Brand identity & image

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Investors call out Omnicom and Home Depot on ads fuelling misinformation

News • 19 January 2021

Investors in advertising giant Omnicom and the home improvement retailer Home Depot are calling for investigations into whether the companies may have paid for digital ads that appeared alongside hate speech and misinformation.

GM leverages corporate brand in electric vehicle drive

News • 12 January 2021

General Motors is leveraging its corporate brand – complete with a new “Everybody In” campaign and redesigned logo – as the automaker ramps up its focus on electric vehicles (EVs).

General Motors leverages its corporate brand to boost electric vehicle sales across price points

Article • Stephen Whiteside, WARC Exclusive, January, 2021

General Motors, the auto manufacturer, is leveraging the power of its corporate brand as part of an effort to increase sales of its burgeoning slate of electric vehicles.

Are brands wasting money on sport sponsorships? A new look at brand personality, brand equity, and official sponsorship effects

Research Paper • Lane Wakefield, Kirk Wakefield, Kevin Lane Keller, and Anne Rivers, Journal of Advertising Research, Digital First, December 2020

Marketers pour millions of dollars into sport sponsorship and need a better understanding of its effects.

The brand strategists’ toolkit: Maslow’s hierarchy of needs

Article • Nick Liddell , WARC Exclusive, December 2020

For many marketers, the go-to framework for motivation was put forward by Abraham Maslow in his 1943 paper ‘A Theory of Human Motivation’ and is most commonly known as Maslow’s Hierarchy of Needs.

The brand strategy toolkit: The ‘As Opposed To’ test

Article • Nick Liddell , WARC Exclusive, December 2020

Sixty-three of the companies in the FTSE100 include at least one of the following in their list of corporate values: integrity, respect, customer-centricity, innovation and excellence.

What we know about packaging

Article • WARC Best Practice, December 2020

Provides guidance on using packaging to create standout for brands and drive purchase consideration.

The brand strategy toolkit: The Golden Circle

Article • Nick Liddell, WARC Exclusive, December 2020

Simon Sinek is an influential brand thinker, who is most famous for his 2009 book, ‘Start with WHY’.

Dancing with duality: Achieving brand growth in a mindful and mindless world

Article • Jean-Francois Damais; Gillian Drewett; Hazel Freeman; Chris Murphy; Steven Naert; and Adam Sheridan, Research on WARC, November, 2020

Our world presents more choices than ever before; this offers people the benefit of access to almost anything and presents consumers with all manner of choice.

Remaining human in a world of AI

Research Paper • Ramanathan Vythilingam, ESOMAR Conference papers, APAC, 2020

Unilever, a consumer goods company, examines how Artificial Intelligence's next level of business impact will be unlocked when human involvement becomes central to the conversation.

Don’t dismiss aesthetic strategy in building effective brands

Article • Low Lai Chow, Event Reports, DigiCon Omni, October 2020

At DigiCon Omni, BBH Asia Pacific’s Jacob Wright makes the case for why embracing aesthetics in brand building strategy is the way forward.

Sonic branding is powerful but requires strategic planning and consistency

Article • Biprorshee Das, Event Reports, Zee MELT conference, September 2020

At Zee Melt, Sixieme Son’s Ella Duda, outlines why sonic branding is something brands can no longer ignore or approach as an afterthought.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.

Why packaging redesign requires a ‘just noticeable difference’

News • 10 November 2020

When redesigning packaging, brands should consider key brand assets and ensure the new design remains familiar with a ‘just noticeable difference’.

Nutella: Nutella Gemella

Case Study • WARC Cases, 2019

Hazelnut spread brand Nutella drove brand equity and engagement among Italian millennials with a promotion that brought people together to encourage openness to diversity.

The principles of 'packvertising'

News • 05 November 2020

Packaging – frequently a brand’s first touchpoint with a consumer – is an important part of the marketing mix, and one that is likely to become more so as marketers confront a looming recession and a fragmented media market.

The WARC Guide to effective packaging

Article • WARC Best Practice, November 2020

A summary of new thinking and best practice on effective packaging, from the WARC Guide.

Using neuroscience to assess the effectiveness of packaging redesigns

Article • Aoife McGuinness, WARC Exclusive, October, 2020

The human brain is wired to see structure, logic, and patterns: it helps us make sense of the world.

The importance of investing in sustainable packaging designs

Article • Alex Baverstock and Ian Payne, WARC Exclusive, November 2020

Consumers’ considerations around, and experience of, disposing of a product at the end of its life can impact future purchase consideration.

Seven Packvertising Principles: the importance of packaging design in the marketing mix

Article • Simon Gore, WARC Exclusive, November 2020

Packaging is a primary communication channel for brands – as the shopping balance shifts online, this communications role might change over time.

Four tips for brands: How to win with packaging design and influence people

Article • Rachel Forster, WARC Exclusive, November 2020

As channels continue to fragment and the path to purchase becomes more fluid, packaging design and key brand assets need to work harder than ever to influence purchasing decisions.

Havanna Reinvention: How to keep brands relevant in a volatile global context

Research Paper • Alan Aurich, Alejandro Alcedo, Fernando Moiguer, Magdalena Iocco, Lorena Cura, ESOMAR Conference papers, Latin America, 2020

Havanna, a food company, stepped out of its comfort zone to re-think its business model and value proposition while facing new consumer trends and a transformation in the competitive scenario in Argentina.

Why the 22 laws of branding are immutable 22 years on

Opinion • Jack Miles, October 2020

Al and Laura Ries wrote The 22 Immutable Laws of Branding 22 years ago. Immutable – “unchangeable over time” – is a big word to use in a book title. But it’s accurate in this case, even though today’s marketing tactics and tools are unrecognizable compared to 1998 – the

Mastercard sees benefits from sonic branding

News • 05 October 2020

Mastercard, the payments company, believes that effective sonic branding can help enhance brand attributes such as differentiation, image, identity and emotional connectivity with consumers.

How Mastercard is developing a multi-sensory brand - from sight and sound to taste

Article • Geoffrey Precourt, Event Reports, Association of National Advertisers State of Audio online conference, September 2020

Mastercard, the payments company, is developing a multi-sensory strategy that will help its brand to engage consumers across numerous touchpoints.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
Anatomy of effectiveness: A white paper by WARC

Article • WARC Exclusive, June 2019

Summarises current thinking about how to advertise effectively, given the current sense that advertising is not driving the growth it should be.
What we know about brand identity and image

Article • WARC Best Practice, May 2020

Current thinking and writing on the topic of brand identity and image: the values and purpose a company wishes to portray on the one hand (brand identity) against its actual set of perceptions and opinions that consumers have in mind – what the brand stands for (brand image).
What is the role of distinctive brand assets?

Article • WARC Evidence, January 2020

Looks at the role of different kinds of brand assets – visual, verbal, auditory – and whether thy help to create shortcuts in consumers’ minds that make brands more memorable and impactful.
The future 100

Article • Research on WARC, January 2020

The reign of Big Tech is coming to an end and as we look at the year ahead, 2020 will see irresponsible companies and figureheads being held accountable for wider social and environmental issues.
Cannes Lions 2019: Insights from the Creative Effectiveness winners

Article • WARC Exclusive, July 2019

Highlighting trends among the campaigns entered into the 2019 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, creative approaches and metrics.