Brand identity & image

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Houston White: Branding

Case Study • Jay Chiat Awards, Honourable Mention, Product/Service Creation, 2021

Houston White, a Black barber and designer, transformed his company from a barbershop that sells apparel into a brand that fosters cultural exploration through style.

Degree: Degree inclusive

Case Study • Jay Chiat Awards, Silver, Product/Service Creation Strategy, 2021

Degree, a deodorant brand, introduced the world's first inclusive deodorant for people with upper limb disabilities and visual impairment in the US.

The importance of consumer engagement in brand heritage advertising: How feeling close to a brand can increase willingness to pay more

Research Paper • Daniele Scarpi, Journal of Advertising Research, Vol. 61, No. 3, 2021, pp. 334-345

Consumers mentally construe the world around themselves by adopting either low or high construal levels.

Dove: Dove's First Refillable Deodorant

Case Study • Marketing Society, The Marketing Society Awards, Winner, 2021

Dove, a personal care brand, tackled plastic waste in the USA by introducing its first refillable deodorant.

Gen Z twice as likely to buy from a brand with a sonic identity

Data • Rob Clapp, WARC Data Points, September 2021

An overview of the brand assets that make British consumers more likely to purchase from a brand.

NASA: Launch America SpaceX demo-2 & crew-1 campaign

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

In the US, NASA, a government agency, launched a media campaign to create a groundswell of enthusiasm for space exploration through positive media engagements, thus ensuring uninterrupted support of signature NASA programs.

Bud Light: BL6 gaming console

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

Bud Light, a beer brand, launched a campaign in the US to raise purchase intent and brand preference with LDA beer-drinking gamers between the ages of 25-34.

NY Lottery: The New York series state of art

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

During the pandemic, the New York Lottery, a state-operated lottery brand who help fund education, created a limited-edition game called The New York Series, to improve the rapidly declining sales.

Molson Coors: Make it Canadian

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

Molson Coors, a beer brand, launched a campaign in Canada with the goals of bringing collective pride back to the beer loving nation and stealing market share away from Budweiser.

A new framework for adapting effective brand-building strategies for social-first marketing

Article • Gaetano Squillante, WARC Best Practice, September 2021

We Are Social Singapore’s Gaetano Squillante introduces a new framework for building great social campaigns with brand building at their heart.

Building character builds brands

Opinion • Faris Yakob, August 2021

Characters helped brands tell their story rather than sell their product, observes Faris Yakob; though they have fallen out of favour they remain the engines behind some of the most memorable ads people have seen – is it time to reconsider the character?

March for Our Lives: Price on our lives

Case Study • Cannes Creative Lions, Shortlisted, Creative Strategy Lion, 2021

March For Our Lives, the student-led demonstration fighting gun laws in the US, used a price tag to demonstrate how the government values money more than student lives.

Interval House: Freedom Tampons

Case Study • Cannes Creative Lions, Silver, Creative Strategy Lion, 2021

Interval House, a shelter for abused women and children, reached vulnerable women in Canada without their abuser's knowledge by putting key information on tampons.

The Female Company: The Tampon Book - A book against tax discrimination

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2021

The Female Company, an organic period products brand, changed German law through evading higher rates of taxes with tampons by selling them in the form of books.

Ab Inbev/Guarana Antarctica: She Can

Case Study • Cannes Creative Lions, Silver, Creative Strategy Lion, 2021

Guaraná Antarctica, a soft drink brand, sponsored the Brazilian Women's Football Championship and raised money for women's football academies in Brazil.

What does Byron Sharp’s research really tell us about differentiation?

Opinion • Rob Meyerson, July 2021

Rob Meyerson was struggling to fully grasp some of the assertions in Byron Sharp's books, so he started digging into the underlying scientific research. Here’s what he learned so far.

Achieving brand consistency in an omnichannel world

Article • John Clark, WARC Exclusive, July 2021

Brands today must have a digital presence, but one that is seamlessly integrated with digital and human touchpoints.

Sonic strategies in marketing: Are they seeing a resurgence?

Article • Mukta Lad, Event Reports, Marketing Influence 360 Conference, April 2021

Companies such as Mastercard, Petronas and SIA have leveraged music to create a brand identity, demonstrating that sound can sometimes be more important than video for marketers and brands to use in their marketing journey.

3 in 15: Brand-building and the Rise of Digital Commerce

Article • Lena Roland and David Tiltman, WARC Exclusive, July 2021

David Tiltman, VP of content at WARC, and Lena Roland, managing editor of WARC.com, talk us through the recent white paper launched by WARC.

Will Victoria’s Secret fly without its angels?

Opinion • Eva McCloskey, June 2021

Eva McCloskey, from the Academy of Interactive & Visual Arts in New York, discusses the steps being taken by Victoria’s Secret in an effort to make the lingerie brand more inclusive.

Burger King: The Doppelganger

Case Study • Ali Khalil, WARC Prize for MENA Strategy, Gold, 2021

QSR brand Burger King called on a cast of celebrity doppelgangers to launch its repackaged value items and increase sales in Saudi Arabia.

Does brand matter in digital commerce?

Article • WARC Exclusive, July 2021

Part of the WARC series ‘Rethinking brand for the rise of digital commerce’, this report addresses the importance of brand in digital commerce.

Move beyond commoditised Pride to leave real impact

Opinion • Prachi Gupta, June 2021

Issues that brands express concern for only during Pride Month continue to exist beyond those 30 days for the LGBTQ+ community, and The Branding Nook’s Dr Prachi Gupta says new age marketers need to devise innovative ways for genuine outreach to the community.

Cadbury: Heroes

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Silver, 2021

Cadbury, a confectionery company, increased sales of its Heroes chocolate tin by launching with a new brand purpose and limited-edition games tin that encouraged sharing occasions outside of the traditional festive season.

Kit & Kin: Branding

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Silver, 2021

Kit & Kin, an eco-friendly baby care brand, launched its brand in the UK with packaging featuring fun animal visuals to promote its commitment to the environment.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
Rethinking brand for the rise of digital commerce

Article • WARC Exclusive, June 2021

This WARC white paper looks at rethinking how the marketing discipline should approach brand, media and performance marketing – and reframe it for a world of digital commerce.
Insights from the 2020 IPA Effectiveness Awards: Analysis and lessons from the winning work

Article • WARC Exclusive, February 2021

Reveals the trends and lessons from the 2020 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.
What we know about brand identity and image

Article • WARC Best Practice, May 2021

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 WARC Guide to effective packaging

Article • WARC Best Practice, November 2020

A summary of new thinking and best practice on effective packaging, from the WARC Guide.
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.