Advertising best practice, evidence and insights

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).

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.

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.

What we know about packaging

Article • WARC Best Practice, September 2020

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

Australians back ‘Australian Made’ as support for locally-produced goods rises

News • 07/09/2020

Nine in 10 Australians (89%) believe Australia should be producing more products locally following the COVID-19 pandemic, according to new research from Roy Morgan.

Understanding consumer perceptions of luxury brands

Article • Jenni Romaniuk and Ava Huang, International Journal of Market Research, Vol. 63, No. 5, 2020, pp. 546-560

Continuing the stream of luxury brand research that seeks to identify how luxury brands differ from non-luxury brands, we test whether the brand usage and attribute prototypicality influences on consumers' perceptual responses about non-luxury brands extend to luxury brands.

Resilient brands don’t react to a crisis, they respond to it: A perspective on racism and the call for equality

Article • David Lansanah, WARC Exclusive, August 2020

As individuals across the world reflect on their own beliefs, actions and privilege, brands too are assessing their role in systemic racial inequality and how to move forward.

The sound of simplicity: Why sonic branding is vital for a connected experience

Article • Victoria Kurzweg, WARC Exclusive, July 2020

Details major developments in sonic branding over the last 30 years.

On “purpose”: From embracing a social cause to owning your reason to be

Opinion • Jean-Claude M. Kikongi, July 2020

The real debate around “purpose-driven” marketing isn’t whether it should be or not. It actually isn’t a debate at all: it’s us, as an industry, struggling with a word’s definition.

Deep RiverRock: The Recycled Logo

Case Study • SABRE Awards, In2 EMEA, Best in Identity Branding, Gold, 2020

Deep RiverRock, a brand of water, removed its logo from its bottle and replaced it with 100% Recycled Bottle to promote its commitment to sustainability in a bold way in Ireland.

How creativity drives advertising effectiveness

Article • Research on WARC, July 2020

The crisis in creative effectiveness has been played out during the first several months of the coronavirus pandemic of 2020.

How HSBC balances global and local brand needs

News • 09/07/2020

HSBC, the financial-services provider, has aimed to strike a balance of global consistency and local flexibility in its branding strategy after launching a refreshed positioning two years ago.

How HSBC pursued a global rebranding program – and responded to a pandemic

Article • Geoffrey Precourt, Event Reports, Lions Live, June 2020

HSBC, the financial-services provider, undertook a rebranding exercise that aimed to reflect its internal culture of being a diverse, international organization, while remaining locally relevant.

Pepsi: #Summergram

Case Study • Case Studies on WARC, 2019

Carbonated drinks giant Pepsi ran a multichannel campaign to increase sales in the US.

Why storytelling should be the first refuge for Indian brands

News • 06/07/2020

Government slogans such as ‘Make in India’ and ‘Vocal for local’ appeal to patriotic sentiments, but brands ought rather to be focused on telling stories and adding to people’s lives, says an agency figure.

Re-evaluating iconic brand assets in a post-pandemic world

Article • Dr Gemma Calvert, Win Ee Chun and Dr Eamon Fulcher, WARC Exclusive, June 2020

Distinctive brand assets have a powerful role to play in ensuring top-of-mind recall with consumers – but in a world changed by COVID-19, a strategic reassessment of assets is needed.

Puck: Making meal-time fun time

Case Study • Tahaab Rais, Anna Sadykova, WARC Prize for MENA Strategy, Bronze, 2020

Spreadable cheese brand Puck used an edutainment strategy to increase sales in Saudi Arabia and the United Arab Emirates.

The future of Indian brands lies in storytelling not jingoism

Article • Shormistha Mukherjee, WARC Exclusive, July 2020

Flying Cursor Interactive’s Shormistha Mukherjee argues that for Indian consumers look up to Indian brands, the answer doesn't lie in patriotism, but in storytelling.

‘Vocal for local’ shines a light on laggard Indian brands

Article • Sonal Jhuj, WARC Exclusive, July 2020

DDB Mudra’s Sonal Jhuj takes a deep dive into the barriers Indian brands face in trying to outpace multinational competitors.

Black Lives Matter movement forces brands’ marketing review

News • 23/06/2020

Several major brands are undertaking reviews of logos and marketing messages in the light of the now-global Black Lives Matter protests and the broader debate over racial equality.

OREO and HBO: OREO x Game of Thrones

Case Study • Case Studies on WARC, 2019

Cookie brand OREO reignited brand love among American adults by launching a limited-edition product created in partnership with HBO’s Game of Thrones.

Well & Truly: Rebrand – Say goodbye to sad snacks

Case Study • Design Business Association, Design Effectiveness Awards, Silver, 2020

Well & Truly, a gluten-free snack brand, increased distribution and sales across the UK by rebranding its packaging and approaching healthy snacking with a more positive attitude.

Pipers: Living Life Boldly

Case Study • Design Business Association, Design Effectiveness Awards, Bronze, 2020

Pipers, a crisp brand, increased sales and distribution in the UK by redesigning its packaging to make its Piper the heart of the identity, alongside a range of bright colours.

McCormick: Reversing decline in a growing category

Case Study • Design Business Association, Design Effectiveness Awards, Silver, 2020

McCormick, a food company, increased sales and reach in the UK by redesigning its packaging to communicate the origins and flavour profiles of its ingredients.

Brand identity & image