You have already chosen to receive updates on this topic.

you can review you topic selection in Your Warc.

OK

Your topic selection has been saved successfully.

You'll now receive a weekly Topic Update email when there's new content on this topic.

You can review your topic selections in Your Warc.


OK

You will receive a weekly email whenever there’s new content on this topic.

 

You can review the topics you follow in Your Warc.


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.
Not a subscriber? Download this sample

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

Finish UK: Dishes

This case study describes how Finish UK, a UK dishwashing detergent category leader, used a TV ad to change the perceptions of the brand and reversed sales decline.

SPC Ardmona: #MyFamilyCan: How a humble can empowered millions of Australians

The case study shows how SPC, Australia's largest fruit processor and cannery business, used its cans to be at the heart of a national debate on food labelling and increase sales.

Rip Curl: Search GPS

This case study demonstrates how Rip Curl, a major Australian surfwear brand, halted the long-term sales decline by tapping into surfers' desire to find, capture, relive and share their perfect waves.

Fedrigoni: The Paper Skin

This case study shows how Fedrigoni, a paper manufacturer, increased brand awareness and sales by partnering with the camera brand Leica.

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.

How Western Union used digital marketing to refresh its brand

This event report addresses how Western Union, the money-transfer company, has enhanced the position and status of its digital services.

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