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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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Marketing science opens up creative opportunity

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

Mythbuster: Marketing always needs to make sense

Les Binet and Sarah Carter argue that often the most effective marketing doesn't make sense.

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

Tigerair: Infrequent flyers

This case study describes how Tigerair, a budget airline in Australia, created an 'Infrequent Flyers Club' to popularise domestic budget air travel, overcome its poor reputation and increase revenue.

Southeastern: #SEhiddengems - online summer sale

This case study describes how Southeastern, a rail operator in the United Kingdom, launched a campaign to promote off-peak travel.

Mizrahi Tefahot: Happiness? Who is searching Happiness in banking at all?

This case study describes how Mizrahi Tefahot, one of the leading banks in Israel, created a strategy to bring happiness to banking, differentiating itself from the competition and growing its customer base.

HCL Technologies: Launch of Manchester United's digital transformation partnership with HCL Technologies

This case study describes how HCL Technologies, a global IT and engineering company, partnered with Manchester United Football Club to launch its digitalisation business and generate sales leads.

Latest articles

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.

Brands, contradictions and driving growth

This report discusses how consumers seem to care little about a brand, even though it may be hugely valuable.

Beautycounter builds its brand on advocacy

This event report details how Beautycounter has built a brand by manufacturing safer beauty products, educating consumers about potentially dangerous product ingredients and making its case to politicians.

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