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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

Stylight/Shazam: The Fashion Mag Hijack

This case study describes how Stylight, the online shopping platform in Germany, got itself noticed by turning a fashion magazine into a shopping tool with the help of a mobile phone.

Nike: Spark Brilliance

This case study describes how Nike, a US sports brand, used innovation to inspire its target audience and got them excited about the launch of the new Turkish National Jersey, produced by Nike, during the Turkish National Team friendly games before the Euro Cup.

Three: How The Perfect Surprise Won Christmas

This case study describes how a brand response creative campaign delivered real commercial effect at the most commercially and emotionally competitive time of year – Christmas – for Three Ireland, a telecoms brand.

Switched On: Moving Bord Gáis Energy from state sector monolith to private sector powerhouse in eight short years

This case study describes how Bord Gais Energy (BGE) successfully moved from a state sector monopoly to a private sector company in the hyper-competitive Irish energy market by using marketing and advertising as a strategic business tool.

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.

What B2B marketers can learn from B2C

This event report addresses how business-to-business marketing is changing, as the gap between this discipline and more consumer-focused efforts continues to close.

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