Brand identity & image

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Time to decide: Measuring response time for innovation and brand growth

Article • Research on WARC, June 2021

A study conducted by the Ipsos Global Science Organization in 2020 which examines the role of response time in conflict detection, one of the potential reasons for disruption in the adaptive control function.

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, Vol. 61, No. 2, 2021, pp. 192-211

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

Tesco: Unforgettable Bag

Case Study • WARC Awards for Effectiveness, Shortlisted, Customer Experience, 2021

Supermarket chain, Tesco, greatly reduced single-use plastic bag usage in Malaysia with a behaviour-changing campaign that rewarded customers.

Peace Products: Peace Products

Case Study • WARC Awards for Effectiveness, Shortlisted, Collaboration & Culture, 2021

Peace Products created a unique seed brand with the global appeal necessary to turn Colombia's small farmers into profitable entrepreneurs.

Ayuda Humanitaria Para Venezuela: The good drug trafficking

Case Study • WARC Awards for Effectiveness, Shortlisted, Collaboration & Culture, 2021

Non-profit NGO Fundacion Colibri turned the negativity of Colombian drug-trafficking on its head to ensure the continued flow of humanitarian aid into in Venezuela.

Crayola: Colors of the world

Case Study • WARC Awards for Effectiveness, Shortlisted, Brand Purpose, 2021

Art supplies brand Crayola grew sales in the US with #TrueSelfie, a PR, digital and social campaign to launch its Colors of the World diverse crayon sets.

Aguila Beer: The Beer Cap Project

Case Study • WARC Awards for Effectiveness, Shortlisted, Brand Purpose, 2021

Beer brand Aguila changed consumer behaviour and grew brand favourability and affinity scores in Colombia by alerting customers to the dangers of binge drinking through a cap redemption scheme.

Building platform brands

Article • Darren Coleman and Erich Joachimsthaler, WARC Best Practice, June 2021

Research shows that eight of the largest ten companies in the world today have been built on platform-business models.

Introducing Movement Thinking: A simple framework for activating your brand’s purpose

Article • Scott Goodson and Chip Walker, WARC Best Practice, June, 2021

Higher purpose tends to be lofty by nature, which can make it sound inspiring, but can leave people unsure how to action it.

Proposal of a method to identify recall ability and brand associations

Research Paper • Masao Ueda, Int. Journal of Market Research, Vol. 63, No. 3, 2021, pp. 386-400

The purpose of this research is to develop a method to identify the ability to recall brand association and clarify which brand association is able to discriminate the recall ability.

Enhancing data collection methods with qualitative projective techniques in the exploration of a university’s brand identity and brand image

Research Paper • Louise Spry and Christopher Pich, Int. Journal of Market Research, Vol. 63, No. 2, 2021, pp. 177-200

This article focuses on assessing the capabilities of projective techniques, in gaining a deeper insight into complex university corporate brands.

Driving marketing effectiveness through digital packaging

Article • WARC Exclusive, May 2021

This report, developed in association with HP Graphic Arts, is an analysis of successful case studies that use packaging as lead media, with a focus on those that utilise variable product packaging through digital printing.

Winning hearts and minds: Why your brand needs difference and distinctiveness (and how market research can help)

Article • Phil Sutcliffe, WARC Exclusive, May 2021

Looks at how marketers can create and sustain both difference and distinctiveness and how market research can help.

The importance of brand in the digital economy

Opinion • Jocelyn Turlan, May 2021

Jocelyn Turlan explains why strong branding is becoming more important, and marketers need to look beyond advertising to get it right.

What we know about brand identity and image

Article • WARC Best Practice, May 2021

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).

For pharma marketing strategists, raising up the product benefits is only the beginning

Article • John Kenny, WARC Exclusive, Spotlight US, May 2021

Studies the differences between marketing strategy in pharma versus marketing strategy in other categories.

Purolator: Holiday Art Boxes

Case Study • SABRE Awards, Gold, North America, 2021

Purlator, a courier company, increased revenue in Canada despite the COVID-19 pandemic with a campaign that focused on creativity and representation.

The 2021 SoundOut Index: A report on the effectiveness, market penetration and personality of the world's best known sonic logos

Article • Research on WARC, May 2021

The industry’s first ever in depth analysis on how effectively sonic branding is currently being used by major organisations, providing long overdue benchmarks and brand tracking metrics.

What we know about brand naming

Article • WARC Best Practice, May 2021

Explores current thinking and writing on the topic of choosing a brand name, an identity and a strategic point of departure for the brand if done right.

Four facets of fame

Article • Paul Feldwick, WARC Exclusive, April 2021

As marketers look for ways to make creativity more effective, they should look for ways to build ‘fame’.

2030 B2B trends: Contrarian ideas for the next decade

Article • Research on WARC, April 2021

Looks at the key trends that will shape the future of B2B marketing and decision making over the next decade.

The importance of consumer engagement in brand heritage advertising: How feeling close to a brand can increase willingness to pay more

Research Paper • Daniele Scarpi, Journal of Advertising Research, Digital First, April 2021

Consumers mentally construe the world around themselves by adopting either low or high construal levels.

Asian strategy is in it for the long run

Opinion • Chiara Manco, April 2021

As the WARC Awards for Asian Strategy enter their 11th year, Chiara Manco looks at how strategy can future-proof businesses, growing brands and inspiring the industry.

Characters and logos are the assets with greatest potential for “unique brand ownership”

Article • Stephen Whiteside, Research on WARC, April 2021

Characters, logos and typography are the brand assets with the strongest potential for “unique ownership”, according to a study in the Journal of Brand Management.

Managing mixed brand portfolios in a time of experimentation and flux: a case for the Masterbrand

Article • Remona Duquesne, WARC Exclusive, April 2021

Of all the models available for managing brand portfolios, the Masterbrand approach could be most suitable during times of change – brand growth consultant, Remona Duquesne, explains why.

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.
Insights from the 2020 IPA Effectiveness Awards: Analysis and lessons from the winning work

Article • WARC Exclusive, February 2021

Reveals the trends and lessons from the 2020 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.
What we know about brand identity and image

Article • WARC Best Practice, May 2021

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).
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.
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.
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.