Article
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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.
Article
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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.
Opinion
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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.
News
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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.
News
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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.
Opinion
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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.
Article
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J. Walker Smith, WARC Exclusive, Spotlight US, January 2021
Despite polarization, people in the US voted against disruption in the recent presidential election.
Article
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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.
Article
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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.
News
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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.
Article
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Low Lai Chow, Event Reports, DigiCon Omni, October 2020
Seth Godin shares some insights on what marketers need to be prioritising amidst macro-changes.
Article
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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.
Research Paper
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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.
Article
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Nick Liddell , WARC Exclusive, December 2020
The Jobs To Be Done theory was developed by Clayton Christensen, Taddy Hall, Karen Dillon and David S.
Article
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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.
Article
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Nick Liddell , WARC Exclusive, December 2020
For many marketers, the go-to framework for motivation was put forward by Abraham Maslow in his 1943 paper ‘A Theory of Human Motivation’ and is most commonly known as Maslow’s Hierarchy of Needs.
Article
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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.
Article
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Nick Liddell , WARC Exclusive, December 2020
Sixty-three of the companies in the FTSE100 include at least one of the following in their list of corporate values: integrity, respect, customer-centricity, innovation and excellence.
Article
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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.
Article
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Nick Liddell, WARC Exclusive, December 2020
Simon Sinek is an influential brand thinker, who is most famous for his 2009 book, ‘Start with WHY’.
Article
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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.
Article
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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.
News
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11 November 2020
How marketers build a brand will determine how it performs in bad times as well as good – and right now brands need to be able to thrive on change and to embrace volatility, according to two senior planners Writing for WARC, Oliver Feldwick and Alex
Article
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Oliver Feldwick and Alex Dobson, WARC Exclusive, November 2020
In a world of uncertainty and precariousness it’s getting harder to operate.
News
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19 October 2020
For the German automaker, a shift to electric vehicles has meant a fundamental adaptation, not only of manufacturing but also of communications.
