E-commerce and the case for investing in brand building

A comprehensive study across 13 countries and 21 categories by Wavemaker looks at how and why people buy, and explores the role brand investment plays in today’s e-commerce-first world.

When we think of e-commerce and media, we tend to immediately go to very highly targeted, end-of-the-purchase journey, conversion driving mechanisms: Amazon Search, Google Shopping and, increasingly, Facebook Collaborative Ads. Its not surprising given...

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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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