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The brand strategy Toolkit: The two-by-two matrix

Article • Nick Liddell , WARC Exclusive, December 2020

One of the most beloved and often-used tools at a brand strategist’s disposal, the two-by-two matrix was initially developed by the pioneers of game theory as a way of presenting strategic alternatives.

The brand strategy toolkit: The Five Ws

Article • Nick Liddell , WARC Exclusive, December 2020

Collectively, the Five Ws represent five of the most critical questions to answer if you want to create a brand strategy.

The brand strategy toolkit: Branded House and House of Brands

Article • Nick Liddell, WARC Exclusive, December 2020

The Brand Relationship Spectrum was introduced to the world by David Aaker and Erich Joachimsthaler in 2000 to help brand architecture strategists employ insight and subtlety to subbrands, endorsed brands and their alternatives.

What we know about brand architecture

Article • WARC Best Practice, August 2020

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.

How Coca-Cola is picking winners and killing off "zombie" brands in its portfolio

Article • Stephen Whiteside, WARC Exclusive, July 2020

Coca-Cola, the beverage manufacturer, is streamlining its brand portfolio to focus on strategic priorities and the assets with greatest potential.

The five biggest takeaways from Lions Live

Opinion • Stephen Whiteside, June 2020

Following a week of livestreamed talks from Lions Live, a digital-content platform run by Cannes Lions, Stephen Whiteside, WARC’s Reports Editor, looks at the biggest takeaways from five days of inspiring thought leadership.

How GSK is managing its brand portfolio during COVID-19

News • 28 June 2020

GlaxoSmithKline (GSK), the healthcare company, has categorised its brand portfolio into four groups as part of its strategy to provide the best support to consumers during the COVID-19 pandemic.

Why subcategories are the only way to grow

News • 17 June 2020

Airbnb, Chobani, Dollar Shave Club, Tesla … all are successful start-ups that have disrupted existing markets by creating – and owning – new subcategories; it’s the only way to grow says David Aaker.

Finding “must haves” that define game-changing subcategories

Article • David Aaker, WARC Exclusive, June 2020

Details concepts from Owning Game-Changing Subcategories: Uncommon Growth in the Digital Age (Morgan James Publishing, 2020) by the brand strategist and author David Aaker.

WARC Talks 360: Surviving and thriving in the recession and beyond

Article • Remona Duquesne and Joe Pullos, WARC Webinars, May 2020

Remona Duquesne and Joe Pullos share the tools, frameworks and learnings to give you the confidence to not only survive but thrive in the current recession.

Forum: A broader view on brands’ growth and decline

Research Paper • Marcello Formisano, Koen Pauwels and Lia Zarantonello, Int. 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.

Deloitte India expands media audit offering with Spatial Access

News • 11 February 2020

Deloitte India is in advanced talks to acquire media audit firm Spatial Access, according to media reports.

What we know about masterbrand strategies

Article • WARC Best Practice, February 2020

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.

Carat's ten trends for 2020: The year of all-conquering ecosystems

Article • Dan Calladine, WARC Exclusive, January 2020

Ten consumer, media and technology trends – and their implications for brands – for 2020, the year in which the marketplace is set to converge around the global tech-giant ecosystems.

Understanding the sharing economy 2.0

Article • Sam Peña-Taylor, Event Reports, Festival of Marketing, October 2019

The sharing economy is in transition away from the sale of access to resources and toward services that can give users access to a community.

Honest Tea builds a masterbrand that extends across categories

Article • Stephen Whiteside, Event Reports, Owning Your Narrative: The Future of Media, June 2019

Honest Tea, the beverage manufacturer, is seeking to build its masterbrand as it extends into new categories and targets different consumer groups.

Why the future belongs to the ecosystem brand

News • 19 August 2019

Given the plethora of choice now available to consumers, the winning formula for brands is now less about what they offer, and more about the customer centricity and market responsiveness surrounding that core offering, two experts advise.

From Lego to Apple: The new era of brand building is ecosystem-driven growth

Article • Victoria Sakal and Dr. Emmanuel Probst, WARC Best Practice, August 2019

Looks at how ecosystem brands serve as one-stop-shops for multi-faceted consumer needs and provides success stories from Lego, Apple and more.

Trust and staying local forged India’s Amul, the original disruptor brand

Article • Anil Thakraney, Event Reports, Zee MELT, May 2019

Amul credits its humble beginnings as a cooperative body and focus on both the consumer and producer for its enduring success as India’s leading diary brand.

How FMCG marketers can make smarter media investments in Asia

Article • Amit Chaubey, Sachin Sharma and Dhruv Chadha, WARC Exclusive, May 2019

FMCG marketers in APAC can use marketing science to extract more efficient investments in digital media, especially when resources are constrained.

A consumer-based brand performance model for assessing brand success

Research Paper • Sebastian Molinillo, Yuksel Ekinci, and Arnold Japutra, Int. Journal of Market Research, Vol. 61, No. 1, 2019, pp. 93-110

The aim of this study is to introduce a Consumer-Based Brand Performance Model (CBBPM) to measure brand success.

Bringing back the Captain: how Birds Eye refreshed its brand with an old asset

Article • Emily Barley, Event Reports, Festival of Marketing, October 2018

Following changes of ownership and positioning, frozen food brand Birds Eye had seen its sales across drop alarmingly; it needed to do something radically different.

Asia's new thinking about brand architecture

News • 11 October 2018

Asian companies are moving away from a fixed approach to brand architecture, whether that’s the “branded house” or the “house of brands”, in favour of a hybridisation strategy, according to an industry figure.

Three steps to the best brand architecture strategy

News • 07 October 2018

Brand architecture needs to be rooted in consumer behaviour but is too often constructed around internal organizational constraints and objectives, according to Professor Kevin Lane Keller.

How to expand your brand architecture: strategies for successful brand launches

Article • Jenni Romaniuk, Admap, October 2018

Discusses the factors to consider when creating the identity of a new brand launch.

Carat's ten trends for 2020: The year of all-conquering ecosystems

Article • Dan Calladine, WARC Exclusive, January 2020

Ten consumer, media and technology trends – and their implications for brands – for 2020, the year in which the marketplace is set to converge around the global tech-giant ecosystems.
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.
What we know about masterbrand strategies

Article • WARC Best Practice, February 2020

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.
What we know about brand architecture

Article • WARC Best Practice, August 2020

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.
Eight recession-proofing tips to survive and thrive in a COVID-19-induced downturn and beyond

Article • Remona Duquesne, WARC Best Practice, April 2020

Eight actions marketers can take to protect their brands during the current recession.
From Lego to Apple: The new era of brand building is ecosystem-driven growth

Article • Victoria Sakal and Dr. Emmanuel Probst, WARC Best Practice, August 2019

Looks at how ecosystem brands serve as one-stop-shops for multi-faceted consumer needs and provides success stories from Lego, Apple and more.