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Brand launches

Successfully launching a new brand is one of the toughest challenges in marketing. New-product failure rates vary by industry, but it is widely reported that 70%+ of new product launches fail. Launches tend to be expensive and risky, requiring careful research, a plan to ensure acceptance of the new brand in the market, and a communications strategy that engages both heavy category buyers and those who may be new to the category.

Key Reading

Important papers from across the Warc database

Best Practice paper arguing that, because brand launches can be expensive and risky, brand managers need to undertake careful research and execute a strategic launch plan in order to be successful. The paper includes discussion of the three-step stairway to a successful brand launch.
This review of product launches investigates the key underlying factors for product innovation success.
What effective launch strategies look like, based on research covering different categories and countries.
This study examines the performance of successful and failing new brand extensions.
This article provides marketers with guidance on building brands, including a section on launches.

Case Study

This case study describes how Postobón, the soft drinks company, launched a new musician to then launch a grapefruit soft drink in Colombia.

Case Study

This case study shows how iD Mobile, a mobile network brand, successfully launched its services in the UK, using a digital-first campaign.

Case Study

This case study shows how TSB, a financial services brand, improved brand metrics by adopting a purpose-led campaign that defined its business in the UK.

Case Study

This case study shows how ArtFund, an arts charity, successfully developed its brand over six years to increase brand awareness and subscription levels across the UK.

Case Study

This case study describes how Nestlé used internet personalities in a multi-platform campaign to launch its Lion Wild cereal to teens and young adults in France.

Case Study

This case study shows how Axe, a male grooming brand, successfully launched a hair-styling range in the US by rearranging a famous James Blunt song.
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Article

This article explores the role that communications play in launching new brands, including how to ensure a new brand gets noticed and how to break through consumer indifference and capture their attention.

Article

This event report outlines how Maltesers, the candy brand owned by Mars Inc., put influencer marketing at the heart of its launch strategy in the US.

Article

This article looks at what marketers can do to ensure that communications before a brand launch or extension are effective and help build lasting success, and how that success can be measured.

Article

This article explores what new brands need to consider when launching, as marketplaces are often highly cluttered and a launch strategy requires significant investment over the long-term.

Article

This article explores the avoidable mistakes that have been known to damage, or worse, kill a brand, and discusses the measures that can be taken to evade these dangers.

Article

This article outlines how Huawei, a telecommunications challenger brand from China, took on rivals in Western Europe with a product launch tapping content marketing and influencers.
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  1. Article

    This article explores the role that communications play in launching new brands, including how to ensure a new brand gets noticed and how to break through consumer indifference and capture their attention.

  2. Article

    This article looks at what marketers can do to ensure that communications before a brand launch or extension are effective and help build lasting success, and how that success can be measured.

  3. Article

    This article explores the avoidable mistakes that have been known to damage, or worse, kill a brand, and discusses the measures that can be taken to evade these dangers.

  4. Article

    This article outlines how Huawei, a telecommunications challenger brand from China, took on rivals in Western Europe with a product launch tapping content marketing and influencers.

  5. Article

    This article provides an insight into successful launch strategies for new brands, based on research covering different categories and countries.

  6. Article

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

View everything on this topic

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