Service Brands

Insights on service brands

Service Brands


Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2014

This event report breaks down JetBlue's formula for marketing success, as the air carrier seeks to stand out from major players in the category.


Stephen Whiteside, Event Reports, ANA Masters of Marketing, October 2014

This event report tells the story of how T-Mobile, the telecoms brand, transformed its position in the US by becoming the "Uncarrier", and taking on the established category norms disliked by consumers.


Paul Gregson, Jono Flannery and Dan Bye, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how Optus, an Australia mobile provider, created an ocean buoy that warned of shark attacks to boost cultural relevancy and demonstrate the value of its network.


Petia Misheva and Greta Koleva, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how, in difficult market conditions, Postbank Bulgaria created an innovative new loan category that combined a housing loan and a saving product in one new product: the Saving Mortgage Loan.


Catalin Florea and DIana Ceausu, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how Vodafone Romania told the real-life story of Ghita, an ordinary Romanian shepherd, to improve its brand metrics.


Lori Gibbs and Georgina Hooper, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how Australasian bank Westpac transformed customer banking relationships with technology that brings together data and communications to create a single customer view that seamlessly integrates multi-channel customer interactions.


Laura Davey, Chris Caley and Jacqui Purcell, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how Virgin Mobile Australia created a mobile gaming battleground in which consumers competed for prizes, to increase footfall into Virgin stores and seize the advantage from competitors.


Jay Chiat Strategic Excellence Awards, Bronze, 2014

This case study describes a re-branding exercise undertaken by All Nippon Airways (ANA), a Japanese airline that wanted to extend its global appeal.


Jay Chiat Strategic Excellence Awards, Honorable Mention, 2014

This case study explains how British Airways (BA), the airline, used billboard ads in the UK to capture people's attention, create wonder and show the variety of destinations available.

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