Article
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WARC Best Practice, May 2017
This article explores key insights on brand architecture, or the organisation of a brand portfolio, highlighting methods and techniques to maximise the value of a portfolio while keeping clarity for consumers and employees.
Article
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WARC Best Practice, December 2016
This article explores the current writing and thinking on the subject of masterbrands and the strategies that propel them: a dominant, overarching frame in which various products, services, and brands, operate.
Article
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Nick Liddell, WARC Exclusive, December 2016
This article explores the topic of Masterbrands, a point of reference from which subsidiary brands flow, and a guiding architecture for the outlook of the company.
News
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07 December 2016
MINNEAPOLIS: General Mills, the Minnesota-based food giant, is undergoing a comprehensive restructure that will see the creation of a new global CMO role as well as four worldwide business groups.
Research Paper
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Catherine Moger Rickwood, Caroline Smiley, ESOMAR, Congress, New Orleans, September 2016
This paper explains how the US-based Delta Air Lines introduced Snackables, a new report format, in order to change the perception of research within the organisation and provide increased value, without increased research spend.
Research Paper
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David Feick, Frank Buckler, ESOMAR, Congress, New Orleans, September 2016
This paper describes research conducted by Sonos, the wireless speaker brand, to inform its marketing strategies, communications and media mix through the purchase funnel.
Research Paper
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Abas Mirzaei, David Gray, Chris Baumann and Lester W. Johnson, Journal of Advertising Research, Vol. 56, No. 2, June 2016, pp. 169-182
Can a brand's "health" be associated with a company's advertising-spending patterns? The authors of the current study applied their own definition of a "healthy brand"—a brand that "experiences sustained year-on-year growth in brand sales over the long term" (Mirzaei, Gray, and Baumann, 2015)—to a model that builds on earlier brand-performance and ad-budgeting theories.
Research Paper
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Macarena Estévez and Ana Carreras, ESOMAR, Latin America, April 2016
This paper explains efforts to introduce a brand metric capable of scientific rigor in measurement, with demonstrable relationships to business growth, and capability to be managed.
Article
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Geoffrey Precourt, Event Reports, The Market Research Event, November 2015
This event report describes how Whirlpool Corp., the American manufacturer and marketer of home appliances, struggled with brand alignment at the same time as its washing machine brand – called Whirlpool – suffered from identity confusion.
Article
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Merry Baskin, WARC Best Practice, March 2015
This article analyses what brand models are for, examines different types and provides a checklist of how to use them.
Article
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WARC Strategy Toolkit, Strategy Toolkit
This module has been assembled with one simple aim: to give the reader a thorough grounding in how to think about brands.
Article
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Lois Jacobs and Thomas Ordahl, Admap, October 2014
This article explores the new demands made of brands as markets and disruption happen much quicker, and argues that 'agile brands' are the answer.
Article
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Nick Liddell, WARC Best Practice, October 2012, pp. 42-43
Some brands, such as Apple and L'Oreal, have very successful brand portfolios, while others get it wrong with a brand architecture that is a confusing mess of sub-brands.
Article
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John Crowther, Admap, April 2012, pp. 14-16
Every year around 30,000 new consumer products are launched and, in a typical day, the average person sees 1,009 ads.
Article
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J Walker Smith, WARC Trends, February 2012, pp. 14-15
All brands are local at heart, with the potential to be global. The history of globalisation can give a hint of where brands are headed in a global market where uncertainty has become a key to shaping consumer decision-making.
Article
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Martin Bishop, WPP Atticus Awards, Highly Commended, 2011
This article argues that a solid brand architecture plan can improve the chances of success of mergers and acquisitions (M&A) that involve a range of different brands.
Article
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Robert Passikoff and Amy Shea, Admap, December 2011, pp. 20-21
The ideal brand architecture can be structured by using Leading Indicator Metrics for the brand and its category.
Research Paper
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Simona Sbarbaro, Joeri Van den Bergh, Elias Veris and Tom De Ruyck, ESOMAR, Qualitative, Vienna, November 2011
Generation Y (aged 15-30) is the most marketing savvy generation ever, much larger than the previous generation X, and with an impact on society that will soon surpass that of the extensively documented Babyboomers.
Article
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Alex Do, WPP Atticus Awards, Highly Commended, 2010
With consumers becoming less trusting of corporate businesses, Alex Do from Landor Associates argues that brands need to become more open and adopt an open-source mindset.
Article
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Judy Franks, Admap, December 2010, pp. 26-27
Perpetual marketing must take into account everything from product performance and brand presence to the ongoing management of conversations and brand spread.
Article
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Marianne van Soomeren, Admap, December 2010, pp. 28-29
As brands become media themselves, achieving a balance between them is the key to marketing effectiveness.
Article
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Jeffrey Graham, Admap, December 2010, pp. 30-32
Perpetual marketing requires new performance measures that move on from historic response analytics to include modelling factors that are predictive and will govern the next sale.
Article
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William Charnock with Jonny Longden, Admap, December 2010, pp. 21-23
The era of perpetual marketing requires brands and their agencies to listen, respond and change in real-time.
Article
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Mark Tutssel, Admap, December 2010, pp. 24-25
Technology has accelerated the need for spontaneity in marketing communications and consumers have expectations of ‘live access’ to the brand.
Research Paper
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Baolong Ma, Lin Zhang, Fei Li and Gao Wang, International Journal of Market Research, Vol. 52, No. 4, 2010, pp. 443-458
The purpose of this paper is to offer a better understanding of the effects of product-harm crisis on a brand’s performance and market structure.
