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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.
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What we know about the theories of brand growth

Guidance on the most effective approaches to growing brands in terms of sales, market share and profits.

Marketing science opens up creative opportunity

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

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

MasterCard: Rugby World Cup 2015: 44 Days of Crazy

This case study explains how MasterCard, the financial services company, created '44 days of craziness' to connect with rugby fans during its sponsorship of the Rugby World Cup.

Kofola: Fofola

This case study explains how Kofola, a cola drink brand, connected with young people in Slovakia and the Czech Republic through a series of online videos.

The new Opel Astra upsets the luxury class

This case study describes the launch of a new Opel Astra car model in Germany and Spain, targeting social climbing, high income men.

Febreze: WYGS Noseblind

This case study explains how Febreze, the odor elimination brand, persuaded people that they had become immune to smells to increase sales in the UK and Ireland.

Latest articles

Millward Brown on why salience isn’t everything - and magazines still matter

This event report considers the latest response to the influential Byron Sharp book 'How Brands Grow', in which he argued that the main thing that matters for brands is getting noticed.

Sabra champions America's "unofficial meal" with humor, influencers

This event report outlines how Sabra, the dips and spreads brand, has aimed to become America's "unofficial meal" through working with a diverse range of influencers.

How Jeep is helping Australians' spirit of adventure become a reality

This article describes how SUV brand Jeep launched a campaign in Australia that would drive people to their interactive website and increase sales for its Grand Cherokee.

Target’s turn-around: boosting sales with creative segmentation in Australia

This event report explores how Target, an Australian retail brand, boosted sales by adopting a pioneering online to offline digital approach.

Want to find out more? Contact us

Monique Dolbin


Monique Dolbin
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Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200