Article
•
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.
Article
•
Oliver Feldwick, WARC Exclusive, March 2020
Looks at how brands can and should help in times of crisis.
News
•
23 March 2020
Brands may need to shift their positioning in response to the COVID-19 pandemic, as consumer attitudes and preferences evolve in line with the changing situation.
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.
News
•
19 March 2020
Nivea Crème’s performance as a core product is key to owner Beiersdorf’s fortunes, and qualitative testing of an updated, more progressive brand strategy is designed to find new growth among younger audiences unfamiliar with the product.
Article
•
Sam Peña-Taylor, Event Reports, IIeX Europe, February 2020
Beiersdorf-owned Nivea creme needed to increase its appeal among younger audiences through a brand refresh and pre-tested the strategy’s written form to create a global position.
Article
•
Stephen Whiteside, Event Reports, Money 20/20, October 2019
Greenhouse by Wells Fargo, a financial-services offering centered around a mobile app, has based its approach on using digital tech to solve long-term consumer painpoints.
Opinion
•
Gabey Goh, November 2019
This interview is part of the Marketer’s Toolkit 2020. Download the summary report here .
News
•
15 November 2019
Britvic, the soft drinks company, took drastic steps to address a decline in sales and penetration at Robinsons, its leading dilutes brand.
News
•
13 November 2019
News that Greggs has lifted its profits forecast for the fourth time this year highlights the success of the transformation of the Newcastle-headquartered bakery chain that has been taking place over the past five years.
Article
•
Brian Carruthers, Event Reports, Festival of Marketing, October 2019
Looks at how UK bakery chain Greggs has reinvented itself as major player in the food-on-the-go sector.
Article
•
Brian Carruthers, Event Reports, Festival of Marketing, October 2019
Looks at how Robinsons, the dilutes brand, successfully repositioned itself to attract older consumers.
News
•
29 October 2019
Moxy, the youth-oriented hotel brand, is committed to “living its truth” and in doing so has helped owner Marriott International understand the power of position – and the power of a voice – to create meaningful differentiation in the marketplace.
Article
•
WARC Best Practice, October 2019
Looks at the many different ways to execute premiumisation and how offerings need to pay attention to the details of product, packaging and messaging to satisfy premium consumer expectations.
Article
•
Stephen Whiteside, Event Reports, Youth Marketing Summit New York, September 2019
Moxy, the hotel brand, is carving our a distinct niche in a category that can often be defined by undifferentiated experiences.
Article
•
Matt Carcieri, WARC Best Practice, October 2019
This article provides best practices for defining a brand purpose.
News
•
02 October 2019
The cosmetics brand drove numerous core brand metrics through a campaign that used a playful tone to engage with consumers, and featured almost 200 different assets.
Article
•
Stephen Whiteside, Event Reports, Advertising Week New York, September 2019
Beauty brand e.l.f. had seen revenues decline and was closing several retail stores, but decided to boost its expenditure on brand building, with impressive results.
News
•
30 July 2019
Poh Heng Jewellery has tapped into the emotions of different age groups to ensure it stays relevant for each new generation of Singaporeans amidst changing preferences and digitally disrupted channels of engagement.
Article
•
Gabey Goh, WARC Exclusive, July 2019
Poh Heng, the Singaporean jewellery brand, is mixing its storied history with a fresh perspective to retain relevance with consumers.
Article
•
Dr. Darren Coleman, WARC Exclusive, July 2019
Offers an alternative perspective and questions whether brand purpose serves a brand purpose.
Opinion
•
Lena Roland, July 2019
This month’s Admap looks at how brands can grow via premiumisation. Having a premium offer within the portfolio is an important way for brands to drive sales growth and to engage with a wider range of consumers.
Article
•
Peter Matthews, Admap, July 2019
Looks at how technology players, such as Amazon, have particularly impacted middle-market brands that often have not invested sufficiently to understand their customers.
Article
•
John Dawes, Magda Nenycz-Thiel, Charles Graham and Bruce McColl, Admap, July 2019
Explores the myths of premiumisation, adding evidence to the topic by identifying the appropriate growth strategy, as well as how to manage pricing and price promotions for the premium offer.
News
•
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.
