Service Brands

Insights on service brands

Service Brands


David Mattin, Admap, October 2014
This article looks at how businesses can improve their customer service by creating a culture of politeness, not just in their own interactions but by encouraging good behaviour in customers too.

Case Study

!DEA: Honey Bunny
Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how Idea Cellular (commonly referred to as !DEA), the Indian telecoms company, launched a ringtone to explain that it is a national network, not just a regional provider.


Calvin Chow, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how retirement solutions' provider Manulife made people in Hong Kong realise the importance of starting their retirement planning early.


Terence Ling, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study shows how AIA, one of Asia's best-known insurers, tackled its problem of high awareness but low consideration by rebranding across Asia with an optimistic but realistic message that people could relate to.


Loren Bade , Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how Cebuana Lhuillier, a pawn broker and money remittance service, promoted its remittance service in the Philippines by focusing on the emotional reasons for sending money.


Toffael Rashid, Laura Amin, Neamul Islam Maleque and M. Nafeezul Bari , Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how Bangladeshi telecommunications company Robi Axiata promoted national unity as well as sales by creating a world-record human flag.


Andy Wilson , Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how SingTel, the telecoms company, tackled its waning brand consideration scores with a grassroots campaign that focused on the passion that ordinary Singaporeans had for traditional street food.


Kamonwan Saenissara and Rachot Arunphan, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study explains how TrueMove H, a telecoms company, promoted its 3G product in Thailand with an emotional campaign that focussed on the role of everyday communication in people's lives.


Geoffrey Precourt, Event Reports, Canada's Customer Festival, March 2014

This event report sets out how RBC, the Canadian bank, put customer insights at the heart of its efforts to roll out a mobile wallet service.

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