Service Brands

Insights on service brands

Service Brands


Stephen Whiteside, Event Reports, The Economist Big Rethink, March 2015

This event report looks at attempts by the marketing function at BlackRock, the asset-management company, to enhance its internal status.


Stephen Whiteside, Event Reports, South by Southwest, March 2015

This event report outlines how storyboards have helped shape Airbnb's core brand mission, as well as assisting in its day-to-day projects.


Stephen Whiteside, Event Reports, South by Southwest, March 2015

This event report demonstrates how Virgin America, the air carrier, leveraged brand advocates at the local level to help it gain a foothold at Dallas Love Field airport.


Crawford Hollingworth, Warc Exclusive, The Behavioural Architects, March 2015

This article demonstrates how behavioural economics (BE) is being employed to improve public and business policies.


ARF Ogilvy Awards, Gold, Financial services, 2015

This case study describes the launch of a new credit card product by Bank of America, which better serves people who struggle to manage their finances than traditional credit card products.


ARF Ogilvy Awards, Silver, Financial services, 2015

This case study explains a locally focussed campaign by Johnson insurance, a leading provider of home and auto insurance in Canada, which focussed on the town of Barrie, Ontario as a test site for a new approach.


ARF Ogilvy Awards, Gold, Appliances, electronics & technology, 2015

This case study explains how Cox Communications, a US telecommunications company, created a personalised email program to improve customer service and reduce churn.


Stephen Whiteside, Event Reports, ANA Mobile First, December 2014

This event report explains how Starwood, the hotel company, uses a mobile app to provide a better experience for customers.


Geoffrey Precourt, Event Reports, Festival of Media Latin America, October 2014

This event report explains how the United States Postal Service (USPS) partnered with Sony Pictures, the film makers, to work with Spider-Man.

WARC RECOMMENDS


WARC BRIEFING

Service Brands

Theories and trends in branding services


RESEARCH PAPER

Characteristics of successful services brands

An investigation of what constitutes service brands


CASE STUDY

Shangri-La Hotels & Resorts

Turning a human touch into business advantage


RESEARCH PAPER

The evolution of services advertising

An analysis of progress and missed opportunities


ARTICLE FOCUS

Sex up service brands

Getting consumers to talk abut them passionately