Service Brands

Information and insights on service brands

Service Brands

Low Lai Chow, Event Reports, Festival of Media Asia Pacific, March 2014
This event report discusses how Yum! Brands - the parent of Pizza Hut, KFC and Taco Bell - is connecting with digitally-savvy consumers in Asia. A now infamous incident of an employee being filmed tampering with food in a Malaysian branch of KFC marked a sea change in the firms approach, and it has since become adept at using platforms as varied as Facebook, the social network, and KakaoTalk, the mobile messaging app.

Low Lai Chow, Event Reports, eTail Asia, March 2014
This event report shows how three travel brands are using mobile to reach consumers in Asia. Expedia, best-known as a bookings platform, is seeking to expand its remit by tailoring its website for different devices and providing an app that offers various services beyond simply securing tickets and hotel reservations.

Sarah Shearman, Event Reports, Brand New World, February 2014
This event report discusses how Harry's is seeking to transform the shaving experience - and thus disrupt the entire category. Based on the idea that the existing in-store and post-purchase experience were failing to engage men, it pursued a strategy based upon ecommerce, providing lower prices and making simple but stylish products with unique designs and, in some cases, personalised features.

Sarah Shearman, Event Reports, South by Southwest Interactive, March 2014
This event report discusses how McDonald's uses real-time messaging. As a brand which attracts a lot of negative commentary, and is frequently the subject of misinformation, it approached this activity with great care.

Low Lai Chow, Event Reports, Mobile East Africa, February 2014
This event report addresses how Safaricom, the telecoms company, is helping transform the lives of customers and communities in Kenya. Perhaps its best-known innovation in this area is M-PESA, the micropayments service which has 18 million users, and has given consumers at the bottom of the pyramid access to vital financial services.

Herman Cheng, Warc Prize for Social Strategy, Entrant, 2014
This case study shows how the Taikang Life Insurance Company ended up 'owning' a day, after using social media to promote its brand in China. Taikang Life Insurance needed to increase sales of its insurance policies but faced a competitive market and a limited budget.

Abhishek Bhattacharjee, Warc Prize for Social Strategy, Entrant, 2014
This case study explains how Telekom Malaysia, the communications company, created a crowd sourced online social TV channel to engage consumers during the 2012 Olympic Games. The company built on insight that suggested sports fans were engaged with sports in their everyday lives and wanted to be involved in telling stories.

Carlos Payares, Gloria Roncancio and Jonathan Romero, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how Visa, the financial services company, applied analytical techniques to improve its Facebook page performance in Colombia. In May 2013, Visa had a large community on Facebook but was struggling to increase engagement and create business value.

Ashwath Ganesan, Warc Prize for Social Strategy, Entrant, 2014
This case study describes a content driven social media campaign by Vodafone, the telecommunications company, in India. A group of characters called 'ZooZoos' were created, with content built around them fitting in to two main themes: entertainment content, such as horoscopes, 'invention of the day', milestones and events; and expression based content, for holidays and festivals.



Service Brands

Theories and trends in branding services


Characteristics of successful services brands

An investigation of what constitutes service brands


Shangri-La Hotels & Resorts

Turning a human touch into business advantage


The evolution of services advertising

An analysis of progress and missed opportunities


Sex up service brands

Getting consumers to talk abut them passionately