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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

Millers: Millers and Me

This case study describes how Millers, a fashion retailer, drove awareness and engagement to increase sales in the Australian market.

Kuoni: A sand expert from Minnesota helps you pick a Mauritius or Seychelles holiday

This case study details how Kuoni, a luxury holidays company, promoted Indian Ocean holidays through photo editorials focusing on how sand differentiated the various destinations.

Lacoste: Real-time bidding on Amazon and Facebook ads

This case study describes a campaign by Lacoste, a clothing brand, which used A/B testing and programmatic channels to target audiences in the UK, France and Germany.

Bring home the bacon: How food labels can distinguish themselves in mega-categories

This article presents a case study of how Hormel Black Label Bacon, a US-based label, created distinctiveness and originality for itself in a much-loved mega-category.

Latest articles

Taylors Wines: How cooling things down can heat things up

This case study explains how Taylors Wines reversed its dollar value sales declines by creating Optimum Drinking Temperature Sensors, elevating wine-making credentials, and imparting useful, shareable information to improve the experience for thousands of Australian wine drinkers.

Nestle's Blackshaw explores the future of audio advertising

This event report outlines how Nestlé, the food group, is exploring the future of audio advertising through partnerships with streaming platforms like Spotify.

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 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.

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