How to build brands through surprise

Offers up five ways for marketers to build brands using the element of surprise.

The idea of brand is marketing's love child. It is still the most prestigious aspect of marketing, above and beyond mere activation, tactics and even communications. Brand, however, is not the answer to all questions and certainly not an end in and of itself. It is, like all marketing, a mere means to deliver return on investment. So in order to understand why anyone would need brands, it makes sense to develop an understanding of how brands can actually drive growth.

The old understanding of brands is that the magic ingredient is consistency. Since Stephen King's writings, it has been...

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