- A brand is more than just a product, a brand's intangible imagery is arguably as important as its more 'mundane' tangible reality.
- Brands are meant to be there 'for the long haul'; and strong brands can be incredibly valuable.
- ‘Brand strategy’ is more than just ‘what happens in the ad’ (or on the website, or on the packaging) – it is an upstream process that shapes what happens, and how it happens, across all points of downstream execution.
- Deep understanding of what a brand is, and what it could be, is therefore a core strategic skill....
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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.
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Bray Leino
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