Brand reputation: Guard the brand

A brand's reputation can now be driven and developed entirely by the consumer and it is they who can have a major influence on its success or failure.

Brand reputation: Guard the brand

Toby SouthgateThe Brand Union

Tactical awareness-building campaigns that don't align the promotion with the brand's core values risk damaging the brand's reputation.

The landscape in which brands now operate has changed beyond recognition, as has the responsibility for organisations in their role as brand guardians. A brand's reputation, once a healthy product of a successful strategy, can now be driven and developed completely by the consumer. This change has the potential to mean newly empowered consumers can have a major influence on a brand's success. Or failure. This shift has taken place as a...

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