Brand positioning
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Article • Remona Duquesne, WARC Exclusive, April 2021
Article • Anna Hamill, WARC Exclusive, April 2021
Article • Sam Peña-Taylor, Event Reports, Lions Live, March 2021
Article • Nick Liddell, WARC Best Practice, March 2021
Article • WARC Strategy Toolkit, March 2021
Article • WARC Strategy Toolkit, March 2021
Opinion • Tati Lindenberg, February 2021
News • 26 January 2021
News • 25 January 2021
Opinion • Cathy Taylor, January 2021
Article • Anita Schillhorn , WARC Exclusive, Spotlight US, January 2021
Article • J. Walker Smith, WARC Exclusive, Spotlight US, 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
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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 • 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 • 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 • 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. -
Article • Anna Shin, WARC Exclusive, May 2020
R/GA Singapore’s Anna Shin maps out how the consumer definition of happiness and satisfaction has changed thanks to COVID-19, and how brands need to adapt to thrive. -
Article • Gerard J. Tellis, WARC Exclusive, May 2020
When faced with a recession, most firms cut back on advertising alongside cutting other costs, yet there is a body of evidence that suggests a positive impact for companies that keep advertising during a recession.