Advertising best practice, evidence and insights

Article • WARC Best Practice, August 2019

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.

What we know about masterbrand strategies

Article • WARC Best Practice, February 2019

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 • 20 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, International 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 • 12 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 • 08 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.

Mastering brand architecture in a hyper-competitive digital era

Article • Kevin Lane Keller, Admap, October 2018

Looks at the hyper-competitive digital environment, which changes the application of the principles of brand architecture in a number of important ways.

Brand architecture: new solutions to old problems

Article • Dr. Erich Joachimsthaler and Agathe Blanchon-Ehrsam, Admap, October 2018

Examines the shift from the hierarchical organisation of a classic brand architecture to a network-type structure built on the foundation of technology, data and analytics.

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.

Brand architecture for the customer-first era

Article • Anna Miley, Admap, October 2018

Explores how organisations can optimise their brand architecture in a way that focuses on putting the customer first.

The evolving approach to brand architecture in Asia

Article • Jay Milliken, Admap, October 2018

Discusses the changing approach to brand architecture from brands in Asia.

Brand architecture in the digital age: Admap summary deck

Article • Admap, October 2018

A summary of new thinking and best practice on brand architecture in the digital age from Admap.

Brand architecture for business growth

Article • David Taylor, Admap, October 2018

Suggests a practical approach to brand architecture, which can be a valuable tool to help grow a brand and business, and has benefits for both the company and consumer.

Parent, master, umbrella? Brand architecture explained

Opinion • Lena Roland, October 2018

The first Admap in its new format, as an online report on WARC, is dedicated to one of the most challenging aspects of marketing management: Brand architecture.

Amazon streamlines ad products under one brand

News • 07 September 2018

SEATTLE: Amazon, the e-commerce giant that is witnessing rapid growth of its ad business, announced this week that it will make it easier for advertisers to navigate its disparate ad products and platforms by bringing them together under one brand.

AT&T benefits from 'elastic' brand

News • 10 January 2018

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 ...

AT&T finds new ways to extend its “elastic” brand

Article • Stephen Whiteside, Event Reports, BrandZ Top 100 Most Valuable US Brands, January 2018

AT&T has successfully extended its brand portfolio beyond telecoms to include a growing range of digital services and media properties.

Marketing is complex, not simple

Article • Giles Lury, Market Leader, Quarter 1, 2018, pp. 32-35

The marketing industry has become unhealthily obsessed with oversimplification, and marketers should not be afraid to challenge this orthodoxy.

Brand models, architecture