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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.
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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

Great Northern Brewing Co.: Australia's first 'closed loop' mobile sampling platform

This case study describes how Great Northern Brewing Co., a beer from Australia's biggest brewing company, created Australia's first 'closed-loop' mobile sampling platform to launch its new lager brand and acquire unprecedented consumer data.

Sting (PepsiCo): Everyday Hero

This case study describes how PepsiCo used local knowledge of the Egyptian market and everyday life in Egypt as part of its launch for its new affordable energy drink Sting.

Ora: The all-round kitchen towel

This case study describes how Better All Round (BAR) launched the world's first round kitchen towel – Ora – in the UK with the belief that innovative design can revolutionise established categories.

Merck: "Flying ragweed" and "green fields"

This case study details how GRASTEK and RAGWITEK, the American allergy medication, launched a DTC campaign, breaking through the clutter of the OTC-dominated allergy market by activating a patient community.

Latest articles

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.

Warc Webinar: How to turn constraints into business and brand advantages

This webinar lays out strategies to help turn the apparent constraints (of budget, resource, time or talent) that we face as a daily business reality into stimulus to deliver more powerfully against brand purpose and business ambitions.

How Do Teaser Advertisements Boost Word of Mouth about New Products? For Consumers, the Future Is More Exciting than the Present

Future-framed marketing is highly effective in generating positive product-related word of mouth (WOM) for new products.

BMW takes Periscope for a test drive

This event report details attempts by BMW North America, the automaker, to use livestreaming as a marketing channel by tapping into the opportunities provided by Periscope.

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