Rethinking brand for the rise of digital commerce

This WARC white paper looks at rethinking how the marketing discipline should approach brand, media and performance marketing – and reframe it for a world of digital commerce.
  • Marketers need to reframe brand-building and performance marketing as an integrated approach, with the role of brand-building emphasised as the digital disruptors grow.
  • Marketers should focus on product and experience to manage the expectation gap and use the four drivers of brand advantage in digital commerce: fame, mental availability, recognition, and perceptions of value.
  • Increasing coordination between brand-building and performance is needed as the distinction between ‘digital’ and ‘traditional’ media drops, and new measurement options like attention gain traction....

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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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