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Inca Kola reconnection strategy: Boosting connection with the Peruvian consumer

Research Paper • Fabian Jalife and Tomas Gross, ESOMAR Conference papers, Latin America, 2020

Inca Kola, a soft drink brand, uncovered relevant opportunities to connect with its consumers in Peru by using analytical methodologies to find evidence of a lack of pride and reignite this feeling among them.

How some brands live on even when their stores are gone

News • 20 October 2020

The value of a brand’s name, its reputation, its associations, often built up painstakingly over decades, seems more relevant than ever as online retailers struggle in a crowded space to find distinction, but in a world in which building them is more

How the pandemic is changing the effect of touchpoints

News • 20 October 2020

New research, published exclusively by WARC, charts the shifting impact of touchpoints as a result of the pandemic: a sign of evolving consumer behaviours.

Resist the lure of short-termism

Opinion • Siddhant Lahiri, October 2020

WARC Prize for Asian Strategy judge Siddhant Lahiri invites us to remember the benefits of long-term thinking in an increasingly impatient world.

Changing touchpoint influence and relevance as a result of the pandemic

Article • Eric Dherte, WARC Exclusive, October 2020

This research looks at 36 touchpoints for 18 non-alcoholic drinks brands through a methodology that evaluates the relative influence of each touchpoint.

What brand love tells us about brand growth

News • 29 September 2020

Even amid the turmoil in consumers’ lives, many of the rules of brand growth as espoused by Byron Sharp remain in place; a recent Morning Consult study highlights the role of Brand Love.

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.

How Brand Love fuels lower funnel KPIs, even during a pandemic

Article • Victoria Sakal, WARC Exclusive, September 2020

Examines Morning Consult research on the 50 Most Loved Brands in the US in 2020, through the lens of the coronavirus pandemic.

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.

What we know about luxury brands

Article • WARC Best Practice, August 2020

Provides marketers with information and guidance about luxury brand advertising.

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.

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.

The Future of Strategy 2020

Article • WARC Exclusive, July 2020

Analysing the results of a global WARC survey of senior strategists, the Future of Strategy report provides both quantitative and qualitative data with a focus on the disruption of COVID-19.

What's working in social

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in social.

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.

Facebook boycott is ‘like removing salt from cooking’

News • 01 July 2020

Retailers boycotting Facebook are likely to see the biggest adverse effects as brand consideration drops by 25% and purchase intent by 8%, according to researchers at Saïd Business School, University of Oxford.

BrandZ quantifies rising impact of brand trust

News • 29 June 2020

Over the last ten years, the importance of responsibility to consumers in relation to making brand choices has tripled, according to new BrandZ data.

Behind the Winning Idea: Tesco Food Love Stories

Opinion • Lucy Aitken, June 2020

Lucy Aitken, Managing Editor – Case studies at WARC, speaks to Tesco and BBH London about how they adapted Tesco's Food Love Stories campaign during the COVID-19 lockdown.

The effectiveness code

Article • James Hurman with Peter Field, WARC Exclusive, June 2020

This whitepaper presents the results of a major new study of creative effectiveness which has analysed and compared a total of 4,863 effectiveness award entrants and winners from 2011 through 2019, from every major market in the world.

Breakthrough ads during the pandemic: Successful examples from Southeast Asia

Article • Low Lai Chow, WARC Exclusive, June 2020

Storytelling that drives an emotional response from consumers is a highly impactful strategy during the COVID-19 pandemic, according to research from Unruly, the ad-tech firm.

Co-op: Optimised for attention

Article • Caroline Beesley , WARC Exclusive, June 2020

Looks at Co-op's approach of testing new innovations to better understand consumer attention.

Predicting brand equity by text-analyzing annual reports

Research Paper • Chun-Yao Huang, Ping-Yu Liu and Shao-Ming Xie, Int. Journal of Market Research, Vol. 63, No. 3, 2020, pp. 300-313

A firm’s public disclosure, such as its annual report, usually carries information of what it has done and/or will do.

What we know about brand equity

Article • WARC Best Practice, May 2020

Summarises knowledge and offers guidance and reading on brand equity, a measure that sometimes relates to financial value but more commonly reflects a consumer view of a brand.

Three tips for marketing in recession

Opinion • Jenn Szekely, May 2020

The current health crisis will be followed by an economic one, and companies need to be sure their strategy is suitable. Jenn Szekely offers some tips.

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.
The Future of Strategy 2020

Article • WARC Exclusive, July 2020

Analysing the results of a global WARC survey of senior strategists, the Future of Strategy report provides both quantitative and qualitative data with a focus on the disruption of COVID-19.
The effectiveness code

Article • James Hurman with Peter Field, WARC Exclusive, June 2020

This whitepaper presents the results of a major new study of creative effectiveness which has analysed and compared a total of 4,863 effectiveness award entrants and winners from 2011 through 2019, from every major market in the world.
Learn from the best: Lessons from the world's most awarded brands

Article • WARC Exclusive, April 2020

Provides lessons learned by the best-performing brands in the WARC Rankings 2020 and the strategies they used to achieve success in 2019 awards shows.
Marketer's Toolkit 2020

Article • WARC Trends, November 2019

WARC's Marketer’s Toolkit 2020 adopts the STEIP methodology to cover five drivers of change that will affect marketers next year, built from an annual survey, 10 CMO interviews and WARC analysis.
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.