Once upon a time there was a brand

This paper considers the the power and importance of brand and advertising stories in generating a marketplace in which we all want to participate.

Once Upon A Time There Was A Brand

Lucia Rolli Consulting Kids Ltd.Fiona Jack Green Light International

THE STORY SO FAR

In an increasingly fragmented, fast moving and 'savvy' consumer driven society (fuelled to some extent by expanding expectations, freedoms and choices), it is...

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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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