Article
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WARC Best Practice, April 2020
Explores the value of both salience and differentiation, the importance of the latter is often disagreed on by marketers.
Article
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WARC Best Practice, September 2019
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.
News
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18 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.
Article
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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.
Opinion
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Gemma Spence, June 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.
Opinion
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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.
Article
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Stephen Whiteside, WARC COVID-19 Series, 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.
News
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18 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.
Article
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Martin Reeves, WARC Exclusive, May 2020
Business leaders should prepare for a downturn but remind themselves that adversity creates opportunity to gain competitive advantage.
Article
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WARC Exclusive, April 2020
A special report looking at how WARC's global guidelines for marketing effectiveness apply in the MENA region.
Article
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WARC Best Practice, April 2020
A summary of new thinking and best practice on structuring for effectiveness, from the WARC Guide.
Article
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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.
Article
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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.
Opinion
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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.
Article
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Paul Dyson, WARC COVID-19 Series, 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.
Article
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Nicole Greenfield-Smith, WARC Exclusive, April 2020
An overview of the ‘Demand Generation’ study undertaken by Thinkbox, MediaCom, Wavemaker and Gain Theory.
Article
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Brian Carruthers, Event Reports, Thinkbox, March 2020
Over the past ten years, Yorkshire Tea has grown from a regional brand to become the number one tea brand in the UK.
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.
Article
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WARC Evidence, March 2020
Helps marketers justify marketing investment to the c-suite by looking at the types of campaigns that are most profitable, the consequences of cutting budgets and how to command a price premium.
Article
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Geoffrey Precourt, WARC COVID-19 Series, ARF Coronavirus Virtual Town Hall, March 2020
The spread of Coronavirus is placing unique demands on marketers, and will demand a nuanced combination of short-term and long-term thinking.
News
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04 March 2020
Coca-Cola says it plans to boost ad spend and double sales by volume in India over the next five years, even as domestic soft drink brands continue to gain market share.
News
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12 February 2020
Faced with an ageing and shrinking population, Japanese brands are having to look overseas for future growth – a development that will require a shift in the thinking of marketers.
Article
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Anna Hamill, Event Reports, The Future of Brands, February 2020
Brands need to think differently about creating long-term growth, according to Daniel Binns, CEO of Interbrand.
Article
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WARC Best Practice, February 2020
Explains the benefits of targeting and reach and explains key differences, such as how tight targeting can benefit short-term activation campaigns, whilst reach can be favourable for long-term brand-growth strategies.
News
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30 January 2020
In a record quarter for the iPhone maker, its flagship smartphone shone from strong demand, but it was wearables that showed the greatest growth at 37% year over year – consider the AirPod.
