The shift from image to impact: How brands are creating an antidote to apathy

Created with Ogilvy, this report looks at building brand and distinctiveness through Impact.
  • People’s expectations of brands are evolving and increasingly require them to show that they are contributing to ‘people’ and ‘planet’.
  • There are three significant tensions for consumers, which brands can exploit: how people define themselves versus how they’re defined through others; the paradox of uniqueness versus equality; and the growing demand for both personalized and shared experiences.
  • Many brands need to change how they ‘show’ and how they ‘act’: from mirroring mass trends to becoming magnets for individuals; from aspirational to inspirational; from consistency to coherence; from assertion to authenticity; from acting conspicuously to acting consciously; from exclusivity to inclusivity....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands