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Case Study

Brewer Guinness used a campaign based on human stories to strengthen perception of the brand in Great Britain and Ireland.

Article

Explains how digital channels, when used well, can play a fundamental and complementary role in brand building.

Article

Fashion brands are diversifying their marketing strategies away from print as social media and influencers offer new opportunities to capture millennial shoppers.

Article

Explores the importance of customer experience in creating long-term sustainable success for organisations and how to systematically deliver an experience that is valuable for the customer and the business.

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Opinion

Asma Shabab, Marketing Leader for Watson Internet of Things at IBM Middle East, Africa and Turkey, is judging the 2018 WARC Prize for MENA Strategy .

Article

Global strategies, campaign updates and trends in the carbonated soft drinks category.

Article

Global strategies, campaign updates and trends in the beer and cider category.

Article

Global strategies, campaign updates and trends in the hot drinks category.

Article

Global strategies, campaign updates and trends in the supermarkets and grocery category.

Article

Describes how brands can achieve growth by using common sense, instead of following current industry fashions.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

Article

31% of global spend on luxury items came from China in 2017 – this article outlines how brands can ensure their luxury brand connects with Chinese consumers in the e-commerce age.

Article

Outlines six ways to build a strong brand signature from owning the central character, as in Coca-Cola owning Christmas with the Coke Santa, to brand identity emblems like the Google Doodle and physical icons such as Apple’s glass staircases.

Article

This article explores the value of both salience and differentiation, the importance of the latter is often disagreed on by marketers.

Article

The price war has forced airlines to re-evaluate and re-imagine the customer experience – before, during and after the flight – to differentiate themselves from the competition.

Article

People talk about customer experience as if it’s a physical thing like an event or a moment, but work involving three high-profile consumer brands shows it is more about understanding the emotions around that experience.

Article

Research on the subject shows that 63% of people in the UK have stopped doing business with a brand because of a poor customer service experience, with 97% saying good service is either somewhat or very important.

Article

To date, there has been no accurate way to measure how a brand’s investment in the consumer experience affects market share.

Article

No amount of smart advertising can make up for a bad brand experience as far as a customer is concerned and customer expectations are growing faster than ever.

Article

Both the Net Promoter Score and Customer Satisfaction Score have become linked with measuring customer experience and this article offers up a new measurement, with Experience Quality Measurement.

Case Study

PizzaExpress, the restaurant group, redesigned its At Home retail range to improve cross purchase consumption in the UK.

Case Study

Sensodyne, the toothpaste brand for sensitive teeth, launched its True White whitening toothpaste globally by establishing it in a new ‘super premium’ tier.

Case Study

Cornerstone, the subscription-only male grooming brand, became the largest brand of its category in the UK through a strong and meaningful design.

Case Study

Mac’s Convenience Stores, the Canadian store chain, developed branded Snapchat filters to engage young Canadians with its Mac’s Froster ice cold drink product.