You have already chosen to receive updates on this topic.

you can review you topic selection in Your Warc.


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.


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


You can review the topics you follow in Your Warc.

Brand launches

Key reading

Brand launch

Launching a brand

Best Practice paper arguing that, because brand launches can be expensive and risky, brand managers need to undertake careful research and execute a strategic launch plan in order to be successful. The paper includes discussion of the three-step stairway to a successful brand launch.
Not a subscriber? Download this sample

How success stories from the past can inspire future innovation

This review of product launches investigates the key underlying factors for product innovation success.

The value of advertising a launch

Why the quality of launch advertising can affect the development of both brand awareness and trial.

Patterns of success and failure

This study examines the performance of successful and failing new brand extensions.

What we know about building brands 

This article provides marketers with guidance on building brands, including a section on launches.

Latest case studies

HTC VIVE: Virtually Dead

This case study demonstrates how HTC, a Taiwanese consumer electronics company, launched its Virtual Reality (VR) offering, VIVE, in a brand new, unknown sector and drove trial and sales by engaging people in London and Paris through immersive theatre.

Heineken Ireland: Orchard Thieves Launch

This case study explores how Heineken Ireland launched a new cider, Orchard Thieves, with the hashtag #BeBold, a series of online and offline efforts that put 1.1 million drinks into Irish hands: over a third of the population.

HTC VIVE: Virtually Dead

This case study shows how VIVE, a virtual reality system, successfully launched in the European VR market using an experience led campaign.

HTC VIVE: Virtually Dead

This case study describes how Taiwanese electronics company, HTC, launched its VR offering VIVE with the creation of a world-first immersive experience in London and Paris.

Latest articles

How food brands can ensure their products launch successfully

This article looks at what brands in the FMCG sector can do to ensure that new products are launched successfully, ensuring the right basis for future innovation.

Six ways to kill a brand – and how to avoid them

This article explores the avoidable mistakes that have been known to damage, or worse, kill a brand, and discusses the measures that can be taken to evade these dangers.

Exploring the past behaviour of new brand buyers

This research examines the retrospective buying behaviour of customers acquired by a new brand, both at category and brand level.

1843: How digital insights helped launch a print-media brand

This event report shows how 1843, a style and culture magazine published by The Economist Group, used digital insights to build its strategy both offline and online.

Want to find out more? Contact us

Monique Dolbin


Monique Dolbin
+1 202 778 0680

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200