The WARC Guide to creating cultural advantage

This WARC Guide provides a summary of new thinking and best practice on creating cultural advantage.
  • As Western-led globalisation stalls, brands have to navigate a multipolar world that requires a more fluid and flexible approach to marketing.
  • Cultural relevance is a growth lever for establishing “meaningful difference”, especially as localisation is becoming a key criterion for gaining trust.
  • To navigate polarisation, brands must be clear and steadfast in their values but move beyond surface-level understanding of their consumers.
  • Brands with cultural advantage can thoughtfully counter reputational risks and authentically resonate with audiences to grow....

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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.

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