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Managing mixed brand portfolios in a time of experimentation and flux: a case for the Masterbrand

Article • Remona Duquesne, WARC Exclusive, April 2021

Of all the models available for managing brand portfolios, the Masterbrand approach could be most suitable during times of change – brand growth consultant, Remona Duquesne, explains why.

Volvo’s E.V.A Initative: Bringing gender equality to automotive safety

Article • Anna Hamill, WARC Exclusive, April 2021

Safety is a bottom-line message for every brand in the automotive category – so how did Volvo rework that message as a key brand differentiator.

How Microsoft’s marketers practiced what they preached during the COVID-19 pandemic

Article • Sam Peña-Taylor, Event Reports, Lions Live, March 2021

This article explores how Microsoft, the tech company, delivered effective marketing as the world underwent a digital transformation during the COVID-19 pandemic.

The brand strategists’ toolkit 15: Brand archetypes

Article • Nick Liddell, WARC Best Practice, March 2021

Brand archetypes are based on Carl Jung’s theory of a “collective unconscious”: everyone has a second psychic system that is identical in every human being.

Strategy Toolkit module 3: Analysing the brand

Article • WARC Strategy Toolkit, March 2021

This module has been assembled with one simple aim: to give the reader a thorough grounding in how to think about brands.

Strategy Toolkit module 1: How marketing works

Article • WARC Strategy Toolkit, March 2021

This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.

Unilever’s Tati Lindenberg: “If it’s not driving action, it’s just wallpaper.”

Opinion • Tati Lindenberg, February 2021

Tati Lindenberg, Vice-President of Marketing for Dirt Is Good (Persil, OMO), Unilever, is chairing the Brand Purpose category in this year’s WARC Awards for Effectiveness . Here, she talks about clear KPIs, Disney’s Christmas film and why brands need to drive action.

How the Capitol riot should alter brand actions in a polarized nation

News • 26 January 2021

US consumers entered the end of 2020 with concerns about the pandemic and the political environment, but, in December, vaccines and new leadership gave a sense of anticipation about 2021.

US citizens voted against disruption – and that has implications for brands

News • 25 January 2021

No matter their political affiliation, US voters voted for the same thing: stability over disruption, whether that was a continuation of the Trump Administration or a return to governing norms.

Renowned political strategist Mark Penn on why the US is actually moderate

Opinion • Cathy Taylor, January 2021

As part of our Spotlight US series on Marketing in a Polarized Nation, we talked to the person perhaps best positioned to translate the election’s outcome into what it means for brands – Mark Penn – who for decades has been one of the leading political pollsters and strategists. He has worked on campaigns for President Bill Clinton, Senator Hillary Clinton, and UK Prime Minister Tony Blair.

After the riot: How brands can respond to an ever-changing US political climate

Article • Anita Schillhorn , WARC Exclusive, Spotlight US, January 2021

Going into the fourth quarter of 2020, a McKinney study found that months of quarantine and pandemic news coupled with a contentious political environment had worn down the American psyche; consumers felt restricted, conflicted, and overwhelmed.

US consumers voted for stability over disruption, and that has implications for brands

Article • J. Walker Smith, WARC Exclusive, Spotlight US, January 2021

Despite polarization, people in the US voted against disruption in the recent presidential election.

Signals 2021

Article • OMD, Research on WARC, January, 2021

An overview of the key consumer signals to help plan for the year ahead, following the unprecedented and transformational events of 2020.

Don't sweat the new normal

News • 23 December 2020

As consumers rewire their habits and lifestyles thanks to COVID-19, marketers should take the opportunity to focus and get the basics right, says Seth Godin.

Marketers need to ignore macro trends and stay focused

Article • Low Lai Chow, Event Reports, DigiCon Omni, October 2020

Seth Godin shares some insights on what marketers need to be prioritising amidst macro-changes.

Style over substance: How to avoid the biggest brand purpose pitfall in 2021

Article • Jane Asscher, WARC Exclusive, December 2020

Brand purpose has been a hot, and much debated, topic in marketing for several years and the COVID-19 pandemic has forced businesses to properly address their purpose.

Turn on, tune in, drop put (then turn on again): BT TV and the power of flexibility

Research Paper • MRS Awards Papers, Winner, MRS Award for Applications of Research, 2020

BT, a multinational telecommunications company, grew its acquisition by 11% and attracted younger consumers by reinvigorating and relaunching its TV proposition in the UK.

The brands strategy toolkit: Jobs To Be Done