Article
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Marcello Formisano, Koen Pauwels and Lia Zarantonello, International Journal of Market Research, Vol. 62, No. 2, 2020, pp. 127-138
What does it take to grow a brand? How to avoid its decline? Some popular answers to these questions can be found in the research by Byron Sharp and others from the Ehrenberg-Bass (EB) Institute on "how brands grow." In this article, we propose that such an approach, despite its strengths, lends itself to some limitations when taken too literally.
News
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05 March 2020
The behaviour of the consumer in the real world rarely corresponds with marketers’ predictions, thanks in part to the way the human brain filters the huge amount of information thrown at it daily.
Article
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Itiel E. Dror and Nir Wegrzyn, WARC Exclusive, March 2020
An exploration into the role of brand in driving purchase decisions from a cognitive-neuroscience perspective.
Opinion
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Mike May, February 2020
Brands don’t exist in a vacuum: they are judged by the virtues or vices of their industry and the meta-brand surrounding it – Mike May, VP Strategy at the agency Huge, explores the effects of meta-brands and how to escape them.
Article
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Sarah Dear, WARC Exclusive, January 2020
Brands should follow five clear steps to ensure their visual brand identity translates across multiple channels.
Article
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Dominic Twose, WARC Best Practice, January 2020
This article explores the importance of building strong branding into marketing activity and how to develop brand assets.
Article
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WARC Best Practice, January 2020
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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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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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?...
