What price continuity in a short-term world?

Most people involved in brand marketing would agree that an element of continuity is generally a good thing.

What price continuity in a short-term world?

Chris Baker

Demands for change, newness and freshness are constant in business, and balancing the short term and long term is a difficult trick. Chris Baker looks at brands that have managed to dominate in their field, and explores how consistency can be fused with innovation to produce a potent and enduring property

1990 saw the addition of a new 'longer and broader' category to the IPA Effectiveness Awards, opening up a rich seam of knowledge about the longer-term effects of advertising and its broader benefits to a business. As a...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands