Never mind the sizzle ... where’s the sausage?

This article argues that brand marketers have focused too much on the emotional side of brand marketing - the 'sizzle' and the 'stretch' - and have neglected the product.

Never mind the sizzle ... where's the sausage?

David TaylorThe Brandgym

Retail own-label share of UK grocery sales in 1981 was 22%. Today it is 47%. If the trend continues, manufacturer brands risk becoming a supporting actor, not the star of the show. And it's not just a UK issue. We can see the same threat of retail own-label in other European markets such as Holland and Germany.

Just in case there was any doubt about the intentions of your friendly retail partner, Asda's marketing director spelt it out last year in black and white. He stunned into silence...

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