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Brand values & purpose

Brand values are the beliefs and organising principles of a brand and the organisation behind it. When used well, brand values can help a brand stand out from competitors. A related concept is brand purpose, which has grown in popularity among advertisers in recent years. Purpose is a reason for a brand to exist beyond making profit. It combines the ambitions and beliefs that motivate the organisation and the changes that it wants to make in the world.

Key Reading

Important papers from across the Warc database

Jim Stengel, former global marketing officer for Procter & Gamble, argues that a purpose that goes beyond the benefit of the service or product itself is one of the most valuable qualities a brand can have.
An Admap Prize-winning essay on how businesses can maximise profits and be a force for social good.
Brands need to stand up, stand out and stand firm to become truly purposeful.
This Best Practice paper outlines three strategies for brand sustainability messaging.
What brand purpose is, and how a business should go about creating purpose.

Case Study

This case study describes how Deutsche Telekom regained market leadership in Germany and boosted European sales in home entertainment and mobile internet.

Case Study

This case study describes how Yum Restaurants International reinforced KFC's position in South Africa as a brand that cares, in three consecutive campaigns from 2011 to 2013.

Case Study

This case study explains how Virgin Mobile Australia launched its new brand positioning 'Making Mobile Better' with a social media campaign based around food.

Case Study

This case study explains how technology company Samsung repositioned its brand in Australia by focusing on local and emotional connections.

Case Study

This case study describes how Lifebuoy, the soap brand owned by Unilever, created a campaign in India to save children's lives through raising awareness of the need for handwashing with soap.

Case Study

This case study describes how Fundacion Exito, the social responsibility arm of the Exito Group of retail stores in Colombia, conducted a campaign to detect hearing defects in school children.
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Article

This event report describes how Safaricom, a Kenyan mobile operator, reframed its relationship with millennial consumers by creating a new brand, Blaze, that would celebrate unconventional success.

Article

This event report outlines how Chipotle, the restaurant chain, survived a brand crisis.

Research Paper

This report explores how Latin American companies are addressing product challenges in the region, and how they are responding to increasing consumer consciousness.

Article

This article looks at how guilt-eliciting communications, so extensively used by charities asking for donations and governments attempting to demarket certain harmful behaviours, can be used by more conventional marketers and offers a number of guidelines.

Article

This report reveals the trends and lessons from the 2016 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.

Article

This article considers the profound problems faced by the advertising and marketing industries as they lose their ability to create what sells brands better than anything: trust.

Article

This article explores how brand strategy should be retooled for the digital age, without devolving into a purely tactical dispute.
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  1. Article

    This report reveals the trends and lessons from the 2016 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.

  2. Article

    This report examines the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the Warc Prize for Asian Strategy 2016.

  3. Article

    This article argues that brands have to mean something, or face apathy from consumers - new research shows that brands matter in different ways from before, but they have to do something first.

  4. Article

    This article describes the potential within the near future of advertising and explores a new model — the "All Touch Value Creation Model" (ATVC) — capable of dealing with the obstacles facing the industry.
  5. Article

    This article provides marketers with information and guidance on building brands.

  6. Article

    This article discusses the common pitfalls found in brand positioning, arguing that in order to be effective brand positioning should have a strong message that some people love, and some people dislike or even hate.
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