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Why brands must bridge the honesty gap

Article • Erminia Blackden and Henning Walbaum, WARC Best Practice, September 2021

Brands must be careful not to fall into the ‘honesty gap’ – where there’s a gap between what a company says and what it actually does.

Echosens ‘2.0’: Brand as the platform for innovative B2B change management

Article • Sue Mizera and James Risch, WARC Exclusive, July 2021

This in-depth case study explores the creation of a vision, mission and core values for a pharmaceutical technology company to develop a clear B2B brand strategy that underpinned a new strategic focus for the organisation for the long term.

Unilever’s global framework for post-pandemic marketing

Article • 샘 페나 테일러, Event Reports, Lions Live, June 2021

FMCG giant Unilever articulates an updated perspective on what its marketing ought to achieve in the post-pandemic world, according to a session at Lions Live.

Weetabix finds a braver voice as it launches into the drinks sector

Article • Sean Hargrave, Event Reports, Festival of Marketing Fast Forward, June 2021

While Weetabix has near universal brand awareness in the UK it faces the challenge of being consumed more frequently beyond the breakfast table.

Disrupting the funeral business with Farewill

Article • Brian Carruthers, Event Reports, Advertising Week Europe, May 2021

Farewill, the online will provider, is developing a funerals business built around an understanding of its target market and a product eco-system.

Authenticity: The most important currency in wellness that brands can earn

Article • Linda Fagerlund, WARC Exclusive, Spotlight Australia, April 2021

Carat’s Linda Fagerlund outlines how the stakes are now higher for brands that want to establish a meaningful presence in the wellness space.

Value propositions: USPs, CVPs and EVPs

Article • Nick Liddell, WARC Best Practice, April 2021

Value propositions are statements that capture what makes a product, service, brand, or experience different and desirable in the minds of its intended audience.

Managing mixed brand portfolios in a time of experimentation and flux: a case for the Masterbrand

Article • Remona Duquesne, WARC Exclusive, April 2021

Of all the models available for managing brand portfolios, the Masterbrand approach could be most suitable during times of change – brand growth consultant, Remona Duquesne, explains why.

Volvo’s E.V.A. Initative: Bringing gender equality to automotive safety

Article • Anna Hamill, WARC Exclusive, April 2021

Safety is a bottom-line message for every brand in the automotive category – so how did Volvo rework that message as a key brand differentiator.

How Microsoft’s marketers practiced what they preached during the COVID-19 pandemic

Article • Sam Peña-Taylor, Event Reports, Lions Live, March 2021

This article explores how Microsoft, the tech company, delivered effective marketing as the world underwent a digital transformation during the COVID-19 pandemic.

The brand strategists’ toolkit 15: Brand archetypes

Article • Nick Liddell, WARC Best Practice, March 2021

Brand archetypes are based on Carl Jung’s theory of a “collective unconscious”: everyone has a second psychic system that is identical in every human being.

Strategy Toolkit module 3: Analysing the brand

Article • WARC Strategy Toolkit, March 2021

This module has been assembled with one simple aim: to give the reader a thorough grounding in how to think about brands.

Strategy Toolkit module 1: How marketing works

Article • WARC Strategy Toolkit, March 2021

This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.

Unilever’s Tati Lindenberg: “If it’s not driving action, it’s just wallpaper.”

Opinion • Tati Lindenberg, February 2021

Tati Lindenberg, Vice-President of Marketing for Dirt Is Good (Persil, OMO), Unilever, is chairing the Brand Purpose category in this year’s WARC Awards for Effectiveness . Here, she talks about clear KPIs, Disney’s Christmas film and why brands need to drive action.

How the Capitol riot should alter brand actions in a polarized nation

News • 26 January 2021

US consumers entered the end of 2020 with concerns about the pandemic and the political environment, but, in December, vaccines and new leadership gave a sense of anticipation about 2021.

US citizens voted against disruption – and that has implications for brands

News • 25 January 2021

No matter their political affiliation, US voters voted for the same thing: stability over disruption, whether that was a continuation of the Trump Administration or a return to governing norms.

After the riot: How brands can respond to an ever-changing US political climate

Article • Anita Schillhorn , WARC Exclusive, Spotlight US, January 2021

Going into the fourth quarter of 2020, a McKinney study found that months of quarantine and pandemic news coupled with a contentious political environment had worn down the American psyche; consumers felt restricted, conflicted, and overwhelmed.

Renowned political strategist Mark Penn on why the US is actually moderate

Opinion • Cathy Taylor, January 2021

As part of our Spotlight US series on Marketing in a Polarized Nation, we talked to the person perhaps best positioned to translate the election’s outcome into what it means for brands – Mark Penn – who for decades has been one of the leading political pollsters and strategists. He has worked on campaigns for President Bill Clinton, Senator Hillary Clinton, and UK Prime Minister Tony Blair.

US consumers voted for stability over disruption, and that has implications for brands

Article • J. Walker Smith, WARC Exclusive, Spotlight US, January 2021

Despite polarization, people in the US voted against disruption in the recent presidential election.

Signals 2021

Article • OMD, Research on WARC, January, 2021

An overview of the key consumer signals to help plan for the year ahead, following the unprecedented and transformational events of 2020.

Don't sweat the new normal

News • 23 December 2020

As consumers rewire their habits and lifestyles thanks to COVID-19, marketers should take the opportunity to focus and get the basics right, says Seth Godin.

Marketers need to ignore macro trends and stay focused

Article • Low Lai Chow, Event Reports, DigiCon Omni, October 2020

Seth Godin shares some insights on what marketers need to be prioritising amidst macro-changes.

Turn on, tune in, drop put (then turn on again): BT TV and the power of flexibility

Research Paper • MRS Awards Papers, Winner, MRS Award for Applications of Research, 2020

BT, a multinational telecommunications company, grew its acquisition by 11% and attracted younger consumers by reinvigorating and relaunching its TV proposition in the UK.

Style over substance: How to avoid the biggest brand purpose pitfall in 2021

Article • Jane Asscher, WARC Exclusive, December 2020

Brand purpose has been a hot, and much debated, topic in marketing for several years and the COVID-19 pandemic has forced businesses to properly address their purpose.

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.

Strategy Toolkit module 1: How marketing works

Article • Strategy Toolkit, March 2021

This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.
What we know about brand positioning

Article • WARC Best Practice, December 2020

Provides an overview of the complex topic of brand positioning, a marketing strategy that aims to make a brand occupy a distinct position, relative to competitor brands, in the mind of the consumer.
How to use brand positioning effectively

Article • Laurie Young, WARC Best Practice, February 2017

This Best Practice paper explains how to position a brand, arguing that effective positioning needs to be distinctive, appealing and relevant.
Strategy Toolkit module 3: Analysing the brand

Article • Strategy Toolkit, March 2021

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 premiumisation

Article • WARC Best Practice, December 2020

Looks at the many different ways to execute premiumisation and how offerings need to pay attention to the details of product, packaging and messaging to satisfy premium consumer expectations.
The brand strategists’ toolkit 15: Brand archetypes

Article • Nick Liddell, WARC Best Practice, March 2021

Brand archetypes are based on Carl Jung’s theory of a “collective unconscious”: everyone has a second psychic system that is identical in every human being.