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Article

Defines what brand consideration is, what generates it and how this may move over time, alongside a look at a large scale exercise by Kantar Millward Brown exploring the relationship between survey measures and sales.

Opinion

As 2018 marks the bicentenary of his birth, Mike Teasdale ponders what Karl Marx would make of today’s consumerism and what he would think of future consumerism driven by digital and AI.

Article

This article explores the current reading and thinking on the subject of Brand Loyalty, a topic spanning behaviour and attitude.

Article

Brands have to work harder to matter to people, and in the present age actions speak louder than words.

Article

This annual report by J Walter Thompson Intelligence charts 10 emerging trends across 10 sectors that will shape marketing globally in 2018, spanning culture, tech, travel and more.

Article

Brands need to react to a post-truth world, but in doing so must recognise their role in creating it - trust can only be regained through transparency, consumer control, and business with a human face.

News

LONDON: Technology has disrupted many industries by addressing consumer pain points and making their lives easier, but, an industry figure has argued, “frictionless” brands become less intrusive and less front of mind.

Article

A crisis of trust is impacting brands globally, as people revert to trusting their gut, and brands in both developed and emerging markets need to adapt, albeit in different ways.

Article

This article draws on exclusive research by Publicis Media China and the Ehrenberg-Bass Institute to determine how CEPs drive brand influence in the Chinese ready-to-drink category.

Article

Offers guidance on how to achieve a strong brand voice that will resonate with digital audiences, using examples from Nike, Red Bull, The Connaught hotel and the London Symphony Orchestra.

Opinion

Studies suggest that likability is the key driver of advertising efficacy, outperforming all other measures as a predictive metric, so, argues Faris Yakob, why don’t more brands aim for being liked – a much more realistic goal than being loved.

Research Paper

This paper explains why ambitious market researchers should embrace the principles of comedy in order for brands successfully to convey truth.

Article

This article looks at how social purpose is essential in growing a brand but it has become so essential that brands now struggle to stand out.

Article

Explains the dangers of brands becoming too frictionless and explores ways in which marketers can generate friction without disrupting the customer experience.

Opinion

Gareth Kay argues that the industry should be more careful about how it uses the word ‘brand’, as it is in danger of becoming an empty phrase that will not help marketers connect businesses with their potential customers.

Opinion

For most brands, the relationship they have with their consumers is passive; meanwhile, others have been able to enter a different space, where consumers share their content and participate in the brand.

Article

This article provides guidance and reading on brand characters, a non-celebrity animate being that can perform a multitude of roles from the perspective of brand or user.

Article

This event report outlines how Diageo, the alcoholic-drinks manufacturer, thinks about purpose-driven marketing.

Article

This article looks at what won't change in the near future and how these constants should influence a company's marketing strategy.

Article

This article argues that being liked by consumers is unnecessary for brand success and that it is unlikely to happen.

Opinion

Ahead of WARC's session at Cannes, Nigel Hollis of Millward Brown asks 'Is the creative industry losing its ability to sell stuff?'  Next week I will be speaking at a WARC panel session at Cannes on purpose marketing .

Article

This article explores key insights on brand architecture, or the organisation of a brand portfolio, highlighting methods and techniques to maximise the value of a portfolio while keeping clarity for consumers and employees.

News

TORONTO: Latent sexism, cultural insensitivity and an inability to "fail fast" are among the main reasons that marketing campaigns go wrong, according to Jon Wilkins, Chairman of ad agency Karmarama.

Article

This event report highlights some of the most questionable advertising efforts from around the world, and assesses the underlying failures that result in this type of material reaching consumers.

Article

This article looks at one of India's most enduring brands, Amul Butter - a brand that consistently outranks global brands in the country, and can call itself 'The Taste of India' without eliciting any disagreement.