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.
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Sangeeta Tanwar, Event Reports, Mint Marketing Summit, October 2021
Diageo India’s Deepika Warrier explains at the recent Mint Marketing Summit Marketing how marketing is no longer just a function to drive brand awareness and advertising but is now an independent profit centre and responsible for generating revenue.
Amid COVID and changing consumer mindsets, Sean O’Donnell, Global Brand Director of Tiger Beer, speaks to WARC’s Gabey Goh for the Marketer’s Toolkit 2022 about how the beer brand has been tackling the impact of lockdowns with creative campaigns. Toolkit 2022 This interview is part of WARC's Marketer's Toolkit 2022. Read more .
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Sue Mizera and James Risch, WARC Exclusive, July 2021
This in-depth case study explores the creation of a vision, mission and core values for a pharmaceutical technology company to develop a clear B2B brand strategy that underpinned a new strategic focus for the organisation for the long term.
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샘 페나 테일러, Event Reports, Lions Live, June 2021
FMCG giant Unilever articulates an updated perspective on what its marketing ought to achieve in the post-pandemic world, according to a session at Lions Live.
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Nick Liddell, WARC Best Practice, April 2021
Value propositions are statements that capture what makes a product, service, brand, or experience different and desirable in the minds of its intended audience.
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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.
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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.
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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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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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.
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