Brand identity & image

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Indomie: Where's the noodle?!

Case Study • MMA Smarties, Indonesia, Gold, 2021

Indomie, the noodle brand, wanted to capture people's attention and create a reason for people to purchase the brand during Ramadan in Indonesia.

Behind the winning idea: Speight's – The Dance

Article • Lucinda Sherborne and Rachel Ellerm, WARC Exclusive, January 2022

This episode of Behind the winning idea explores the strategy, execution and outcome of Speight's: The Dance, awarded Bronze in the Sustained Growth category of the 2021 WARC Awards for Effectiveness.

The Coffee House: The mysterious adventure to save the moon

Case Study • MMA Smarties, APAC, Gold, 2021

The Coffee House, a café chain, launched a campaign in Vietnam for the Mid-Autumn Festival.

QQ Star Milk: Discovery's Kenyan safari

Case Study • MMA Smarties, APAC, Gold, 2021

QQ Star Milk, a milk beverage brand, launched a campaign in China to increase brand awareness and drive sales.

Heineken: Sleek music in a can

Case Study • MMA Smarties, APAC, Gold, 2021

Heineken, a beer brand, launched the Music in a Can campaign in Vietnam to promote its 'Sleek' cans.

What we know about packaging

Article • WARC Best Practice, December 2021

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

Churchill Insurance: A rather cool reinvention

Case Study • MRS Awards Papers, Finalist, Creative Development Research, 2021

Churchill, a leading provider of general insurance, launched a campaign in the UK to deliver substance through emotion, disrupt category norms and use Churchie as a symbol of reinvention.

The Royal National Institute of Blind People (RNIB): The power of archetypes – how cultural insights transformed RNIB

Case Study • MRS Awards Papers, Winner, Cultural Insights, 2021

Versiti, the consultancy brand, helped to transform RNIB by refocusing the corporate strategy and brand logo in the UK.

Cracking the CODE in Pharma: A framework for more effective Healthcare marcomms

Article • WARC Exclusive, December 2021

This report, developed in association with Accenture Interactive, is an analysis of successful Pharma and Healthcare campaigns from 2010 – 2021 using WARC’s case study database.

Similac: Touch

Case Study • Gilad Kat, Guy Melzack, WARC Media Awards, Gold, Effective Use of Tech, 2021

Infant formula milk brand Similac turned to touch to help boost sales by becoming mums' brand of choice in Israel.

Budweiser: Messi X Budweiser 644

Case Study • Anna Watkins, WARC Media Awards, Silver + Collaboration with an Influencer Award, Effective Use of Partnerships and Sponsorships, 2021

Budweiser, a beer brand, launched a campaign to drive conversation about its brand when Lionel Messi broke Pele's record for the most goals scored for a single club.

Triple-S Advantage: Robbie keeping families connected

Case Study • Gabriela Bonilla, Monica Taveras, Jaime Rosado, WARC Media Awards, Silver, Effective Use of Tech, 2021

Health insurance company Triple-S Salud used advanced robotic technology to develop a stronger emotional bond with its clients in Puerto Rico.

Talk is cheap, language is valuable: How to measure the ROI of your brand voice

Opinion • Chris West, November 2021

Brand voice can be a financial drag if you’re getting it wrong and a financial success if you’re getting it right. Chris West has some pointers.

WARC talks targeting taste communities

Article • Ana Andjelic, WARC Exclusive, November 2021

This episode of WARC talks discusses targeting taste communities with strategy executive and author of The Business of Aspiration, Ana Andjelic.

How TUI survived the pandemic and emerged with a new brand look

Article • Brian Carruthers, Event Reports, Marketing Society Changemakers Conference, November 2021

After coping with the difficulties of lockdowns, travel brand TUI has relaunched with a fresh brand identity for the post-pandemic world.

WARC talks creativity and attention

Article • Karen Nelson-Field and Orlando Wood, WARC Exclusive, November 2021

This episode of WARC talks looks at creativity and attention with Karen Nelson-Field, CEO and founder of Amplified Intelligence, and Orlando Wood, Chief Innovation Officer at System1 Group.

Mercado Libre: Elbow to elbow

Case Study • WARC Cases, November 2021

Mercado Libre, a Latin American marketplace, increased donations for food banks and highlighted the importance of social distancing during the COVID-19 pandemic across LATAM by changing its iconic logo from a handshake to an elbow bump.

Yeos: #YeosMoment

Case Study • Hon Wui Teo, Jeff Ng, WARC Awards for Asian Strategy, 2021

Drinks brand Yeo's grew its presence in the digital space in Singapore with a campaign that hijacked online conversations to leverage the brand's National Day association.

Dove: Skin Cleansing Deluxe

Case Study • Glenn Revillas, Kat De Guzman, Meg Perez, WARC Awards for Asian Strategy, 2021

Personal care brand, Dove, broke through the clutter of category communications with a unique approach to ad placement in the Philippines.

McDonald's Malaysia: Mekdi. Every Malaysian's McDonald's

Case Study • Kunal Roy, Sarthak Ranka, WARC Awards for Asian Strategy, 2021

QSR brand McDonald's embraced its local identity in Malaysia with a multi-channel campaign that saw it shed its outsider label and take a big step towards becoming a cultural brand.

Lay's: Getting India to SMILE

Case Study • Arnab Chaudhari, WARC Awards for Asian Strategy, 2021

Potato chip brand, Lay's, leveraged its packaging as a media vehicle to find its way back into the hearts of millions of customers in India.

McDonald's: Eat equal

Case Study • SABRE Awards, APAC, Gold, 2021

McDonald's, a fast-food brand, launched a new type of packaging to people with movement disabilities to enjoy burgers.

Helping Ballantine's find its soul

Case Study • APG (UK), Entrant, 2021

Ballantine's, a scotch whisky brand, launched a worldwide campaign to drive growth and contribute towards becoming a top 10 global spirit brand by 2025.

Lion Cereal, CPW: Smells like teen spirit - How Lion Cereal turned teenage anger into brand affection

Case Study • APG (UK), Bronze, 2021

Lion Cereal, a breakfast cereal brand, launched a campaign in Europe to get more 16–24-year-olds eating the brand's cereal.

Co-op Honest Value: Own-label is branding too

Case Study • APG (UK), Entrant, 2021

Co-op, a food retail brand, launched a campaign in the UK to improve its price perceptions and advertise its own-label value range that was 20-50% cheaper than the next range up.

Rethinking brand for the rise of digital commerce

Article • WARC Exclusive, June 2021

This WARC white paper looks at rethinking how the marketing discipline should approach brand, media and performance marketing – and reframe it for a world of digital commerce.
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).
Strategy Toolkit module 3: Analysing the brand

Article • Strategy Toolkit, March 2021

This module has been assembled with one simple aim: to give the reader a thorough grounding in how to think about brands.
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.