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Cracking the code to inspiration: How inspiration has become the key to brand growth

Article • Richard Dunn, WARC Exclusive, January, 2021

A study by Wunderman Thompson identified a strong link between inspiration and brand growth.

Are brands wasting money on sport sponsorships? A new look at brand personality, brand equity, and official sponsorship effects

Research Paper • Lane Wakefield, Kirk Wakefield, Kevin Lane Keller, and Anne Rivers, Journal of Advertising Research, Digital First, December 2020

Marketers pour millions of dollars into sport sponsorship and need a better understanding of its effects.

Let’s ask a better question: Why doesn’t advertising work (more often)?

Opinion • Jenni Romaniuk, January 2021

Two recent Freakonomics podcasts are provocatively titled Does Advertising Actually Work? Ah to be in a simple world where the answer to this question is yes or no. The podcast comes down on the side of mainly no. It showcased speakers reporting on studies that conclude advertising spend, with its weak or non-existent effect on sales, is largely a waste of resources that are better returned to customers or shareholders.

Sue Unerman: "The industry's true north"

Opinion • Sue Unerman, December 2020

2020 IPA Effectiveness Awards’ Convenor of Judges Sue Unerman explains what can be learned from this year's winners.

The new brand-perception battleground: Brand memories and the moments that matter for the Microsoft brand

Research Paper • David Evans, ESOMAR Conference papers, Insights Festival, 2020

Technology company Microsoft examined the concept of emotional peaks and pits to uncover brand memories to aid its move from product-oriented company to a service-based model.

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.

Three mega-trends for B2B marketing in the next decade

Article • Stephen Whiteside, Event Reports, B2B World Fest, November 2020

The B2B Institute, a think tank funded by LinkedIn, the business-orientated social network, has outlined three major trends that it believes will shape business-to-business marketing in the next decade.

A brand is shaped through a series of moments, craft them with consistency and care

Article • Biprorshee Das, Event Reports, Zee MELT conference, September 2020

Paul Bailey, strategy director at Halo outlines how to shape a brand through associated memorable moments at the 2020 Zee MELT conference.

Why marketers should build ‘anti-fragile’ brands

News • 11 November 2020

How marketers build a brand will determine how it performs in bad times as well as good – and right now brands need to be able to thrive on change and to embrace volatility, according to two senior planners Writing for WARC, Oliver Feldwick and Alex

Why you need a strong brand to win in e-commerce: Adidas' Simon Peel

Opinion • David Tiltman, November 2020

In 2019, Simon Peel made headlines when he gave an in-depth account of his brand’s attempts to make its media investment more effective. Here, the Senior Director – Global Media at adidas speaks to WARC’s David Tiltman for the Marketer’s Toolkit 2021 about what’s changed during the pandemic, and how media strategy will evolve in 2021.

Anti-fragile: How to think about brand building in a post-COVID world

Article • Oliver Feldwick and Alex Dobson, WARC Exclusive, November 2020

In a world of uncertainty and precariousness it’s getting harder to operate.

Why brands matter

Article • Brand Finance, WARC Exclusive, November, 2020

The term ‘brand’ is used differently by different people to encompass a relatively broad range of assets.

How to set marketing budgets

Article • WARC Exclusive, November 2020

Looks at how to set and allocate marketing budgets to help grow business and deliver incremental value.

The Balanced Scorecard and Strategy Map

Article • Nick Liddell, WARC Best Practice, November 2020

In 1996, Harvard Business School Professor Robert S Kaplan and consultant David P Norton literally wrote the book on Balanced Scorecards.

Effectiveness insights from ten years of Snickers' "You’re not you when you’re hungry"

Opinion • Stephen Whiteside, October 2020

The iconic “You’re Not You When You’re Hungry” campaign has delivered ten years of success for Snickers. Stephen Whiteside from WARC explains why consistency, local relevance, and humor have all played a critical role in this outcome.

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.

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 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 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.
What's working in social

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in social.