What's working in brand launches and extensions

Global strategies, campaign updates and trends in brand launches and extensions.
  • A launch campaign needs to quickly generate mass awareness to drive consideration and, ultimately, trial.
  • Influencer-led brands have a built-in audience and established owned-media channels, with customers/fans that are in-market and eager to try the product – and share their experience.
  • If extending, leverage your distinctive assets; know what assets create your brand’s distinctiveness and consider adapting these to connect with new audiences, never losing sight of the ‘core brand’ identity.
  • As scale-up brands mature, media plans need to evolve, balancing performance and advertising that harnesses future demand....

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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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