Warc's 2012 Toolkit is a guide to new ideas and best practice in marketing from around the world, based on analysis of key papers and case studies by Warc's editors. It highlights the key challenges that marketers face in 2012 and how major brands are responding. It features 10 chapters: the rise of the new middle classes; 'Glocal-plus' brand management; media orchestration; growth through innovation; sponsorship ROI; integrating offline and online word-of-mouth; brand journalism; social media measurement; real-time planning; and cultural insight. Each chapter includes: a briefing on the challenge and its driving trends; further detail and links to additional reading; case studies and data to support the argument; and concluding action points.
The trends listed in this article are already occurring but will become increasingly significant in 2012. The list also includes implications for brands, and covers the diverse uses of mobile such as in commerce and television; the growth of walled gardens and ecosystems; real-time bidding for advertising; educational uses of digital services; and guerilla marketing.
All brands are local at heart, with the potential to be global. The history of globalisation can give a hint of where brands are headed in a global market where uncertainty has become a key to shaping consumer decision-making. As the BRIC countries continue to expand and more affluent nations are trapped in the debt overhang of the economic crisis, BRIC-based companies are likely to add brands to their portfolios. Another trend will see iconic brands decline as, in the future, there will be too many brands chasing too few possibilities. Uncertainty will redefine global brands from the bottom up.
The recession has made consumers across Europe and the US take a much more professional approach to their grocery shopping. After a decade of growth FMCG marketers are facing a new reality - savvy shoppers, rising input prices that threaten margins, new channels for shopping and a heated battle for shelf space. In this environment, it has become fashionable to be frugal, conspicuous consumption is at and end and volume sales are increasingly under pressure so only those brands that retain their meaning, position and relevance will continue to be strong. This article highlights ten trends that are helping to usher in this new frugal era.
2012 will see the growth of integrated marketing, and marketers have to be prepared to let go of the old channel-centric model and embrace a collision of currencies where different parts of a marketing organisation will value different things. Marketers will look into the Cloud to understand a whole new generation of consumers for whom content and experiences are truly universal. Because the method of distribution is less important to them, channel planning will also become less relevant, perhaps to be usurped by 'experience planning'. However, content still looks set to remain king.
A brand can be defined as a promise in the customer's mind, with brand equity as the sum of the constituent ingredients of that promise. This Best Practice paper looks at the way that brands can create and, often unknowingly, damage brand equity. It discusses how to define a brand's equity systematically, how to budget appropriately to support it, and how companies risk undermining it by neglecting core investments in time, thinking and money to renew the brand promise. It also outlines the main steps to creating an accurate assessment of a brand's value and advises using valuation techniques to interrogate brand health and focus executives' minds on the key issues for the business. Like all papers in the Warc Best Practice Series, it includes a list of related articles and items for further reading, many of which are available on Warc.
This Company Profile from Euromonitor provides key details and analysis of The Coca-Cola Co, the owner of brands such as Minute Maid. Included is a strategic evaluation with key facts about the U.S. company, competitive positioning against comparative brands, and assessment of its position in the soft drinks market. Brand opportunities and strategy are identified and recommendations for the future offered.
With technology changing at a rapid rate, this article highlights four resulting key trends that are expected to play out across the next five years, and their implications for brand strategy and communications programmes. Hyper-connected devices could help drive brand love; hyper-connected web and mobile applications will require better filters for consumers, and in turn brands will need to be more relevant. Mobile phones will become a hub for all digital life and an increasingly mobile-directed experience will mean the emphasis will shift from 'push' to 'pull' marketing.
When harnessed appropriately to a brand and a relevant communications idea, a celebrity can have a powerful amplifying and accelerating effect on people's minds. This paper explores the ways in which the power of celebrity can be used in brand building, including suggestions for how to choose the right fit and the ways in which a celebrity can be used. Compliance in advertising is an essential consideration, as misuse can be costly and tips for how to deal with a misbehaving celebrity are included. Like all papers in the Warc Best Practice Series, it includes a list of related articles and items for further reading, many of which are available on warc.com
Results of a UK research project observing the conversations taking place on the brand pages of three of the biggest social media platforms – Facebook, YouTube and Twitter, measuring 2m brand-related posts. Ultimately, the researchers discovered 18 rules of engagement for brands, which the paper discusses. Generally, the findings reveal that there are conventions and etiquette which can be followed to maximize social media engagement, and there has never been a greater need for a Conversation Management strategy, which takes into account the complexities and dynamics of the social media world.