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Key reading

HSBC

Why loyalty is not the Holy Grail

Byron Sharp and Kate Newstead on why global brands, including HSBC, have moved away from loyalty marketing. The paper argues that, to grow, you need many more customers, most of whom will be light buyers of the brand.
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What we know about the theories of brand growth

Guidance on the most effective approaches to growing brands in terms of sales, market share and profits.

Marketing science opens up creative opportunity

How marketing science challenges many of the received wisdoms of advertising, including the need for differentiation.

Differentiation or salience?

Andrew Ehrenberg's classic paper on what makes a brand leader: brand differentiation or brand salience.

The Ehrenberg Legacy

The ground-breaking findings into buyer behavior and brand perceptions of the late Andrew Ehrenberg.




Latest case studies

PepsiCo: Sting Launch

The case study describes how PepsiCo energy drink brand Sting used TV, digital and sampling tactics to launch the brand and redefine the sector in Egypt.

Homecooking with Wedel

This case study describes how Wedel, a chocolate brand from Poland, increased its appeal to younger consumers by stepping outside the commercial break.

Make LEGO the Star of Christmas

This case study explains how Lego, the toy company, built an emotional connection with Australian families in a Christmas campaign which increased sales.

Cornetto: The New Symbol of Love!

This case study describes how Cornetto, an ice cream brand, converted music, movies and festival into media vehicles, growing sales and recruiting new users in the process.

Latest articles

Millward Brown on why salience isn’t everything - and magazines still matter

This event report considers the latest response to the influential Byron Sharp book 'How Brands Grow', in which he argued that the main thing that matters for brands is getting noticed.

Lux: Which imagery smells the sweetest?

This paper describes how soap brand Lux relaunched its brand proposition in India.

How Jeep is helping Australians' spirit of adventure become a reality

This article describes how SUV brand Jeep launched a campaign in Australia that would drive people to their interactive website and increase sales for its Grand Cherokee.

Target’s turn-around: boosting sales with creative segmentation in Australia

This event report explores how Target, an Australian retail brand, boosted sales by adopting a pioneering online to offline digital approach.

Want to find out more? Contact us

Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
americas@warc.com

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com