Article
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WARC Best Practice, September 2021
Explains how Direct-to-Consumer (DTC) brands place customer relationships at the heart of their business strategies and often position themselves as challengers who seek to disrupt their category by providing a unique online offering with high levels of innovation.
Opinion
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WARC, August 2021
Bencross is the home-furnishings disruptor that grew this hitherto undeveloped market in China and Bencross CEO Sheldon Li shares how the brand and the Chinese consumer have evolved since the company was established six years ago.
Opinion
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WARC, August 2021
BuffX founder Kang Le shares how his functional food brand achieved rapid e-commerce success with nutritional gummies that target strong consumer need for good sleep and energy as well as good eye, immunity, digestion and liver health.
Opinion
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WARC, August 2021
NaiTangPai’s Michael Zhang shares how he tapped a niche segment in China’s lingerie business to develop a brand that thrives on customer-centric values.
Article
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Daniele Lazzarotto, WARC Exclusive, Spotlight Brazil, August 2021
This article explains the ramifications of the launch of open banking in Brazil; open banking uses third-party applications to give consumers more access and control over their financial accounts.
Opinion
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WARC, July 2021
Chinese make-up brand Florasis’ co-founder Freeman shares how it rode on the Chinese-ness trend to disrupt the market amid stiff competition and become an internet hit virtually overnight.
Article
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陆凡（Mimi Lu）| 电通中国媒体服务线策略合伙人, WARC Exclusive, Spotlight China, June 2021
China’s DTC or direct-to-consumer brands are shapeless like water, says OMD China’s Mimi Lu, with fluid branding, a fluid omnichannel and fluid segmentation based on small data.
Article
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Josie Tutty, WARC Exclusive, July 2021
Challenger brands are not necessarily small or niche but can be any brand that is ready to disrupt by bringing something new to a category.
Opinion
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Jenny Chan 陈詠欣, June 2021
Yet another millennial-targeting, direct-to-consumer disrupter wannabe with cult-like followings…? Don’t brush them off. Legacy companies are taking notes as DTC brands seem to be outsmarting, outpacing, and outmaneuvering them. Jenny Chan, WARC’s China Editor, ruminates about their moves in this Spotlight series.
Article
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WARC Exclusive, Spotlight China, June 2021
Analyses data from ongoing surveys of Chinese consumers, provided by GlobalWebIndex.
Opinion
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WARC, June 2021
Coming from an investment background, Uki Zhang, Genki Forest’s partner and head of functional brands and products, is now selling sparkling water and tea, as well as building a new energy drink sub-brand – she shares the disruptor brand’s plans to go global.
Article
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WARC Best Practice, June 2021
Current reading and insights on the topic of challenger thinking and how challenger brands can break through in their category.
Article
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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.
Article
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John Singer, WARC Exclusive, Spotlight US, May 2021
Examines the current US healthcare system through the lens not of “cost” or “price,” but the “production of health” as the organizing idea.
Article
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Stephen Whiteside, Event Reports, SXSW, March 2021
Virgin Hyperloop, a vacuum tube train system that can reach speeds of 1,000 kilometers (or 621 miles) per hour, is aiming to build a customer experience to meet the needs of travelers in 2030.
News
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02 February 2021
In the Australian banking industry, digital transformation has been effectively ‘templatised’, leading to undifferentiated experiences – investment in digital creativity is necessary to create long-term stakeholder value, says Mindshare Australia’s T
Article
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Tanvi Singh , WARC Exclusive, Spotlight Australia, January 2021
Mindshare’s Tanvi Singh outlines lessons that financial services brands can take away from the dynamic segment of fintech brands.
News
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08 January 2021
Uber Connect, an on-demand package delivery service, went from idea to launch in a matter of weeks as the brand responded decisively to the signals it saw in the market.
Article
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Sam Peña-Taylor, Event Reports, Festival of Marketing, October 2020
Global mobility company Uber is the enfant terrible of transport, known for a killer product and ruthless agility – the lessons it provides now as a large company are invaluable.
Article
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WARC Best Practice, December 2020
Summarises the insights from a series of key papers addressing category disruption, which occurs when a disruptive innovation creates a new market and value network within a category, displacing market leaders (such as Uber in the taxi market and Airbnb in the accommodation industry).
Research Paper
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Rocío Arteaga-Sánchez, Maria Belda-Ruiz, Alejandro Ros-Galvez, and Alfonso Rosa-Garcia, Int. Journal of Market Research, Vol. 62, No. 6, 2020, pp. 725-742
The sharing economy is revolutionizing the way consumers use goods and services. The aim of this study is to understand consumer motivations to be satisfied and to continue using ridesharing services.
Opinion
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Jopet Concio, November 2020
The hospitality industry is down but not out and Discovery Hospitality’s Jopet Concio outlines ways the sector could possibly reinvent itself and find new roles to play in the lives of Filipinos.
News
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13 October 2020
With the launch of Amazon’s Halo, a health-focussed wearable, the first-party-data-fuelled company is setting up to disrupt healthcare – but the early steps it is taking with its new product reveal key lessons about the company.
News
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07 October 2020
The coronavirus pandemic has not only accelerated a shift to contactless payment methods around the world, it has also made the offer of so-called neo-banks look increasingly attractive.
Opinion
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Anna Hamill, September 2020
Les Mills International, the global fitness brand with iconic classes including BODYPUMP and BODYCOMBAT, is embracing the new at-home economy. Les Mills’ Chief Marketing Officer, Anna Henwood, speaks to WARC’s Anna Hamill as part of WARC Marketer's Toolkit 2021 about the future of fitness, building a test-and-learn culture and scaling up direct-to-consumer offerings during COVID-19.
