Article
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Dom Boyd, WARC Webinars, October 2019
Dom Boyd, founder of DADA Consulting, addresses the theme of October's edition of Admap on winning in the era of brand experience by answering key questions on the topic.
Article
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Darren Coleman, Admap, October 2019
Details how to structure brand experience building initiatives by demystifying the brand experience building process.
Opinion
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Tom Morton, September 2019
The job of brand strategy expands from telling the brand story to building the brand system, argues R/GA's Tom Morton in an essay for the Future of Strategy 2019.
Article
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WARC Best Practice, August 2019
Explores key insights on brand architecture, or the organisation of a brand portfolio, highlighting methods and techniques to maximise the value of a portfolio while keeping clarity for consumers and employees.
Article
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WARC Best Practice, August 2019
Provides guidance and reading on brand characters, a non-celebrity animate being that can perform a multitude of roles from the perspective of brand or user.
Opinion
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David Tiltman, August 2019
Last week saw the very sad news that Judie Lannon, one of the pioneers of account planning, has passed away.
Opinion
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Leo Rayman, July 2019
It’s time to ditch some traditional thinking about brands, says Leo Rayman of Grey Consulting – and the ‘brand onion’ is high up on his list.
Article
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Low Lai Chow, WARC Exclusive, May 2019
A major theme at SXSW was disruption – here’s what marketers can do to counter disruption among people, brand experiences and business.
Opinion
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Mike Teasdale, March 2019
There are lots of ways a brand can shoot itself in the foot. Mike Teasdale analyses the brands that did it so you don’t have to.
Article
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WARC Best Practice, January 2019
This article explores the current reading and thinking on the subject of Brand Loyalty, a topic spanning behaviour and attitude.
Article
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Ajinkya Pawar, WPP Atticus Awards, Merit, 2018
Analyses the two trends that are fundamentally changing the role of brands in the lives of consumers: rise of nativism and domination by platforms, and provides insights to help brands grow.
News
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21 December 2018
Brands should try to strike a balance in displaying “warmth” and “competence” to consumers, according to a paper in the Journal of Advertising Research (JAR).
Article
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Christina Peter and Milan Ponzi, Journal of Advertising Research, Vol. 58, No. 4, 2018, pp. 423-432
Researchers have shown that consumers perceive brands, as they do people, on the basis of two dimensions: warmth and competence.
Opinion
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Gareth Kay_, November 2018
Brands are rarely made better when we add to them. The more we add stuff - be it for the sake of 'the new' or to fend off what we see as competitive threat - the greater the risk that we dilute and obfuscate what we really are, says Gareth Kay.
News
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01 November 2018
Building ‘operating principles’ for brand strategy over ‘brand values’ can offer more flexibility to marketers and offer measurable and actionable goals rather than vague value statements, according to a leading planner.
Article
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Tom Donald, WARC Exclusive, October 2018
Building ‘operating principles’ for brand strategy over specific ‘brand values’ can offer more flexibility to marketers.
Article
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Stephen Whiteside, WARC Exclusive, July 2018
Brand assets such as logos, slogans and jingles can be extremely powerful, but are often misused or neglected by marketers.
Article
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Tom Morton and Jess Greenwood, Admap, July/August 2018, pp. 42-43
Outlines the importance of brand story and explains why a planning discipline that defines a brand in order to guide what it makes, beyond what it says, is increasingly valuable.
Opinion
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Gareth Kay_, July 2018
The notion of the importance of “community” in building powerful brands has been around for a long time but, asks Gareth Kay, has the term now become so overused that it has been rendered meaningless?...
Research Paper
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Raphaëlle Lambert-Pandraud, Gilles Laurent and Bernard Gourvennec, International Journal of Market Research, Vol. 60, No. 3, 2018, pp. 304-315
We define Brand Verbal Fluency as the ability of a consumer, when cued with a product category, to name the brands he or she knows in that category.
Article
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Jerry W. Thomas, Admap, June 2018, pp. 41-43
Examines how to achieve two of the main measures of brand strength – aided and unaided brand awareness – and expands on how to get the most out of commercial and other advertising as a result.
Opinion
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Brian Carruthers, May 2018
The Ehrenberg Bass Institute stresses the need for the mental and physical availability of brands, but the coming age of marketing to machines will require mental and physical disruption, according to Phil Sutcliffe of Kantar TNS.
News
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22 May 2018
LONDON/ADELAIDE: Brands relying on the quality of their content to get noticed may be neglecting the significant marketing opportunities offered by having a set of distinctive assets, according to Jenni Romaniuk.
Article
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Jenni Romaniuk, Admap, May 2018, pp. 10-12
Outlines each brand asset type and when they should be used to be most effective, as well as explaining how to build a distinctive asset palette.
Opinion
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Malcolm White, March 2018
In the creative communications industry, it feels vital to find exactly the right words but, Malcolm White asks, why not use malapropisms as a resource to define a brand’s essence and values? Close to...
