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What we know about brand characters

Article • WARC Best Practice, September 2021

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.

What does Byron Sharp’s research really tell us about differentiation?

Opinion • Rob Meyerson, July 2021

Rob Meyerson was struggling to fully grasp some of the assertions in Byron Sharp's books, so he started digging into the underlying scientific research. Here’s what he learned so far.

What we know about challenger brands

Article • WARC Best Practice, June 2021

Current reading and insights on the topic of challenger thinking and how challenger brands can break through in their category.

The brand strategists’ toolkit #19: Service Blueprints, Customer Journeys and Brand Experience Mapping

Article • Nick Liddell , WARC Best Practice, June 2021

This article looks at service blueprints, customer journeys and brand experience mapping.

Building platform brands

Article • Darren Coleman and Erich Joachimsthaler, WARC Best Practice, June 2021

Research shows that eight of the largest ten companies in the world today have been built on platform-business models.

What we know about brand loyalty

Article • WARC Best Practice, June 2021

This article explores the current reading and thinking on the subject of Brand Loyalty, a topic spanning behaviour and attitude.

Value propositions: USPs, CVPs and EVPs

Article • 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.

The brand strategists’ toolkit #18: The Brand Funnel

Article • Nick Liddell , WARC Best Practice, April, 2021

Looks at the Brand Funnel marketing framework.

B2B or C, the answer should always involve Creative Publicity

Article • Wiemer Snijders, WARC Exclusive, April 2021

Summarises the most fundamental patterns in buying behaviour, and how they also manifest themselves in B2B categories.

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 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.

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.

Do you mean brand, brand, or brand?

Opinion • Paul Bailey, January 2021

“A brand shapes their brand through their brand.”

The brand strategy toolkit: The Five Ws