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Key reading

cultural innovation

Coca-Cola on cultural insight

This article discusses how the global beverage brand manages to stay culturally relevant, despite its long heritage. It shows how, while Coca-Cola has embraced a "better world" brand positioning for the last 100 years, it has needed to regularly refresh its marketing communications to suit the prevailing mood of the time.
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Why cultural innovation gets results

This article suggests that cultural innovation is a superior approach to functional improvement.

Conducting and integrating cultural analysis

How culture, routinely ignored by "traditional" market research, can be an inspiring source of insights.

Semiotics can make brands magical

This paper gives guidance on how to use the 'inside-out' research approach of semiotics.


Latest case studies

Vodafone: Between us

This case study shows how Vodafone, a mobile carrier, was able to tackle the huge social problem of domestic violence in Turkey by using a specially developed app.

Plan Norway: #StopTheWedding

This case study describes how Plan Norway, an NGO working for girls' rights, raised awareness about child marriage and its consequences among women, youth, politicians and the general public and recruited new supporters by making the problem feel closer to home.

Johnnie Walker: Keep the flame alive

This case study demonstrates how Johnnie Walker, the most widely distributed blended Scotch Whisky in the world, transformed Lebanon's media landscape and social conversations by reigniting the spirit of resilience of the Lebanese people with its 'Keep Your Flame Alive' campaign.

Toyota: Mas que un auto

This case study looks at Toyota's campaign in the US to engage Hispanic consumers with the assurance that their car is an achievement and milestone.

Latest articles

Redefining snacks: From conventional snacks to snack replacements

This report provides key facts and figures about the global snacks market, analysing the impact of the growing segment of the non-snack food market rebranding itself as snack replacements and creating a shift in the competitive landscape.

How Apple and Facebook misread India, but Samsung and Vivo got it right

This article explores common challenges facing Western tech brands in India, and provides insight into how Samsung and Vivo successfully localized to grow market share.

Velocity 12 Markets: Reshaping the world view of middle-class growth

This research by Ogilvy and Mather investigates the opportunities and challenges for brands in 12 developing markets.

How Mattel made Barbie relevant again

This event report discusses how Mattel, the toy manufacturer, transformed its iconic Barbie brand to suit changing consumer attitudes and preferences.

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Monique Dolbin

Americas

Monique Dolbin
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Asia Pacific

Ed Pank
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