Brand identity & image

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Havanna Reinvention: How to keep brands relevant in a volatile global context

Research Paper • Alan Aurich, Alejandro Alcedo, Fernando Moiguer, Magdalena Iocco, Lorena Cura, ESOMAR Conference papers, Latin America, 2020

Havanna, a food company, stepped out of its comfort zone to re-think its business model and value proposition while facing new consumer trends and a transformation in the competitive scenario in Argentina.

Why the 22 laws of branding are immutable 22 years on

Opinion • Jack Miles, October 2020

Al and Laura Ries wrote The 22 Immutable Laws of Branding 22 years ago. Immutable – “unchangeable over time” – is a big word to use in a book title. But it’s accurate in this case, even though today’s marketing tactics and tools are unrecognizable compared to 1998 – the

Using neuroscience to assess the effectiveness of packaging redesigns

Article • Aoife McGuinness, WARC Exclusive, October, 2020

The human brain is wired to see structure, logic, and patterns: it helps us make sense of the world.

Mastercard sees benefits from sonic branding

News • 05 October 2020

Mastercard, the payments company, believes that effective sonic branding can help enhance brand attributes such as differentiation, image, identity and emotional connectivity with consumers.

How Mastercard is developing a multi-sensory brand - from sight and sound to taste

Article • Geoffrey Precourt, Event Reports, Association of National Advertisers State of Audio online conference, September 2020

Mastercard, the payments company, is developing a multi-sensory strategy that will help its brand to engage consumers across numerous touchpoints.

What we know about packaging

Article • WARC Best Practice, September 2020

Provides guidance on using packaging to create standout for brands and drive purchase consideration.

Australians back ‘Australian Made’ as support for locally-produced goods rises

News • 06 September 2020

Nine in 10 Australians (89%) believe Australia should be producing more products locally following the COVID-19 pandemic, according to new research from Roy Morgan.

Understanding consumer perceptions of luxury brands

Research Paper • Jenni Romaniuk and Ava Huang, Int. Journal of Market Research, Vol. 62, No. 5, 2020, pp. 546-560

Continuing the stream of luxury brand research that seeks to identify how luxury brands differ from non-luxury brands, we test whether the brand usage and attribute prototypicality influences on consumers' perceptual responses about non-luxury brands extend to luxury brands.

KFC: Join hands with your idol

Case Study • James Ma, Nicholas Short, WARC Prize for Asian Strategy, Entrant, 2020

K-Coffee, part of the KFC group, used customised cups to launch a new product and re-engage with eSports fans during the Covid-19 lockdown in China.

QQ Star: Night at the Museum

Case Study • Nicholas Short, Benjamin Condit, Ariel Ban, Ray Li, WARC Prize for Asian Strategy, Entrant, 2020

Dairy brand Yili created an augmented reality experience through its packaging, supported by social media content and prize draw to drive sales of its QQ Star Milk drink in China.

Global and premium brands see biggest cuts in consumer spending

Data • Rob Clapp, WARC Data Points, August 2020

An overview of changes to consumer spending on local/national/global and budget/mid-range/premium brands during the coronavirus (COVID-19) outbreak.

Resilient brands don’t react to a crisis, they respond to it: A perspective on racism and the call for equality

Article • David Lansanah, WARC Exclusive, August 2020

As individuals across the world reflect on their own beliefs, actions and privilege, brands too are assessing their role in systemic racial inequality and how to move forward.

The sound of simplicity: Why sonic branding is vital for a connected experience

Article • Victoria Kurzweg, WARC Exclusive, July 2020

Details major developments in sonic branding over the last 30 years.

On “purpose”: From embracing a social cause to owning your reason to be

Opinion • Jean-Claude M. Kikongi, July 2020

The real debate around “purpose-driven” marketing isn’t whether it should be or not.

Deep RiverRock: The Recycled Logo

Case Study • SABRE Awards, In2 EMEA, Best in Identity Branding, Gold, 2020

Deep RiverRock, a brand of water, removed its logo from its bottle and replaced it with 100% Recycled Bottle to promote its commitment to sustainability in a bold way in Ireland.

How HSBC balances global and local brand needs

News • 08 July 2020

HSBC, the financial-services provider, has aimed to strike a balance of global consistency and local flexibility in its branding strategy after launching a refreshed positioning two years ago.

How creativity drives advertising effectiveness

Article • Research on WARC, July 2020

The crisis in creative effectiveness has been played out during the first several months of the coronavirus pandemic of 2020.

How HSBC pursued a global rebranding program – and responded to a pandemic

Article • Geoffrey Precourt, Event Reports, Lions Live, June 2020

HSBC, the financial-services provider, undertook a rebranding exercise that aimed to reflect its internal culture of being a diverse, international organization, while remaining locally relevant.

Why storytelling should be the first refuge for Indian brands

News • 05 July 2020

Government slogans such as ‘Make in India’ and ‘Vocal for local’ appeal to patriotic sentiments, but brands ought rather to be focused on telling stories and adding to people’s lives, says an agency figure.

Pepsi: #Summergram

Case Study • WARC Cases, 2019

Carbonated drinks giant Pepsi ran a multichannel campaign to increase sales in the US.

Re-evaluating iconic brand assets in a post-pandemic world

Article • Dr Gemma Calvert, Win Ee Chun and Dr Eamon Fulcher, WARC Exclusive, June 2020

Distinctive brand assets have a powerful role to play in ensuring top-of-mind recall with consumers – but in a world changed by COVID-19, a strategic reassessment of assets is needed.

Puck: Making meal-time fun time

Case Study • Tahaab Rais, Anna Sadykova, WARC Prize for MENA Strategy, Bronze, 2020

Spreadable cheese brand Puck used an edutainment strategy to increase sales in Saudi Arabia and the United Arab Emirates.

‘Vocal for local’ shines a light on laggard Indian brands

Article • Sonal Jhuj, WARC Exclusive, July 2020

DDB Mudra’s Sonal Jhuj takes a deep dive into the barriers Indian brands face in trying to outpace multinational competitors.

The future of Indian brands lies in storytelling not jingoism

Article • Shormistha Mukherjee , WARC Exclusive, July 2020

Flying Cursor Interactive’s Shormistha Mukherjee argues that for Indian consumers look up to Indian brands, the answer doesn't lie in patriotism, but in storytelling.

Black Lives Matter movement forces brands’ marketing review

News • 22 June 2020

Several major brands are undertaking reviews of logos and marketing messages in the light of the now-global Black Lives Matter protests and the broader debate over racial equality.

What we know about brand identity and image

Article • WARC Best Practice, May 2020

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).
The future 100

Article • Research on WARC, January 2020

The reign of Big Tech is coming to an end and as we look at the year ahead, 2020 will see irresponsible companies and figureheads being held accountable for wider social and environmental issues.
The top ten drivers of marketing effectiveness from the Effie Awards – and beyond

Article • Stephen Whiteside, Event Reports, Media, Marketing & Effectiveness event, November 2019

Research covering thousands of entries to the Effie Awards provides invaluable guidance for marketers that are seeking to achieve higher levels of effectiveness.
Cannes Lions 2019: Insights from the Creative Effectiveness winners

Article • WARC Exclusive, July 2019

Highlighting trends among the campaigns entered into the 2019 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, creative approaches and metrics.
Anatomy of effectiveness: A white paper by WARC

Article • WARC Exclusive, June 2019

Summarises current thinking about how to advertise effectively, given the current sense that advertising is not driving the growth it should be.
2018 IPA Effectiveness Awards: Insights from the winning campaigns

Article • WARC Exclusive, January 2019

Reveals the trends and lessons from the 2018 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.