Consumers are your best marketers: How brands can unlock lasting brand love in Asia with collective effervescence

Sarah Huang

Collective effervescence refers to the excitement and unity experienced through a shared purpose and UM’s Sarah Huang examines how brands are increasingly recognising the power of tapping into collective connections.

Go Wolves! Have you ever wondered where that electric sense of excitement comes from when watching a sporting game alongside thousands of other fans? First coined by sociologist Émile Durkheim in 1912 to theorise religion, collective effervescence is...

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