Explores what new brands need to consider when launching, as marketplaces are often highly cluttered and a launch strategy requires significant investment over the long-term.
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Sam Peña-Taylor, WARC Exclusive, February, 2021
This article explores the key takeaways from Amazon’s record-breaking Q4 2020, a year in which pandemic necessity and heavy investment saw the company’s revenues and profits rocket.
Walmart Media Group, the retail giant’s ad sales arm, is being renamed Walmart Connect, which is launching new ad technology to enable brands to make better use of Walmart customer data and to connect with consumers in a “closed-loop, omnichannel env
LG Electronics of South Korea, one of the largest TV manufacturers in the world, has acquired a 60% stake in Alphonso, a California-based TV data and measurement firm, as it seeks to expand its streaming TV ad business.
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Nick Liddell, WARC Exclusive, December 2020
The Brand Relationship Spectrum was introduced to the world by David Aaker and Erich Joachimsthaler in 2000 to help brand architecture strategists employ insight and subtlety to subbrands, endorsed brands and their alternatives.
Search giant Baidu has agreed to buy Joyy Inc’s livestreaming and video social media platform for China, YY Live, in what will be the search engine’s biggest push into the rapidly expanding sector.
With the launch of Amazon’s Halo, a health-focussed wearable, the first-party-data-fuelled company is setting up to disrupt healthcare – but the early steps it is taking with its new product reveal key lessons about the company.
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Geoffrey Precourt, Event Reports, ANA Digital and Social Media Conference, July 2020
Mustang, the auto marque owned by Ford, was launching a new electric SUV, called the Mach-E, which marked a significant departure from the brand’s typical vehicles, and a major innovation in its own right.
With its acquisition of Mirror, the sportswear company, Lululemon reflects the influence of direct connections with consumers on what the sports market now is, as fitness cements its place in the home.
The branded facemask has arrived: Uniqlo, owned by Japan’s Fast Retailing, is just one of several retail and sportswear brands that have responded to consumer demand and moved into the mask market.
UK broadcaster Channel 4 is branching out of television with the creation of a social-first branded entertainment offer, which seeks to extend the company’s value to advertisers beyond that of a media partner and into content.
The owner of cult marijuana magazine, High Times, is expanding into a retail presence with the purchase of Harvest Health & Recreation Californian dispensary business as part of a diversification away from a difficult and changeable publishing ma
Cocomelon, the hugely successful kids’ YouTube channel, is moving into new areas, including merchandising, albums and movies, which may be a response to the ad targeting rules that came into force last month.
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Dan Calladine, WARC Webinars, January 2020
Dan Calladine, head of media futures at Carat, discusses the recently released annual report highlighting ten consumer, media and technology trends for 2020 – and their implications for brands.
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Dan Calladine, WARC Exclusive, January 2020
Ten consumer, media and technology trends – and their implications for brands – for 2020, the year in which the marketplace is set to converge around the global tech-giant ecosystems.
Pizza Express sells more pizzas through supermarkets than through its own restaurants and is, according to an industry analyst, an exemplar of a trend towards diversification among chain restaurants.
Deutsche Telekom, the telecoms giant, has taken a 25% stake in SK Gaming, a German e-sports organisation for which it has been a sponsor and technology partner since mid-2018.
Explores what new brands need to consider when launching, as marketplaces are often highly cluttered and a launch strategy requires significant investment over the long-term.
Article
•
Nick Liddell, WARC Exclusive, December 2020
The Brand Relationship Spectrum was introduced to the world by David Aaker and Erich Joachimsthaler in 2000 to help brand architecture strategists employ insight and subtlety to subbrands, endorsed brands and their alternatives.
Article
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Kevin Lane Keller, Admap Magazine, October 2018
Looks at the hyper-competitive digital environment, which changes the application of the principles of brand architecture in a number of important ways.
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David Taylor, Admap Magazine, October 2018
Suggests a practical approach to brand architecture, which can be a valuable tool to help grow a brand and business, and has benefits for both the company and consumer.
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Dan Calladine, WARC Exclusive, January 2020
Ten consumer, media and technology trends – and their implications for brands – for 2020, the year in which the marketplace is set to converge around the global tech-giant ecosystems.
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