Advertising best practice, evidence and insights

What we know about brand identity and image

Article • WARC Best Practice, March 2019

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).

How to use design in today's fragmented media mix

Article • Katie Ewer, WARC Best Practice, September 2017

This paper provides a best-practice guide for using graphic design, including packaging design, in the marketing mix to build brand equity.

How to measure design’s contribution to business growth

Article • Joanna Seddon, WARC Best Practice, November 2016

This paper outlines ways to transform perceptions of design, by demonstrating its importance to business.

Samsung Fire & Marine Insurance: Firevase

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2019

Samsung Fire & Marine Insurance, an insurance brand, launched a flower vase that doubled as a fire extinguisher in South Korea to promote fire safety across the country.

IKEA: ThisAbles

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2019

IKEA, a furniture retail company, hacked 13 of its popular products and used 3D printing to create special add-ons for people with disabilities in Israel.

Gillette: Handle with care

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2019

Gillette, a razor and shaving products brand, created the TREO razor in the UK to bring a better experience to men who can no longer shave for themselves.

Tesco: Unforgettable Bag

Case Study • Cannes Creative Lions, Silver, Creative Strategy Lion, 2019

Tesco, the supermarket chain, incentivised shoppers in Malaysia to reuse their bags by giving them money off their shop when they did.

How Burger King used design, tech and product innovation to survive the ‘adpocalypse’

Article • Alex Brownsell, Event Reports, Cannes Lions, June 2019

A summary of Burger King’s strategy of using non-paid media, including design and technology, to compensate for a shortfall in ad budgets.

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.

Indonesia's Gojek unveils new look in regional diversification

News • 24 July 2019

Indonesia-based ride-hailing app Gojek has launched a new brand logo and identity, as it seeks to expand its ‘Super App’ offering across Southeast Asia.

When does product brand matter to children?

Research Paper • Fei Wang and Shu Li, International Journal of Market Research, Vol. 61, No. 4, 2019, pp. 380-393

How children assess a product's brand and other perceptual attributes is one of the primary issues of consumer socialization.

The anatomy of effectiveness and highlights from Cannes

Article • David Tiltman, WARC Webinars, July 2019

David Tiltman, VP of content at WARC, takes viewers through WARC's white paper 'Anatomy of Effectiveness', and the five key priorities for brand marketers and advertising agencies seeking to achieve greater impact.

What we know about packaging

Article • WARC Best Practice, July 2019

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

Why an audio logo is essential for your brand

Article • Brooke Hemphill, Event Reports, Mumbrella Audioland, May 2019

Best practice advice for brands looking to create an audio logo to ensure relevance with consumers in non-visual contexts.

Please stay tuned: Lessons from rolling out a new brand identity for Brazil’s biggest broadcaster

Opinion • Sergio Valente, July 2019

Sergio Valente, director of communications at Globo and former president of DDB Brazil, on why the media owner launched a digital ‘brand book’ to announce its new visual identity.

How to grow via premiumisation: Admap summary deck

Article • Admap, July 2019

A summary of new thinking and best practice on premiumisation from Admap.

Shifting signifiers of premium, and how brands can adapt

Article • Alex Gordon, Admap, July 2019

Looks at how brands can align themselves with the new cultural rendering of “premium-ness”.

How to be premium in an age of high expectations

Article • Andy Wardlaw, Admap, July 2019

This article is extrapolated from original research published in 2018, which examined UK shopper attitudes to over 120 branded products across 12 leading CPG categories.

Any audio logo is better than none

News • 17 June 2019

Most brands still don’t have audio guidelines, but the media landscape is changing and soon any audio logo will be better than none, an industry figure has claimed.

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