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APAC marketers shift priorities to lead growth and improve ROI

News • 19 October 2020

Marketing has a major role to play in driving growth for their business and marketers are adjusting their priorities, according to a new report from Salesforce Datorama.

China’s top 100 brands are valued at almost $1 trillion

News • 15 October 2020

China’s top 100 brands gained 12% in value in 2020, increasing their worth by $106.

Byron Sharp on the legacy of How Brands Grow – and why he disagrees with Les Binet

Opinion • David Tiltman, September 2020

Nearly a decade ago, in a conference ballroom in Beijing, I first heard Professor Byron Sharp present the thinking from his breakthrough book, How Brands Grow.

What we know about the theories of brand growth

Article • WARC Best Practice, September 2020

This article outlines various theories of brand growth, including the currently popular theory developed by the late Professor Andrew Ehrenberg; his and other theories are presented.

Is your growth suffering from consumption amnesia?

Opinion • Benoit Wiesser, September 2020

What if your customers simply forgot they were previously loyal to your brand? What if they stopped purchasing your entire category? What if they had done so already? And what if, this was the competitive opportunity of a generation?

Maximising your digital availability to grow your brand online

Article • Gemma Spence, WARC Webinars, September 2020

Explores how brands can grow online in the competitive e-commerce landscape.

Winning through brand-driven growth

Article • Darren Coleman, WARC Best Practice, August 2020

This article explains the important role brand plays in driving growth.

‘How brands grow’ in the e-commerce era

Opinion • Gemma Spence, August 2020

In today’s current climate, there’s no denying that e-commerce is big business. Online retail is exploding in penetration and basket size as shoppers are choosing or forced to be isolated.

General rules on how to balance long-term brand building vs short-term activation

Article • Paul Dyson, WARC Exclusive, April 2020

Brand building takes time – two to five years – and might initially be less profitable than an activation only strategy so it is important to be able to forecast over at least a 5-year period to reassure the marketing team the strategy is correct.

A matter of principle: Reassessing your strategy in today’s environment

Article • WARC Exclusive, July 2020

VAB report that reassesses ten principles from November 2019 about driving business and brand growth, looking through the lens of COVID-19, racial unrest and economic uncertainty.

Crashing out of the Goldilocks zone

Opinion • Ajinkya Pawar, July 2020

Wunderman Thompson India’s Ajinkya Pawar writes about the advertising industry’s growing fragility, as agencies have failed to keep up with the new dimensions through which people now encounter brands.

Generating brand growth beyond crisis for a brighter future

Article • Katie Anderson & Casie Cook, WARC Exclusive, July 2020

Considers a model for brand growth that elevates Purpose, Innovation and Experience as the three key pillars of brand value beyond communications.

Why subcategories are the only way to grow

News • 17 June 2020

Airbnb, Chobani, Dollar Shave Club, Tesla … all are successful start-ups that have disrupted existing markets by creating – and owning – new subcategories; it’s the only way to grow says David Aaker.

Finding “must haves” that define game-changing subcategories

Article • David Aaker, WARC Exclusive, June 2020

Details concepts from Owning Game-Changing Subcategories: Uncommon Growth in the Digital Age (Morgan James Publishing, 2020) by the brand strategist and author David Aaker.

Fit for growth beyond COVID: Is your brand ready for zero-based re-habiting?

Article • Benoit Wiesser, WARC Trends, June 2020

The spell of consumption amnesia brought about by extensive COVID-19 lockdowns means we may be facing a similar approach to rebuilding brand growth from the bottom-up.

Expedia Group adapts marketing to drive portfolio growth

News • 31 May 2020

Expedia Group, the online travel firm that owns brands like Travelocity and Hotels.

Expedia Group plans complete marketing “reset” for the recovery

Article • Stephen Whiteside, WARC Exclusive, May 2020

Expedia Group, the owner of various online travel platforms, is using the disruption of the COVID-19 pandemic to transform its marketing operations.

WARC from Home: Penetration vs loyalty - what’s the best way for a brand to grow?

Opinion • WARC from Home, May 2020

WARC from Home is a series to help subscribers brush up on the essentials of marketing during the COVID-19 lockdown. Find all WARC from Home content here .

Finding opportunity in a downturn

News • 17 May 2020

While business leaders have to prepare for a downturn, they should also remember that adversity creates opportunity to gain competitive advantage, says Martin Reeves in The WARC Guide.

Opportunity in adversity: Four moves for long-term growth

Article • Martin Reeves, WARC Exclusive, May 2020

Business leaders should prepare for a downturn but remind themselves that adversity creates opportunity to gain competitive advantage.

MENA’s anatomy of effectiveness: Regional perspectives on key industry thinking

Article • WARC Exclusive, April 2020

A special report looking at how WARC's global guidelines for marketing effectiveness apply in the MENA region.

Using data and analytics to maximise effectiveness

Article • Christian Polman, WARC Exclusive, April 2020

Strategic structuring of data and analytics capabilities can help marketers break silos, test and learn, manage promotions and gain C-suite credibility.

Why the CMO’s future role is ‘growth partner’, not marketer

Opinion • Nick Primola, April 2020

As part of the WARC Guide to structuring for effectiveness, Nick Primola looks at how today’s CMO is helping the entire company reach full growth potential by delivering exceptional brand value at every opportunity.

The new playbook for effective brand experience

Article • Nikki Mendonça, WARC Exclusive, April 2020

For brands looking to drive increased effectiveness of their marketing activities, it’s vital to understand the new rules of brand experience.

The WARC Guide to Structuring for effectiveness

Article • WARC Best Practice, April 2020

A summary of new thinking and best practice on structuring for effectiveness, from the WARC Guide.

The WARC Guide to e-commerce and the future of effectiveness

Article • WARC Best Practice, August 2020

A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.
The Future of Strategy 2020

Article • WARC Exclusive, July 2020

Analysing the results of a global WARC survey of senior strategists, the Future of Strategy report provides both quantitative and qualitative data with a focus on the disruption of COVID-19.
The WARC Guide to Marketing in the COVID-19 recession

Article • WARC Best Practice, May 2020

A summary of new thinking and best practice on Marketing in the COVID-19 recession, from the WARC Guide.
Learn from the best: Lessons from the world's most awarded brands

Article • WARC Exclusive, April 2020

Provides lessons learned by the best-performing brands in the WARC Rankings 2020 and the strategies they used to achieve success in 2019 awards shows.
Marketer's Toolkit 2020

Article • WARC Trends, November 2019

WARC's Marketer’s Toolkit 2020 adopts the STEIP methodology to cover five drivers of change that will affect marketers next year, built from an annual survey, 10 CMO interviews and WARC analysis.
Strategy Toolkit: How marketing works

Article • Strategy Toolkit, Strategy Toolkit

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.