Giles Lury, WARC Best Practice, June 2016
This article examines the best practices involved in extending a brand beyond its original product, including understanding the brand, setting new visions, and thinking about delivering competitive product benefit.
TOKYO: Coca-Cola has said it is planning to experiment with the company’s first alcoholic drink, in a move described as “unique” in its history, as Coke seeks to engage with Japan’s growing market for alcopops, ...
LONDON: Tesco, the UK’s largest supermarket group, has been planning to create a new discount grocery chain to rival the two German discounters, Aldi and Lidl, that have taken the UK by storm, a new investigation reveals.
TOKYO: Line Corp, the owner of Japan’s hugely popular Line Messenger, has revealed it has established a financial holdings firm and plans to launch in key Asian markets, amid reports it is seeking to expand into cryptocurrency trading and ...
SINGAPORE: A full-branded Cartoon Network cruise ship is scheduled to set sail in Asian waters later this year after US media giant Turner formed a partnership with Oceanic Group, a cruise management company.
NEW YORK: AT&T, the telecoms and entertainment company, found in research that it has high consideration levels for categories it does not currently trade in, a positive outcome for an “elastic” brand active in a growing number of ...
SAN FRANCISCO: YouTube is reportedly working on plans to launch a new music streaming service as early as March 2018 in what amounts to the third attempt by parent company Alphabet to challenge rivals Apple Music and Spotify.
NEW DELHI: Coca-Cola, the soft drinks giant, is rolling out a new brand at a significantly lower price point as it seeks to wrest share back from small, regional brands and address price rises that have resulted from the implementation of the goods ...
NEW YORK: The Daily Mail, the British tabloid newspaper whose online edition is the largest English language news website in the world, has announced plans to launch a syndicated TV show in the US later this year.
This article examines what marketers can learn from the principles of elasticity that govern much of a brand's potential - a less elastic brand can usually charge greater price premiums, making it a goal for marketers, but elasticity also helps brands drive line extensions.
This article, taken from the Warc Toolkit 2017 report, looks at the growing number of brands that are exploring direct-to-consumer (DTC) opportunities with the help of apps, buy buttons and subscription services.