Brand positioning
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Article • Anita Schillhorn , WARC Exclusive, Spotlight US, January 2021
Article • J. Walker Smith, WARC Exclusive, Spotlight US, January 2021
Opinion • Cathy Taylor, January 2021
Article • OMD, Research on WARC, January, 2021
News • 23 December 2020
Article • Low Lai Chow, Event Reports, DigiCon Omni, October 2020
Article • Jane Asscher, WARC Exclusive, December 2020
Research Paper • MRS Awards Papers, Winner, MRS Award for Applications of Research, 2020
Article • Nick Liddell , WARC Exclusive, December 2020
Article • Nick Liddell , WARC Exclusive, December 2020
Article • Nick Liddell , WARC Exclusive, December 2020
Article • Nick Liddell , WARC Exclusive, December 2020
Article • Nick Liddell , WARC Exclusive, December 2020
Article • WARC Best Practice, December 2020
Article • WARC Best Practice, December 2020
Article • Nick Liddell, WARC Exclusive, December 2020
Article • Nick Liddell, WARC Exclusive, December 2020
News • 11 November 2020
Article • Oliver Feldwick and Alex Dobson, WARC Exclusive, November 2020
News • 19 October 2020
Article • Sam Peña-Taylor, Event Reports, DMEXCO @home, September 2020
News • 03 September 2020
Article • Ekaluck Charanvas, Ponghatai Sreesing, Hari Ramanathan, Kunakorn Sansuk, WARC Exclusive, Spotlight Thailand, September 2020
Article • Darren Coleman, WARC Best Practice, August 2020
Data • Rob Clapp, WARC Data Points, August 2020
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Article • Geoffrey Precourt, Event Reports, ARF Coronavirus Virtual Town Hall, March 2020
Advertising budgets will come under pressure in many industries as a result of Coronavirus, raising the pressure on brand custodians to achieve the greatest possible efficiency. -
Article • WARC Best Practice, December 2020
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. -
Article • Oliver Feldwick, WARC Exclusive, March 2020
Looks at how brands can and should help in times of crisis. -
Article • Phil Barden and Dr. Nick Carnagey , Research on WARC, April 2020
Explores new research into the changes in consumer motivations during the Covid-19 crisis, as opposed to before. -
Article • Laurie Young, WARC Best Practice, February 2017
This Best Practice paper explains how to position a brand, arguing that effective positioning needs to be distinctive, appealing and relevant. -
Article • Andrea Sophocleous, Event Reports, WFA Global Marketers' Conference, March 2014, pp. 0-0
This event report discusses why Unilever, the FMCG giant, believes the idea of the "consumer" is flawed.