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Brand launches

Key reading

Brand launch

Launching a brand

Best Practice paper arguing that, because brand launches can be expensive and risky, brand managers need to undertake careful research and execute a strategic launch plan in order to be successful. The paper includes discussion of the three-step stairway to a successful brand launch.
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How success stories from the past can inspire future innovation

This review of product launches investigates the key underlying factors for product innovation success.

The value of advertising a launch

Why the quality of launch advertising can affect the development of both brand awareness and trial.

Patterns of success and failure 

This study examines the performance of successful and failing new brand extensions. 

What we know about building brands 

This article provides marketers with guidance on building brands, including a section on launches.

Latest case studies

Hammerhead Navigation: Hammerhead

This case study describes how Hammerhead Navigation developed a new navigating system for bicycles.

McCain Foods GB: A hot potato

This case study describes how McCain Foods in the UK set out to grow the size of the frozen potato category with the launch of McCain Ready Baked Jackets.

Nimble: Unexpected happens

This case study describes how loan company Nimble introduced a new way of lending to Australians.

Joya Sanitary Napkin: A topic of 'shh...' to a topic 'must talk about'

The case study describes how SMC marketed its Joya sanitary napkin in Bangladesh, where the topic of feminine hygiene was a religious and cultural taboo.

Latest articles

Warc Webinar: How to turn constraints into business and brand advantages

This webinar lays out strategies to help turn the apparent constraints (of budget, resource, time or talent) that we face as a daily business reality into stimulus to deliver more powerfully against brand purpose and business ambitions.

How Do Teaser Advertisements Boost Word of Mouth about New Products? For Consumers, the Future Is More Exciting than the Present

Future-framed marketing is highly effective in generating positive product-related word of mouth (WOM) for new products.

Dacia: Talking about more than price to sell a value car

This event report details the launch of Dacia, a value car marque owned by Renault, in the UK, with a creative approach unlike the rest of the category - and a trusted voice-over accent.

Old name, new brand: “Hewlett Packard Enterprise” prepares for launch

This event report addresses how Hewlett Packard Enterprise – a business-to-business solutions provider born from the split of technology group Hewlett-Packard – prepared its brand for launch.

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