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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.

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.

What’s working in FMCG

Article • WARC Category Intelligence, June 2021

Global strategies, campaign updates and trends in the FMCG category.

Mid-priced products achieve best Amazon advertising ROI

Data • Rob Clapp, WARC Data Points, June 2021

An overview of Amazon advertising spend and return on investment by product price.

What we know about private label brands

Article • WARC Best Practice, May 2021

This article explores the impact of the rise of private label brands on retailers and traditional consumer goods' manufacturers.

2030 B2B trends: Contrarian ideas for the next decade

Article • Research on WARC, April 2021

Looks at the key trends that will shape the future of B2B marketing and decision making over the next decade.

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, Digital First, April 2021

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

A behavioural science toolkit to aid price and value optimisation

Article • Crawford Hollingworth, WARC Webinars, February 2021

Crawford Hollingworth, Founder of The Behavioural Architects identifies the key Behavioural Science concepts that have been used to optimise price and value, using both scientific evidence and real-world examples to bring alive understanding and implementation.

Managing consumer demand in a recession – and the need for value

Article • Andrew Mitchell, WARC Exclusive, February 2021

Evaluates lessons from the last recession, looks at re-emerging patterns and highlights what’s unique about this COVID recession and the implications and actions for CPG retailers and manufacturers.

In cash-strapped times brands should build value, not discount prices

Article • Nigel Hollis, WARC Exclusive, February 2021

The COVID pandemic and recession have caused huge changes in consumer behavior around the world.

Behavioural science toolkit to aid pricing and value communication

Article • Crawford Hollingworth, Leoné Mescal and Liz Barker, The Behavioural Architects, February 2021

Looks at how to leverage behavioural science in communicating price and help signal or optimise value.

The worst of times, the best of times

Article • EACA/Effie Awards Europe, Research on WARC, January, 2021

The effect of the COVID-19 pandemic on people, brands and business could be seismic and long-lasting; some outcomes will certainly be category-specific, but they will also depend on how individual brands respond.

SCMP’s 10-question checklist to starting an e-subscription service

Article • Low Lai Chow, Event Reports, Digital Media Asia conference, October 2020

SCMP outlines the key questions publishers need to ask themselves before jumping into a subscription-based business model.

BT: Democratising pricing insight

Research Paper • MRS Awards Papers, Winner, MRS Award for Insight Management, 2020

BT, a telecommunications brand, partnered with DecTech to create a single point of view on pricing, thereby democratising pricing insights across every level of the organisation.

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.

Integrated pricing strategy: Holistic leveraging of pricing to drive short and long-term competitive advantage

Research Paper • Arvind Sainath, ESOMAR Conference papers, APAC, 2020

Diageo, a beverage company, developed an integrated brand pricing framework in India to improve profitability.

McDonald’s plans huge expansion of McCafé chain in China

News • 20 November 2020

Eleven years after opening its first McCafé in China, fast food chain McDonald’s plans to expand its estate of in-store cafés to 4,000 outlets on the Chinese mainland by the end of 2023.

How brands can assess sponsorship pricing

News • 22 October 2020

Marketers considering a sponsorship deal need to assess a wide range of factors, including their own brand’s equity and the amount of competing clutter, to help determine the right price, an article in the Journal of Advertising Research (JAR) has su

Car brands use subscription model to reach younger drivers

News • 22 October 2020

These are tough times for vehicle manufacturers in the UK as they grapple with the impact of COVID-19, continued uncertainty about future trade relations with Europe, as well as a growing problem of an ageing demographic for new car sales.

How ads and pricing shape results for DTC pharma brands

News • 24 September 2020

Advertising is particularly effective in pharma categories where pricing is shaped by a “leader” and a “follower” brand dynamic, according to a study in the Journal of Advertising Research (JAR).

What KPIs should you choose?

News • 21 September 2020

The right key performance indicators (KPIs) can give an early warning on performance and can help cut through the complex world of marketing, say Paul Dyson and Katherine Munford.

Top five business metrics to track the strength of your brand

Article • Paul Dyson and Katherine Munford, WARC Exclusive, September 2020

This article outlines five business metrics that provide a good all-round view of brand health and the predictability of which has been proven against historical data.

Four food-shopper mindsets that should shape brand planning in 2021

Article • Callum Saunders, WARC Exclusive, September 2020

Grocery shopping mindsets are changing as a result of the pandemic and it will be vital for brands to embrace new behaviours to capitalise on throughout 2021.

The relationship between competitive pricing and direct-to-consumer advertising: How to manage DTC advertising of Rx drugs in an integrated marketing mix strategy

Research Paper • Abhik Roy and Mary E. Schramm, Journal of Advertising Research, Vol. 60, No. 3, 2020, pp. 305-323

The oligopolistic nature of the U.S. pharmaceutical industry presents its members with a unique opportunity to leverage the interaction between competitive pricing strategy and promotion strategy.

‘Purchase with purpose’: What purpose means for grocery brands in the age of COVID-19

Article • Callum Saunders, WARC Exclusive, September 2020

As grocery brands battle for market share, a focus on brand purpose through connecting with local communities and supporting the less privileged will drive brand trust.

The WARC Guide to Marketing in the COVID-19 recession

Article • WARC Best Practice, May 2020

A summary of new thinking and best practice on Marketing in the COVID-19 recession, from the WARC Guide.
The WARC Guide to e-commerce and the future of effectiveness

Article • WARC Best Practice, August 2020

A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.
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.
Top five business metrics to track the strength of your brand

Article • Paul Dyson and Katherine Munford, WARC Exclusive, September 2020

This article outlines five business metrics that provide a good all-round view of brand health and the predictability of which has been proven against historical data.
What we know about pricing strategies

Article • WARC Best Practice, September 2020

Explores the most current thinking and reading on the topic of pricing strategies, examining their impact on sales, profitability, and perceptions of the brand itself.
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.