Article
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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).
Article
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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.
Article
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Joanna Seddon, WARC Best Practice, November 2016
This paper outlines ways to transform perceptions of design, by demonstrating its importance to business.
Case Study
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Tangrams Strategy & Effectiveness Awards, Silver, 2019
Coca-Cola, the soft drinks brand, increased market share and brand love in China by launching an Augmented Reality (AR) experience on Baidu that connected young people through games and live maps.
Article
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Geoffrey Precourt, Event Reports, ANA Masters of Marketing Conference, October 2019
Dunkin’, the quick-service restaurant chain, successfully revitalized its brand through focusing on optimism.
Case Study
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MMA Smarties, Finalist, X (Global), 2019
Coca-Cola, the soft-drinks brand, launched an online cricket game to engage consumers and increase sales in India, during the ICC Cricket World Cup season.
Case Study
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MMA Smarties, Silver, X (Global), 2019
Coca-Cola, the soft drinks brand, increased consumer engagement globally by developing a pair of drinking glasses that light up whenever used, allowing friends to share their Coca-Cola drinking moments with each other.
Case Study
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Best Media Strategy, Consumer Products, Beverages and drinks , 2019
Pepsi, a soft drink brand, increased consideration in India by launching 200 million bottles and cans with words that spoke to millennials depicting the spontaneity of Pepsi moments.
News
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01 November 2019
Brand building requires marketers to balance short-term acquisition with long-term emotional connection; global brand building adds layers of extra complication, but a framework based on four crucial pillars will assist marketers in managing the ...
Article
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Jan Gooding, WARC Exclusive, October 2019
Discusses four important pillars to building a global brand which create a framework within which global brand building can be managed.
Article
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Alexander Jakubanecs, Magne Supphellen, Alexander Fedorikhin, Hege Mathea Haugen, and Njål Sivertstøl, International Journal of Market Research, Vol. 61, No. 5, 2019, pp. 518-533
The objective of this article is to show the effects of the use of Free Association Technique on the excitation of brand emotions and functional associations across a Western and an East Asian culture as well as to identify and test underlying mechanisms.
News
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18 October 2019
Malaysia Airlines has launched a new logo and brand campaign, called ‘Fly Malaysia’, aimed at drumming up inbound and domestic travel in support of Visit Malaysia 2020.
Case Study
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Account Planning Group - (UK), Silver, 2019
Skittles, a brand of fruit-flavoured sweets, launched a campaign associated with London Pride to increase retail distribution and engage young people in the UK, which led to an ROMI of 142% within a year.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Braun, a consumer products company, reframed the brand's essence globally to a suit a modern audience that favoured simplicity.
Case Study
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Account Planning Group - (UK), Entrant, 2019
The Football Association, the governing body of association football in England and other Crown dependencies, increased ticket sales for the women's FA Cup Final after partnering with Subbuteo to create a female version of the classic board game.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Mentos, a candy brand, increased sales and awareness of its sweets globally by printing dares on them, which encouraged people to communicate with each other.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Gillette, the shaving brand, used strategic thinking to create a new product, Gillette TREO, for a category with a previously unserved audience in the US.
Case Study
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Account Planning Group - (UK), Gold, 2019
Dosist, the cannabis pen brand, harnessed all the disruptive power of cannabis to launch the brand that invented the category of dose-controlled cannabis in California.
Case Study
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Jay Chiat Strategic Excellence Awards, Silver, Product/Service Creation, 2019
The United State of Women, a national organisation for gender equality, launched the WoManikin, an attachment that gives manikins breasts to help educate people about giving CPR to women in the US.
Article
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Stephen Whiteside, Event Reports, Advertising Week New York, September 2019
Panda Express, the chain of quick-service restaurants, is using its marketing to champion the traditions, values and flavors that make up the core elements of its brand.
News
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11 October 2019
Telecoms giant BT is set to launch a major marketing and branding campaign next week (October 18) as it admits right now the name “stands for nothing”.
Article
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WARC Exclusive, October 2019
Summarises current thinking about how to advertise effectively in the APAC region, given the current sense that advertising is not driving the growth it should be.
Opinion
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Jimmy Keown, October 2019
When executives talk about culture, they tend to think of it only in terms of internal health, not external success.
Opinion
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Paul Feldwick, October 2019
This article is part of a series of articles from October's edition of Admap on winning in the era of brand experience.
News
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03 October 2019
Vietnam’s Saigon Beer Alcohol Beverage Corp (Sabeco) has been on a journey of transformation over the past year, culminating in the recent relaunch of its flagship brand beer brand Bia Saigon.
