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.
Article
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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
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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, Event Reports, 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.
News
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29 January 2020
The US publishing group Vox Media is attempting to double its revenues from podcasts this year, indicating how the digital audio format is more than just the latest ‘pivot to video’.
News
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16 January 2020
A slowing Indian economy, along with rising inflation and unemployment, suggest that the year ahead will be hard for marketers, but rather than resorting to promotions and discounts, Bajaj Auto is investing in brand building for the long term.
Article
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Biprorshee Das, WARC Exclusive, January 2020
Marketers in India are under more pressure to make a difference in achieving business objectives – cohesive strategy takes precedence over short-term tactics.
Article
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Shann Biglione, Admap, January 2020
As the industry becomes increasingly commoditized, healthcare brands need to return to a blend of short-term and long-term marketing and this article details how brands can strike that balance.
News
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03 January 2020
Brand size and creativity are the two most important contributors to marketing effectiveness, according to analysis that included thousands of entries to the Effie Awards among its data sources.
Article
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Imaad Ahmed, WARC Webinars, December 2019
Imaad Ahmed, head of planning and field marketing at WARC, looks at how marketers can measure marketing impact across multiple channels.
Article
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David Tiltman, WARC Webinars, November 2019
David Tiltman, VP of content at WARC, looks at what senior marketers are most excited about and worried by in the year ahead.
Article
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Brian Carruthers and Aron Hayes-Davidson, Event Reports, IPA EffWeek, October 2019
Looks at research from Les Binet and Peter Field into how marketing effectiveness works in B2B.
Opinion
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Anna Hamill, November 2019
This interview is part of the Marketer’s Toolkit 2020. Download the summary report here .
Article
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Jo Bowman, WARC Exclusive, November 2019
Professors Jenni Romaniuk and John Dawes of the Ehrenberg-Bass Institute answer questions about the Laws of Growth and how to use them.
Opinion
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Ervin Ha, November 2019
Pepsi is quitting the Indonesian market; YouGov's Ervin Ha looks at the reasons behind this decision and what can other soft drinks brands can learn.
News
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05 November 2019
Food giant Kraft Heinz discussed in its latest quarterly results call why its innovation and sales activations led to the brand’s woes and why it’s now re-focusing on building brands and growing from the core: key lessons in sound marketing theory.
Article
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Sam Peña-Taylor, WARC Exclusive, November 2019
Discusses results from DVJ Insights' growth study exploring why winners grow more than the average and why losers grow less.
Article
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Florian Gramshammer, Admap, November 2019
Looks at how brand partnerships deliver revenue growth.
Article
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Admap, November 2019
A summary of new thinking and best practice on partnering for growth from Admap.
