Monetizing the new path to purchase

Amid the uncertainty of the COVID-19 pandemic, consumers are not only looking for brands that understand them, but that are quick to solve their problems.

Prior to the start of the 2010s, the notion of brand power and how to measure its strength was based on how well the brand stuck in people's minds. Yet despite a rapidly evolving media landscape and the growing ability to reach specific individuals, the foundation of a brand's strength — engaging shared feelings, beliefs, and values — has remained the same. Still, the great uncertainty wrought by the pandemic has led consumers to look for solutions from sources they can count on more than ever before, adopting new tools, products, and services.

Amid this uncertainty, consumers are not only...

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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