You have already chosen to receive updates on this topic.

you can review you topic selection in Your Warc.


Your topic selection has been saved successfully.

You'll now receive a weekly Topic Update email when there's new content on this topic.

You can review your topic selections in Your Warc.


You will receive a weekly email whenever there’s new content on this topic.


You can review the topics you follow in Your Warc.

Key reading


Why loyalty is not the Holy Grail

Byron Sharp and Kate Newstead on why global brands, including HSBC, have moved away from loyalty marketing. The paper argues that, to grow, you need many more customers, most of whom will be light buyers of the brand.
Not a subscriber? Download this sample

Marketing science opens up creative opportunity

How marketing science challenges many of the received wisdoms of advertising, including the need for differentiation.

Mythbuster: Marketing always needs to make sense

Les Binet and Sarah Carter argue that often the most effective marketing doesn't make sense.

Differentiation or salience?

Andrew Ehrenberg's classic paper on what makes a brand leader: brand differentiation or brand salience.

The Ehrenberg Legacy

The ground-breaking findings into buyer behavior and brand perceptions of the late Andrew Ehrenberg.

Latest case studies

Australian Institute of Management (AIM): Inspiring Australians to realise their power

This case study shows how the Australian Institute of Management (AIM) increased its revenues with a small marketing budget by getting more Australians to take AIM courses and more organisations to outsource learning and development to AIM.

Shell Lego: Created by Us, built by You

This case study shows how Shell V-Power, a global premium fuel brand, increased market penetration and consumer preference by offering exclusive LEGO Ferrari model sets with fuel purchase.

Paramanya: A million downloads in a month

This case study shows how Paramanya, a localised mobile game in Turkey, launched with a three-phase strategy to generate awareness and interactivity.

Coca-Cola: Share a Coke with Vietnamese Teens

This case study describes how Coca-Cola, the soft drinks brand, connected with young people in Vietnam with customised cans to increase sales.

Latest articles

Do Price Promotions Help or Hurt Premium-Product Brands? The Impact of Different Price-Promotion Types on Sales and Brand Perception

Although various types of price promotion are used to increase sales, they negatively may affect consumers' perceptions of a premium-product brand.

Mythbuster: Advertising's obsession with youth

This article argues that marketers need to spend more time thinking about older consumers, and less time focussing on millennials.

Philadelphia feeds Facebook users – and boosts sales

This event report shows how Philadelphia, the cream-cheese line owned by Mondelez International, used Facebook to reach a consumer that is increasingly interested in mobile and video.

Want to find out more? Contact us

Monique Dolbin


Monique Dolbin
+1 202 778 0680

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200