Article
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WARC Best Practice, May 2019
Provides an overview of the complex topic of brand positioning, a marketing strategy that aims to make a brand occupy a distinct position, relative to competitor brands, in the mind of the consumer.
News
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11 June 2019
The UK insurance sector is often seen as being driven primarily by price, especially since the advent of price comparison websites, but a bold experiment by Direct Line Group suggests this is not necessarily the case.
Article
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Paul Dervan, WARC Best Practice, June 2019
Discusses the differentiation and distinctiveness debate, arguing that differentiation may not be necessary to be successful.
Article
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Jo Bowman, WARC Exclusive, Lessons from the WARC Rankings, May 2019
Examples from two brands showing how directing marketing investment towards brand building rather than activation built sales over the long-term.
Article
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Jake Hoare and Tim Bock, International Journal of Market Research, Vol. 61, No. 1, 2019, pp. 12-21
Correspondence analysis is widely used to create brand maps, which show the positioning of brands with respect to perceptual attributes.
Article
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Brian Carruthers, Event Reports, The Future of Brands, February 2019
Details ways in which brands can address the gap between the experience marketers think they are delivering and the one that consumers are actually receiving.
News
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22 February 2019
A continued inability to adopt a consistent communications strategy has seen the Chinese technology giant, Huawei, become extremely susceptible to political headwinds, while also leaving it unable to respond.
News
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19 February 2019
Automation is coming to the professional advisers sector which needs to be thinking now about branding in order to counter agile competitors who are beginning to leverage tech to cherry-pick high-value services.
Article
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Peter Matthews, WARC Best Practice, February 2019
Explores how B2B marketers can harness the opportunity to strengthen their relationships with their clients by clarifying and revitalising what they stand for.
News
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11 February 2019
Chinese telco Huawei has come under intense pressure in recent months from the US and some of its allies over concerns that the company presents a security risk, yet it appears Chinese consumers have responded by rallying to Huawei’s defence.
Article
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Gordon Euchler, Ton Hollander and Christian von Thaden, WARC Exclusive, February 2019
Uses behaviour economics to outline a different way to do marketing, which starts with the business strategy and the CEO's business objectives.
News
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29 January 2019
It's a small and inconsequential part of most people’s daily routine - the few minutes they spend brushing their teeth.
News
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10 January 2019
For all that direct-to-consumer (DTC) brands are disrupting categories and rewriting many rules of marketing, it remains the case that DTC brand-building is still fundamentally brand-building, which means the standard principles all still apply.
Article
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Nazia Du Bois, Admap, January 2019
Explores how in the absence of big advertising budgets and traditional retail support, DTC brands can still apply traditional marketing principles to build long term brand equity.
Opinion
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Fernando Machado, December 2018
Burger King stays relevant by tapping what people are talking about and adapting technology to meet consumer needs, says Fernando Machado, who spoke to WARC as part of a series of interviews with CMOs for the Toolkit 2019 report.
Opinion
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Josh Mueller, December 2018
Commercial data and insights business Dun & Bradstreet has reinvented its marketing in the past year.
Opinion
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Sarah Jay, December 2018
Today’s culture of ‘either/or thinking’ is omnipresent from fat-shaming to gender issues, Brexit and Trumpism – whatever the topic, polarised views are the norm.
News
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13 November 2018
FedEx, the courier and delivery service company, is adopting a more integrated, purpose-driven approach to its messaging in response to major changes taking place in the marketplace.
Article
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Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2018
FedEx, the courier and delivery service, has shifted its advertising strategy to reflect a more global, and integrated, brand positioning.
Article
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Tom Donald, WARC Exclusive, October 2018
Building ‘operating principles’ for brand strategy over specific ‘brand values’ can offer more flexibility to marketers.
News
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26 October 2018
Many big brands are feeling the heat from a new kind of competitor: the smaller, younger, quicker upstart brand.
Article
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David Taylor, WARC Best Practice, October 2018
Explores insights from new research into the threat to big brands of attack by small 'insurgent' brands.
Article
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Gareth Price, WARC Exclusive, October 2018
Looking at the three challenges brands face when pursuing common knowledge which has implications across the marketing discipline.
Article
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Geoffrey Precourt, Event Reports, Advertising Week, October 2018
Cigna, the health insurance service company, successfully built deeper engagement with consumers through shifting its marketing focus.
News
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16 October 2018
The reintroduction of a popular character proved a wise move for frozen food brand Birds Eye, as the return of Captain Birdseye helped drive improved brand metrics and reverse a precipitous decline in sales.
