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Why the 22 laws of branding are immutable 22 years on

Opinion • Jack Miles, October 2020

Al and Laura Ries wrote The 22 Immutable Laws of Branding 22 years ago. Immutable – “unchangeable over time” – is a big word to use in a book title. But it’s accurate in this case, even though today’s marketing tactics and tools are unrecognizable compared to 1998 – the

What we know about brand characters

Article • WARC Best Practice, September 2020

Provides guidance and reading on brand characters, a non-celebrity animate being that can perform a multitude of roles from the perspective of brand or user.

What we know about brand architecture

Article • WARC Best Practice, August 2020

Explores key insights on brand architecture, or the organisation of a brand portfolio, highlighting methods and techniques to maximise the value of a portfolio while keeping clarity for consumers and employees.

Reassessing the eight motivators of purchase in the context of COVID-19

Article • Prasad Shinde, Steven Naert and Tammy Ho, WARC Best Practice, May 2020

Ipsos outlines how the eight motivators of purchase should be adapted to the current COVID-10 context.

COVID-19 brand discovery highest on social and TV

Data • Rob Clapp, WARC Data Points, April 2020

An overview of brand and product discovery in the UK and US during the novel coronavirus (COVID-19) outbreak by age, gender and shopper segment.

Forum: A broader view on brands’ growth and decline

Research Paper • Marcello Formisano, Koen Pauwels and Lia Zarantonello, Int. Journal of Market Research, Vol. 62, No. 2, 2020, pp. 127-138

What does it take to grow a brand? How to avoid its decline? Some popular answers to these questions can be found in the research by Byron Sharp and others from the Ehrenberg-Bass (EB) Institute on "how brands grow." In this article, we propose that such an approach, despite its strengths, lends itself to some limitations when taken too literally.

The brand as a visual construct

News • 05 March 2020

The behaviour of the consumer in the real world rarely corresponds with marketers’ predictions, thanks in part to the way the human brain filters the huge amount of information thrown at it daily.

The grand paradox of branding

Article • Itiel E. Dror and Nir Wegrzyn, WARC Exclusive, March 2020

An exploration into the role of brand in driving purchase decisions from a cognitive-neuroscience perspective.

Meta Brands: How bias towards an industry shapes brand perception.

Opinion • Mike May, February 2020

Brands don’t exist in a vacuum: they are judged by the virtues or vices of their industry and the meta-brand surrounding it – Mike May, VP Strategy at the agency Huge, explores the effects of meta-brands and how to escape them.

Five steps for brands to create compelling visual assets

Article • Sarah Dear, WARC Exclusive, January 2020

Brands should follow five clear steps to ensure their visual brand identity translates across multiple channels.

Developing brand assets

Article • Dominic Twose, WARC Best Practice, January 2020

This article explores the importance of building strong branding into marketing activity and how to develop brand assets.

What we know about brand loyalty

Article • WARC Best Practice, January 2020

This article explores the current reading and thinking on the subject of Brand Loyalty, a topic spanning behaviour and attitude.

How to win in the brand experience era

Article • Dom Boyd, WARC Webinars, October 2019

Dom Boyd, founder of DADA Consulting, addresses the theme of October's edition of Admap on winning in the era of brand experience by answering key questions on the topic.

Demystifying the brand experience building process

Article • Darren Coleman, Admap, October 2019

Details how to structure brand experience building initiatives by demystifying the brand experience building process.

Experience strategists are the new brand guardians

Opinion • Tom Morton, September 2019

The job of brand strategy expands from telling the brand story to building the brand system, argues R/GA's Tom Morton in an essay for the Future of Strategy 2019.

‘Brands must have meanings that are shared’ – remembering the wisdom of Judie Lannon

Opinion • David Tiltman, August 2019

Last week saw the very sad news that Judie Lannon, one of the pioneers of account planning, has passed away. WARC’s David Tiltman looks at why her thinking is as relevant today as it ever was.

The death of the brand onion

Opinion • Leo Rayman, July 2019

It’s time to ditch some traditional thinking about brands, says Leo Rayman of Grey Consulting – and the ‘brand onion’ is high up on his list.

Three SXSW disruption trends that brands can act on

Article • Low Lai Chow , WARC Exclusive, May 2019

A major theme at SXSW was disruption – here’s what marketers can do to counter disruption among people, brand experiences and business.

How to shoot yourself in the foot

Opinion • Mike Teasdale, March 2019

There are lots of ways a brand can shoot itself in the foot. Mike Teasdale analyses the brands that did it so you don’t have to.

Radical Mutations for the 21st Century Brands

Article • Ajinkya Pawar, WPP Atticus Awards, Merit, 2018

Analyses the two trends that are fundamentally changing the role of brands in the lives of consumers: rise of nativism and domination by platforms, and provides insights to help brands grow.

Brands should balance 'warmth' and 'competence'

News • 21 December 2018

Brands should try to strike a balance in displaying “warmth” and “competence” to consumers, according to a paper in the Journal of Advertising Research (JAR).

The risk of omitting warmth or competence information in ads: Advertising strategies for hedonic and utilitarian brand types

Research Paper • Christina Peter and Milan Ponzi, Journal of Advertising Research, Vol. 58, No. 4, 2018, pp. 423-432

Researchers have shown that consumers perceive brands, as they do people, on the basis of two dimensions: warmth and competence.

Brand Rot

Opinion • Gareth Kay_, November 2018

Brands are rarely made better when we add to them. The more we add stuff - be it for the sake of 'the new' or to fend off what we see as competitive threat - the greater the risk that we dilute and obfuscate what we really are, says Gareth Kay.

Brand values need a rethink

News • 01 November 2018

Building ‘operating principles’ for brand strategy over ‘brand values’ can offer more flexibility to marketers and offer measurable and actionable goals rather than vague value statements, according to a leading planner.

Rethinking brand strategy: operating principles vs values

Article • Tom Donald, WARC Exclusive, October 2018

Building ‘operating principles’ for brand strategy over specific ‘brand values’ can offer more flexibility to marketers.

What we know about brand architecture

Article • WARC Best Practice, August 2020

Explores key insights on brand architecture, or the organisation of a brand portfolio, highlighting methods and techniques to maximise the value of a portfolio while keeping clarity for consumers and employees.
Developing brand assets

Article • Dominic Twose, WARC Best Practice, January 2020

This article explores the importance of building strong branding into marketing activity and how to develop brand assets.
What we know about brand loyalty

Article • WARC Best Practice, January 2020

This article explores the current reading and thinking on the subject of Brand Loyalty, a topic spanning behaviour and attitude.
Strategy Toolkit: Analysing the brand

Article • Strategy Toolkit, Strategy Toolkit

This module has been assembled with one simple aim: to give the reader a thorough grounding in how to think about brands.
Why Unilever believes “consumers are dead”

Article • Andrea Sophocleous, Event Reports, WFA Global Marketers' Conference, March 2014, pp. 0-0

This event report discusses why Unilever, the FMCG giant, believes the idea of the "consumer" is flawed.
Differentiation or Salience

Research Paper • John Scriven, Niel Barnard and Andrew Ehrenberg, Journal of Advertising Research, Vol. 37, No. 6, November/December 1997

In this important paper the authors discuss what makes a brand leader. Firstly they critically review the notions of brand differentiation and of major sustainable competitive advantages.