, Event Reports, Cannes Lions, June 2015

This event report looks at some of the ways that fast food chain McDonald's is addressing the various challenges it faces around the world.


COMPANY PROFILE

Visa (Financial)
Euromonitor Profiles, June 2015
This Company Profile from Euromonitor provides key details and analysis of Visa. Included is a strategic evaluation with key facts about the US company, competitive positioning against comparative brands, and assessment of its position in the financial services market.

Charlotte Nau and Bettina Mütze, TNS, Intelligence Applied, June 2015

This article explains how brands can use social listening to save money on consumer research, but only when they manage the mass of data properly.

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