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.
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.
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.
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.
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.
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 ...
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.
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).
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.