Best Practice

How to create a consistent yet dynamic brand personality

Article • Liane Koh, WARC Best Practice, May 2019

Advises on how a brand can optimise its brand identity by being consistent yet dynamic.

Article • WARC Best Practice, May 2019

Details key points that brands need to know about GDPR (General Data Protection Regulation) and explains how it provides an opportunity for brands to address key issues with digital marketing and build consumer trust.

What's working in convenience foods

Article • WARC Category Intelligence, May 2019

Global strategies, campaign updates and trends in convenience foods.

What we know about segmentation

Article • WARC Best Practice, May 2019

Current reading and thinking on the topic of segmentation; a crucial element of marketing, segmentation identifies relevant consumer subgroups, focusing and directing communication strategy.

What we know about gamification as a research method

Article • WARC Best Practice, May 2019

This article explores the reading around gamification as a research method, the attempt to make surveys and questionnaires more engaging, enhancing both the experience and ideally the quality of data.

What we know about omnichannel shoppers

Article • WARC Best Practice, May 2019

Explores how best to utilise the omnichannel model to offer seamless shopping experiences to customers.

What we know about social media effectiveness

Article • WARC Best Practice, May 2019

Explores the current thought and writing on social media effectiveness so that marketers can identify the best channels to meet the brand’s objectives.

What we know about brand positioning

Article • WARC Best Practice, May 2019

Provides an overview of the complex topic of brand positioning, a marketing strategy that aims to make a brand occupy a distinct position, relative to competitor brands, in the mind of the consumer.

What we know about brand identity and image

Article • WARC Best Practice, March 2019

Current thinking and writing on the topic of brand identity and image: the values and purpose a company wishes to portray on the one hand (brand identity) against its actual set of perceptions and opinions that consumers have in mind – what the brand stands for (brand image).

What we know about the Internet of Things

Article • WARC Best Practice, May 2019

Summarises knowledge and offers guidance and reading on the Internet of Things (IoT), a term referring to the network of physical devices and objects, such as cars, buildings, watches and fridges, that have sensors and network connectivity embedded in them.

What we know about marketing to parents and families

Article • WARC Best Practice, May 2019

Looks at how brands are having to adopt more inclusive and nuanced approaches in order to adapt to changing demographics and modern family structures, including challenges to gender stereotyping and kids' influence in purchase decisions.

What we know about survey and questionnaire design

Article • WARC Best Practice, May 2019

Current thinking and writing on the subject of designing surveys to make the questions most conducive to accurate, useful answers and better quality data.

What we know about point of purchase and in-store marketing

Article • WARC Best Practice, May 2019

Explores how best to approach in-store marketing and explains how the best of in-store activation needs to benefit categories overall not just one brand, and deliver gains for shoppers, brands and retailers alike.

What we know about marketing to Generation X

Article • WARC Best Practice, May 2019

Generation X is often overlooked by advertisers, however brands must reflect the independent spirit of this demographic in order to engage them, as many Generation X-ers do not recognise their depiction in contemporary advertising.

What we know about Health and Wellness Marketing

Article • WARC Best Practice, May 2019

Looks at the growth of the health and wellness sector and how smart technology is changing the category, as it has made it easier for consumers to monitor their health and track their fitness goals and has raised expectations of health and wellness brands.

What we know about influencer marketing

Article • WARC Best Practice, May 2019

Provides an overview of how influencer opinion and recommendations can deliver marketing messages to consumers through social networks and word of mouth.

What we know about advertising in a recession

Article • WARC Best Practice, May 2019

Explores advertising in a recession through the evidence available in the Warc archives and beyond - typically, recessions will cause businesses to reign in advertising spend in the short term, a mistake, the paper argues, that could cause long term damage to a brand.

Data ethics: Admap summary deck

Article • Admap, May 2019

A summary of new thinking and best practice on data ethics from Admap.

What we know about chatbots

Article • WARC Best Practice, May 2019

With many brands now using chatbots as a marketing tool, this article examines the benefits, purposes and future of chatbots.

How important is brand loyalty?

Article • WARC Evidence, May 2019

Addresses whether brand loyalty matters, how to best measure it and if the rules of brand loyalty are changing.

What we know about qualitative theories & methods

Article • WARC Best Practice, April 2019

The most current thinking and writing on qualitative theories and methods, the broad approach of seeking to understand the attitudes, motivations, and behaviours of consumers: the why and how of decision making.

What we know about US millennials

Article • WARC Best Practice, April 2019

Examines behaviours of US millennials, the first digital-native generation, and explains how marketers can best connect with them as a generation that are characterised by diversity and focus on living life to the full in the here and now.

What we know about brand equity

Article • WARC Best Practice, April 2019

Summarises knowledge and offers guidance and reading on brand equity, a measure that sometimes relates to financial value but more commonly reflects a consumer view of a brand.

What we know about cultural insight

Article • WARC Best Practice, April 2019

This article explores the current sources informing how brands and agencies can use cultural insight, the ideas, customs and behaviour of particular people.

What we know about private label brands

Article • WARC Best Practice, April 2019

This article explores the impact of the rise of private label brands on retailers and traditional consumer goods' manufacturers.