Service Brands

Insights on service brands

Service Brands


European Association of Communications Agencies, Silver, Euro Effies, 2014

This case study describes how Vodafone, the mobile network provider, launched a new phone tariff in Europe to increase its revenue per user by talking about the emotional connection people have with their phone.


Low Lai Chow, Event Reports, Adobe Digital Marketing Symposium, July 2014

This event report outlines how Maybank, a Malaysian financial services group, tackled digital transformation.


Lee Markowitz, Lucy Balbuena Robles, Paul Crowe and Helen Wing, ESOMAR, Congress, Nice, September 2014

This paper explores the role of marketing in the success of a new product innovation, answering the question of whether good products rise or fall only on their own merit, or whether skilful marketing can nurture a product to success.


Low Lai Chow, Case Studies on Warc, July 2014

This case study looks at how British Airways tapped into business-related social media to attract its target audience with carefully selected content.


Martijn van Keulen and Hans Zijlstra, ESOMAR, Congress, Nice, September 2014

This paper describes a research project undertaken by Air France KLM that aimed to make the airline more customer centric.


Nick Milne and Nick Baker, ESOMAR, Congress, Nice, September 2014

This paper demonstrates how Telefonica and O2, the telecoms company and brand, developed a research-based system for improving customer experience.


Annelies Verhaeghe, Natalie Malevsky and Thijs Van de Broek, ESOMAR, Congress, Nice, September 2014

This paper highlights six common myths in research and sets out related best practices for generating new consumer insights, using work with Telefonica, the telecoms company, as an example.


Maria Domoslawska, Heather Dougherty and Mark Canada, ESOMAR, Congress, Nice, September 2014

This paper provides practical advice for market researchers who feel overwhelmed by the amount of  data generated by new technologies and want to incorporate traditional research methods into this new 'paradigm'.


Stephen Whiteside, Event Reports, Argyle CMO Leadership Forum, June 2014

This event report discusses why Principal Financial Group has made simplifying the financial-services category a core component of its strategy.

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