Rethinking brand for the rise of digital commerce
A white paper on building brands for the post-pandemic era.
The events of 2020 saw marketers cut their brand investment, focusing heavily on “performance” marketing and retail media. As digital commerce intensifies and platforms gain power, what’s the future of creative brand-building?
How can the marketing discipline rethink the way it talks about brand, and reframe it for the world of digital commerce and algorithms?
This white paper brings together new thinking and exclusive insights from industry experts such as James Hurman, the Ehrenberg-Bass Institute, Wavemaker and Karen Nelson-Field, as well as media owners such as Facebook and Google, to equip marketers with the tools to plan effective communication strategies for digital commerce.
Keynote session at Cannes Lions Live 2021
In the white paper
In section one of the white paper, James Hurman argues that we’ve taken the wrong lesson from digital disruptor brands. He lays out an alternative way of thinking about brand and performance that helps bring the two closer together as complementary techniques.
WARC Evidence decks
A series of WARC Evidence decks focusing on rethinking brand for the rise of digital commerce will be released throughout July (for subscribers only).
Does brand matter in digital commerce?
Addresses the importance of brand in digital commerce.
How do you balance brand-building and performance for online sales?
Why marketers need to strike a new balance.
Do you need online ads to drive online sales?
Asks whether the assumption that online sales require online ads needs to be challenged.
Sink or soar? Standing out in the e-commerce world
Authors Jenni Romaniuk and Louise Dunstone
Company The Ehrenberg-Bass Institute for Marketing Science
Bayer’s Patricia Corsi on healthcare marketing: ‘It's so important to focus on simple ideas’
Author Patricia Corsi
Company Bayer Consumer Healthcare
Unilever’s Conny Braams: “Strong brands do well in e-commerce”
Author Conny Braams
GSK’s Tamara Rogers: ‘Experience is everything, irrespective of brand or product’
Author Tamara Rogers
Company GSK Consumer Healthcare
E-commerce and the case for investing in brand building
Author Mudit Jaju
The Hankins Hexagon: A new practical model for the path to purchase
Author James Hankins
Company Vizer Consulting
The Easter Island Effect and brand building in a mobile first economy
Authors Ian Edwards and Harry Davison