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The Marketer’s Toolkit 2022: Global Trends Report

Article • WARC Exclusive, November 2021

The Global Trends Report, part of the Marketer’s Toolkit 2022, identifies five trends that will disrupt existing global marketing practices.

“Advertised emissions”: A vital new metric to help the industry tackle climate change

Article • Grace Kite, Jonathan Wise and Ben Essen, WARC Exclusive, November 2021

This article outlines research by Purpose Disruptors and magic numbers concerning the environmental impact of incremental sales generated by advertising in the UK, and how the industry can respond.

How to read the BrandZ 2021 ranking

Article • Sam Peña-Taylor, WARC Exclusive, October 2021

The UK’s most valuable brands have proved their resilience by bouncing back faster than the competition; learning from them provides a playbook for progress in a post-Brexit, late-pandemic context, according to Kantar.

Avoiding the perils of greenwashing: how to make real impact on sustainability

Article • Sairah Ashman, WARC Exclusive, August 2021

With more brands prioritising sustainability, the practice of greenwashing – promoting ‘green’ initiatives which are more virtue signalling than impactful – is starting to be called out by consumers.

Tesla, TikTok and Pinduoduo are quickest growing brands

Data • Rob Clapp, WARC Data Points (Curated), June 2021

An overview of the ten quickest growing brands worldwide.

Amazon and Apple extend lead as most valuable brands

Data • Rob Clapp, WARC Data Points (Curated), June 2021

An overview of the ten most valuable brands worldwide.

What we know about masterbrand strategies

Article • WARC Best Practice, May 2021

Explores the current writing and thinking on the subject of masterbrands and the strategies that propel them: a dominant, overarching frame in which various products, services, and brands, operate.

Cracking the code of Inspiration: An inspiring B2B brand is always on the consideration list

Article • Nina Mullen , WARC Exclusive, April, 2021

A proprietary study by Wunderman Thompson demonstrates that inspiration is a critical driver of growth for B2B brands.

There are now over 130 marketing metrics – but brands may need fewer than ten

Article • Genevieve Silk, Research on WARC, March, 2021

Measuring return on investment is a fundamental part of any new or ongoing initiative and brands need accurate and effective metrics in order to do this.

Strategy Toolkit module 1: How marketing works

Article • WARC Strategy Toolkit, March 2021

This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.

Strategy Toolkit module 3: Analysing the brand

Article • WARC Strategy Toolkit, March 2021

This module has been assembled with one simple aim: to give the reader a thorough grounding in how to think about brands.

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.

Does athletes’ performance influence a sponsor’s stock-market value? Assessing the effects of sponsored athletes who represent Japan in international tournaments

Research Paper • Keiya Mori, Tatsuaki Morino, and Fumiko Takeda, Journal of Advertising Research, Vol. 60, No. 4, 2020, pp. 426-438

This study examines how sponsored athletes' performance affects a sponsor's stock price in 170 sport events between 1991 and 2017, using Japanese data.

Humanity is as important as agility in business resilience

Opinion • Richard Neish, December 2020

Crisis is a catalyst to change; today’s brand resilience was not born of face masks, doorstep-clapping and the rebirth of the QR code, but of a different crisis, explains Kin + Carta Connect ’s Richard Neish, introducing new research.

The brand strategists’ toolkit: SWOT Analysis

Article • Nick Liddell , WARC Exclusive, December 2020

SWOT analysis was pioneered at the Stanford Research Institute’s Theory and Practice of Planning group during the 1960s, under the stewardship of Robert Franklin Stewart and Albert Humphrey.

How winning brands grow, and why stagnant brands don’t – a 2020 update

Article • Sam Peña-Taylor, Event Reports, Festival of Marketing, October 2020

This article discusses the updated 2020 results from DVJ Insights’ growth study exploring why winners grow more than the average and why losers grow less.

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.

How athlete sponsorship can impact stock prices

News • 30 October 2020

The performance of sponsored athletes in sporting events can have an influence on an organisation’s stock price, according to a study published in the Journal of Advertising Research (JAR).

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

China’s top 100 brands are valued at almost $1 trillion

News • 15 October 2020

China’s top 100 brands gained 12% in value in 2020, increasing their worth by $106.

The power of provenance: how trading on their country of origin can help brands grow overseas

Opinion • Graham Staplehurst, September 2020

An international presence allows brands not only to broaden their footprint into fast-growing markets, but also protect against the impact of an economic slowdown at home - Graham Staplehurst explores the results of new Kantar research into the brands that have succeeded and those that have not. Research from BrandZ shows that the ability to capitalise on the strengths of the country of origin plays a major part in a successful export strategy.

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.

The Marketer’s Toolkit 2022: Global Trends Report

Article • WARC Exclusive, November 2021

The Global Trends Report, part of the Marketer’s Toolkit 2022, identifies five trends that will disrupt existing global marketing practices.
Strategy Toolkit module 1: How marketing works

Article • Strategy Toolkit, March 2021

This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.
Strategy Toolkit module 3: Analysing the brand

Article • Strategy Toolkit, March 2021

This module has been assembled with one simple aim: to give the reader a thorough grounding in how to think about brands.
What we know about masterbrand strategies

Article • WARC Best Practice, May 2021

Explores the current writing and thinking on the subject of masterbrands and the strategies that propel them: a dominant, overarching frame in which various products, services, and brands, operate.
Avoiding the perils of greenwashing: how to make real impact on sustainability

Article • Sairah Ashman, WARC Exclusive, August 2021

With more brands prioritising sustainability, the practice of greenwashing – promoting ‘green’ initiatives which are more virtue signalling than impactful – is starting to be called out by consumers.
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.