02:43 – What are common client-side mistakes made at early stages of planning? 07:58 – Unrealistic goals and objectives. 12:00 – How should budgets and objectives be set? 22:17 – Objectives versus outcomes, and examples of good objectives. 26:26 – Examples of bad objectives. 27:40 – How can you put a dollar figure on share growth? 32:33 – How do you define the word brand? 34:30 – Short-termism and ROI.35:45 – Long brand positioning and...
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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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Bray Leino
We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.
