Service Brands

Insights on service brands

Service Brands

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

This event report outlines how storyboards have helped shape Airbnb's core brand mission, as well as assisting in its day-to-day projects.

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

This event report demonstrates how Virgin America, the air carrier, leveraged brand advocates at the local level to help it gain a foothold at Dallas Love Field airport.

Crawford Hollingworth, Warc Exclusive, The Behavioural Architects, March 2015

This article demonstrates how behavioural economics (BE) is being employed to improve public and business policies.

ARF Ogilvy Awards, Silver, Financial services, 2015

This case study explains a locally focussed campaign by Johnson insurance, a leading provider of home and auto insurance in Canada, which focussed on the town of Barrie, Ontario as a test site for a new approach.

ARF Ogilvy Awards, Gold, Financial services, 2015

This case study describes the launch of a new credit card product by Bank of America, which better serves people who struggle to manage their finances than traditional credit card products.

ARF Ogilvy Awards, Gold, Appliances, electronics & technology, 2015

This case study explains how Cox Communications, a US telecommunications company, created a personalised email program to improve customer service and reduce churn.

Mark Evans, Market Leader, Quarter 2, 2015

This article argues that the adoption of a service-led brand proposition is transforming the insurance business.

Geoffrey Precourt, Event Reports, Festival of Media Latin America, October 2014

This event report explains how the United States Postal Service (USPS) partnered with Sony Pictures, the film makers, to work with Spider-Man.

Stephen Whiteside, Event Reports, ANA Mobile First, December 2014

This event report explains how Starwood, the hotel company, uses a mobile app to provide a better experience for customers.



Service Brands

Theories and trends in branding services


Characteristics of successful services brands

An investigation of what constitutes service brands


Shangri-La Hotels & Resorts

Turning a human touch into business advantage


The evolution of services advertising

An analysis of progress and missed opportunities


Sex up service brands

Getting consumers to talk abut them passionately