Service Brands

Insights on service brands

Service Brands


Institute of Communication Agencies, Silver, Canadian Advertising Success Stories, 2015

This case study explains how Koodo Mobile, the Canadian telecoms company, delivered six successive years of growth following its launch in 2008.


Institute of Communication Agencies, Silver, Canadian Advertising Success Stories, 2015

This case study demonstrates how McDonald's, the quick service restaurant chain, helped consumers see a new side of its Egg McMuffin product and grow sales in Canada.


Case Study

Scotiabank SCENE
Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2015

This case study explains how Scotiabank, a Canadian bank, used a cinema loyalty scheme to attract younger customers.


Institute of Communication Agencies, Gold, Canadian Advertising Success Stories, 2015

This case study demonstrates how WestJet, the Canadian airline, used a holiday real-time experience to gain media attention and grow revenue.


Institute of Communication Agencies, Silver, Canadian Advertising Success Stories, 2015

This case study describes how TD Bank launched its 'Dear Mortgage' campaign in Canada to differentiate its mortgage offers from those of its competitors and redefine the relationship homeowners have with their mortgage.


Institute of Communication Agencies, Gold, Canadian Advertising Success Stories, 2015

This case study demonstrates how Boston Pizza (BP), the Canadian quick service restaurant, targeted dads to stimulate growth again following the 2008 recession.


Institute of Communication Agencies, Gold, Canadian Advertising Success Stories, 2015

This case study demonstrates how American Express, the financial services provider, proved the link between its Platinum Card product and premium travel experiences by revitalising the airport as a sales channel, and grew applications in Canada as a result.


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.

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