How to create an effective launch strategy

Anton Jerges

To guarantee a successful launch, mapping behaviours and need states against the roles that brands play in consumers’ lives can lead to more effective brand experiences that build affinity with the audience.

In the attention economy, the currency that really matters is salience. With consumers exposed to more than 10,000 brand messages and 3,600 ads per day, brands need to work harder than ever to grab and keep our interest. Little wonder that Nielsen reports that three-quarters (76%) of new product launches fail within the first year.

Understanding how to better integrate behavioural insights into creative strategies is now becoming business-critical to influence the likelihood of a brand's success. So how does that work? In partnership with Rare Consulting, a marketing and insights consultancy, we set out to uncover the factors that...

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