Article
•
WARC Best Practice, April 2019
Explores the value of both salience and differentiation, the importance of the latter is often disagreed on by marketers.
Article
•
WARC Best Practice, December 2018
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.
Article
•
Gabey Goh, Event Reports, Advertising Week APAC, July 2019
Media planners can draw on increasingly powerful effectiveness data, but run the risk of delivering homogenised campaigns if they do not seek out new forms of insight and growth.
Article
•
Geoffrey Precourt, Event Reports, ANA Brand Activation Conference, May 2019
Avocados From Mexico, the avocado brand, has targeted existing category buyers as a primary means for driving growth.
Research Paper
•
Bill Harvey and Gaurav Shirole, ARF Experiential Learning, AUDIENCExSCIENCE, April 2019
Details research that used system called DriverTags to discern which of 265 psychological motivators are found in a specific ad, used as a basis for resonance scoring.
News
•
01 August 2019
The mainstream beer market may be facing difficulties in its traditional markets but some pockets are doing well, with no-alcohol beer the latest niche to show strong growth, as indicated in Heineken’s latest results.
News
•
01 August 2019
FMCG giant Procter & Gamble is showing signs that its strategy aimed at recovering growth is working, as the company was able to see continuing volume growth despite price rises.
Article
•
Gabey Goh, Event Reports, Advertising Week APAC, July 2019
Insurance Australia Group (IAG), the insurance provider, will conduct a geographically targeted two-year test in a bid to discover the impact of taking a sole focus on building its brand.
News
•
18 July 2019
Future Consumer, the FMCG division of India’s Future Group, is aiming to have five Rs 1,000 crore food brands in its portfolio within five years, echoing the “power brands” approach previously taken by the likes of global giants ...
Article
•
Research on WARC, July 2019
Looks at the challenge of sustainable growth, finding that fewer than 6% of global brands grow market share over the first year.
Article
•
David Tiltman, WARC Webinars, July 2019
David Tiltman, VP of content at WARC, takes viewers through WARC's white paper 'Anatomy of Effectiveness', and the five key priorities for brand marketers and advertising agencies seeking to achieve greater impact.
News
•
11 July 2019
Disruption followed by stratospheric growth rates have long been the start-up ideal, but a new study explores the foundational elements of sustainable growth that apply both to early-stage firms and established brands.
News
•
08 July 2019
Done well, a core range extension can be an effective way to deliver growth on two fronts – by driving both penetration and premiumisation, according to an expert in brand growth.
Opinion
•
Lena Roland, July 2019
This month’s Admap looks at how brands can grow via premiumisation . Having a premium offer within the portfolio is an important way for brands to drive sales growth and to engage with a wider range of consumers.
Article
•
Admap, July 2019
A summary of new thinking and best practice on premiumisation from Admap.
Article
•
John Dawes, Magda Nenycz-Thiel, Charles Graham and Bruce McColl, Admap, July 2019
Explores the myths of premiumisation, adding evidence to the topic by identifying the appropriate growth strategy, as well as how to manage pricing and price promotions for the premium offer.
Article
•
David Taylor, Admap, July 2019
Looks at driving premiumisation by smartly and strategically extending your core range.
Article
•
Jo Bowman, Event Reports, Cannes Lions, June 2019
Research from the Financial Times shows that while business leaders understand the value of brands in delivering long-term returns, they are failing to make the necessary brand-building investment.
Article
•
WARC Exclusive, WARC at Cannes Lions 2019
In a talk held by WARC at Cannes Lions 2019, CMOs from Heineken, McDonalds and Coca-Cola demonstrate how creativity has driven market share, elevated share price and accelerated business growth.
Article
•
WARC Exclusive, June 2019
Summarises current thinking about how to advertise effectively, given the current sense that advertising is not driving the growth it should be.
Article
•
Geoffrey Precourt, Event Reports, MMA Impact: Build the future, March 2019
Research funded by the Mobile Marketing Association (MMA) offers an invaluable insight into the data-driven marketing organization of the future.
Article
•
Stephen Whiteside, Event Reports, Breaking Brand, May 2019
System1, the research firm, assessed thousands of television ads in order to determine their potential to drive long-term growth for brands.
News
•
15 May 2019
Creative messages still typically require “budget, exposure, and the scale” to make the desired impact among consumers, as true viral successes remain extremely unusual.
Article
•
Geoffrey Precourt, Event Reports, ANA Brand Masters, February 2019
Pedigree, the dog food brand owned by Mars, has become a creative powerhouse through a nuanced, deliberate approach to engaging consumers.
Article
•
WARC Evidence, May 2019
Addresses whether brand loyalty matters, how to best measure it and if the rules of brand loyalty are changing.
