Branding & design

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Article • WARC Best Practice, June 2018

Explores how the way brands think about customer experience (CX) is changing as they compete hard for customers’ attention in an omni-channel world with more consumer touchpoints.

How to develop an effective customer experience strategy

Article • John Sills, WARC Best Practice, April 2018

Explores the importance of customer experience in creating long-term sustainable success for organisations and how to systematically deliver an experience that is valuable for the customer and the business.

Delivering effective digital customer experiences

Article • Jamie Brighton, WARC Best Practice, January 2018

Key tips on delivering effective digital customer experiences, an area of increasing importance as customers are putting less emphasis on the products they buy from brands and more on the experience they receive.

How to design a branded customer experience

Article • Stuart Crawford-Browne, WARC Best Practice, July 2016

This article considers best practices for not only providing consumers with products but with experiences that reflect the values, interests, and benefits of the brand in a way that is relevant and engaging.

Functional factors crucial to driving loyalty

News • 21 September 2018

Emotional messaging and reward schemes are all very well, but in the current UK environment, functional factors are what best drive brand loyalty and choice, according to new research, which also notes how Amazon is benefiting from these trends.

Functional factors drive brand loyalty, DMA research shows

Article • Chiara Manco, Event Reports, 2018

The DMA unveiled the findings from the third year of its research on UK consumers’ loyalty to brands.

How to bring experience into automotive advertising

Opinion • Chris Christodoulou, September 2018

Driving success in automotive advertising can be a tough ask. Saddington Baynes’ Chris Christodoulou explores how experience can inform auto advertising.

Foot Locker’s formula for reaching millennials and Gen Z

Article • Stephen Whiteside, Event Reports, CommerceNext, July 2018

Foot Locker, the sneaker and apparel retailer, has developed a three-pronged strategy to engage millennials and members of Gen Z.

Levi's brick-and-mortar retail formula

News • 04 September 2018

NEW YORK: Levi’s, the apparel brand, has developed a brick-and-mortar retail experience that is based on deep consumer insights and reflects the evolving preferences of shoppers.

Amazon's sports bet didn't count on emotion

News • 31 August 2018

LONDON: Amazon, the global retail and now media giant, has suspended the review function of its maiden US Open coverage, after the overwhelming majority of reviews were one-star complaints.

How Airbnb picks its partners as “ultimate influencers”

Article • Reed Karaim, Event Reports, ANA Digital & Social Media Conference, July 2018

Airbnb, the online hospitality service, leverages strategic partnerships to reach new audiences and shift perceptions about its brand.

How to create an effective launch strategy

Article • Anton Jerges, Admap, September 2018, pp. 44-45

To guarantee a successful launch, mapping behaviours and need states against the roles that brands play in consumers’ lives can lead to more effective brand experiences that build affinity with the audience.

Webroomers are a key audience for retailers

News • 23 August 2018

LONDON: Three quarters of UK consumers do research or get inspiration online with more than half of those then opting to head to a store to complete the deal, according to a new study which also notes that the reverse practice of showrooming is ...

Estée Lauder embraces “micro-storytelling” to deepen consumer connections

Article • Stephen Whiteside, Event Reports, CommerceNext, July 2018

Estée Lauder, the beauty company, is using an approach called “micro-storytelling” to engage consumers.

Estée Lauder finds the beauty in voice technology

Article • Stephen Whiteside, Event Reports, CommerceNext, July 2018

Estée Lauder, the beauty company, partnered with Google on a voice-led marketing program for its Advanced Night Repair anti-aging product.

Guinness's destination brewery shows how beer is going experiential

News • 16 August 2018

MARYLAND: Guinness, the Diageo-owned stout brand, has opened a brewery and taproom in Relay Maryland, in order to bring US consumers the Dublin experience, while also extending its events capacity.

RBS is the UK's least popular bank, and must say so

News • 16 August 2018

LONDON: New rules force UK banks to publish their customers’ opinions of their total service offer in a development that shows Royal Bank of Scotland to be the UK’s least popular bank and First Direct the most popular.

Consumer research helps Levi’s do a shoppers’ in-store make-over

Article • Stephen Whiteside, Event Reports, CommerceNext, July 2018

Levi’s, the apparel retailer, is transforming the bricks-and-mortar retail experience to make it more engaging for shoppers.

Data is key for B2B marketers, but APAC lags behind

News • 13 August 2018

SINGAPORE: Using data effectively is crucial to B2B marketing, offering precision targeting, better customer experience and personalisation at scale, according to experts in the area.

Putting scent into stores to engage retail customers

Article • Matthew Carlton, Event Reports, MRS B2B Research Conference, June 2018

Retailers looking to develop their in-store experiences should consider all the senses, not just sound and vision.

When marketing meets medicine: How Teva learned to move beyond the pill

Article • Marylyn Donahue, Event Reports, Knect365’s ePharma Summit, March 2018

Teva Pharmaceuticals was able to look beyond the pill when it acquired Gecko Health Innovations, a company that is innovating in healthcare in various ways.

The humble chatbot has grown up

Article • David Ward, ANA Magazine, August 2018

Brands are realizing that chatbots can be an integral component in the emergence of conversational marketing as they provide 24/7, personalized, one-on-one communication at scale.

Rebecca Minkoff’s one-of-a-kind digital fashion style

Article • Stephen Whiteside, Event Reports, Cannes Lions, June 2018

Rebecca Minkoff, the fashion brand, has successfully leveraged the power of digital media to build its brand.

Cisco taps power of emotional marketing

Article • Stephen Whiteside, Event Reports, Cannes Lions, June 2018

Cisco, the technology enterprise, has found that business-to-business (B2B) marketing has a much stronger emotional component than is often assumed.

How Nickelodeon adds value to its branded properties

Article • Geoffrey Precourt, Event Reports, ANA Brand Activation Conference, April 2018

Nickelodeon, a media enterprise focused on kids, relies on various brand “pillars” in building the strength of its core assets.

What we know about brand identity and image

Article • WARC Best Practice, January 2018

This article explores current thinking and writing on the topic of brand identity and image: the values and purpose a company wishes to portray on the one hand (brand identity) against its actual set of perceptions and opinions that consumers have in mind – what the brand stands for (brand image).
Carat's top 10 trends for 2018

Article • Dan Calladine, WARC Exclusive, January 2018

Ten media and technology trends and their implications for brands, including e-commerce, loyalty, Chinese influence, voice, blockchain and smart cities.
The Future 100: Trends and change to watch in 2018

Article • J. Walter Thompson Intelligence, Research on WARC, December 2017

This annual report by J Walter Thompson Intelligence charts 10 emerging trends across 10 sectors that will shape marketing globally in 2018, spanning culture, tech, travel and more.
Toolkit 2018: How brands can respond to the year's biggest challenges

Article • WARC Trends, December 2017

WARC's Toolkit 2018 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.
How to build a luxury brand

Article • Lyle Maltz, WARC Best Practice, March 2017

This paper explains how luxury brands need to adapt to an evolving market comprising digital opportunities, millennial shoppers, the concept of "affordable" luxury and the need for strong, personalised brand-consumer relationships.
Strategy Toolkit: Analysing the brand

Article • 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.