Three ways to renew focus on consumer journeys to end brand fragmentation

Sean Healy

This article looks at how brand owner concerns over brand fragmentation and the complexity of the channel landscape can be overcome by putting consumer experience planning at the heart of marketing through a multi-disciplinary, cross-agency approach.

Customer Journey Marketing

This article is part of a series of articles on marketing along the customer journey. Read more.

"Help – my brand is getting really fragmented" was a plaintive cry from clients in Cannes this year. It was a point made by the eminently listenable Keith Weed of Unilever in his annual address. The anxiety caused by the increasing complexity of the channel landscape was also palpable in debates on targeting and personalisation.

I'm going to stick my neck out. Brand owners and strategists can turn complexity into advantage by putting consumer journey or, probably more...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

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

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands