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What we know about brand launches

Article • WARC Best Practice, May 2021

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.

What we know about New Product Development (NPD)

Article • WARC Best Practice, May 2021

This paper explains the concept of New Product Development (NPD) – the process of bringing a new product to market – and how to ensure its success.

2030 B2B trends: Contrarian ideas for the next decade

Article • Research on WARC, April 2021

Looks at the key trends that will shape the future of B2B marketing and decision making over the next decade.

Amazon ad sales up 66% in 2020, and three other lessons from a record Q4

Article • 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 overhauls its ad business as it seeks major growth

News • 31 January 2021

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

Apple's iPhone philosophy would revolutionise electric vehicle space

News • 20 January 2021

Coverage of Apple’s nascent automobile interests has tended to focus on these vehicles' purported autonomy.

The brand strategy toolkit: Branded House and House of Brands

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.

Why Bloomberg Media’s next move will be to launch an OTT service

Article • Alex Brownsell, Event Reports, FIPP World Media Congress, September 2020

How Bloomberg Media is adjusting its content strategy to the post-pandemic market.

How Ford Motor Co. spurned legacy media and leaned heavily on social to introduce a powerful brand extension

Article • 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.

Tech & Media Trends 2020

Article • 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.

Carat's ten trends for 2020: The year of all-conquering ecosystems

Article • 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.

Uber meets customer and driver needs with new financial-service offerings

Article • Stephen Whiteside, Event Reports, Money 20/20, October 2019

Uber, the ride-sharing platform, has begun expanding into financial services with products that are aimed at its passengers and drivers.

Dunkin’ re-energizes dated QSR brand with seven strategic principles of brand optimism

Article • Geoffrey Precourt, Event Reports, ANA Masters of Marketing Conference, October 2019

Dunkin’, the quick-service restaurant chain, successfully revitalized its brand through focusing on optimism.

How Goldman Sachs built a presence in consumer banking

Article • Geoffrey Precourt, Event Reports, Advertising Week New York, September 2019

Goldman Sachs, the financial-services provider, has entered the consumer space in an impactful way using its own brand muscle and a high-profile partnership.

IHOP's burger play pays off

News • 26 September 2019

An IHOP Restaurants’ campaign that successfully changed people’s perception of the brand as primarily a breakfast dining location and increased burger sales has won the 2019 Grand Ogilvy Award.

Indonesia’s Gojek unveils video-streaming service

News • 26 September 2019

Indonesian tech firm Gojek, which is known principally for its ride-hailing and payment services, is now expanding into video streaming in a move widely seen as a challenge to Netflix and other established players in Southeast Asia.

Fox steps into betting arena

News • 03 September 2019

Fox has become the first leading US media company to launch its own betting platform, Fox Bet, as it enters a market worth up to $150bn.

Honest Tea's masterbrand strategy

News • 25 August 2019

Honest Tea, the beverage manufacturer, is seeking to build its masterbrand as its portfolio extends well beyond the drink that is embedded in its name.

US toy giants make bold content moves

News • 25 August 2019

Last week saw two major US toy makers, Hasbro and Mattel, make significant moves into expanding their entertainment capabilities and positioning themselves as global IP-content players.

Honest Tea builds a masterbrand that extends across categories

Article • Stephen Whiteside, Event Reports, Owning Your Narrative: The Future of Media, June 2019

Honest Tea, the beverage manufacturer, is seeking to build its masterbrand as it extends into new categories and targets different consumer groups.

Disney's aggressive streaming package

News • 07 August 2019

The historic company and now content powerhouse, Disney, unveiled further details around its forthcoming streaming service Disney+ and what it all means.

Inside Spotify's attempt at video

News • 29 July 2019

The world's largest audio streaming service by users, Spotify, is the leader in the space with a host of new features, but a new book sheds light on one of its unsuccessful features, and the ways in which the secretive company works.

Oreo's formula for cultural connectivity

News • 22 July 2019

Oreo, the cookie brand, has extended its appeal to new audiences by driving cultural connectivity with a diverse range of consumers.

Oreo taps seemingly endless love of playful, cultural brand connections

Article • Geoffrey Precourt, Event Reports, ANA Brand Masters, February 2019

Oreo, the cookie brand owned by Mondelez International, has ensured its continuing relevance by mixing an emphasis on playfulness with a presence in popular culture.

Range extension to deliver a double whammy: Penetration and premiumisation

Article • David Taylor, Admap, July 2019

Looks at driving premiumisation by smartly and strategically extending your core range.

How to build a strong DTC brand

Article • Nazia Du Bois, Admap Magazine, January 2019

Explores how in the absence of big advertising budgets and traditional retail support, DTC brands can still apply traditional marketing principles to build long term brand equity.
What we know about brand positioning

Article • WARC Best Practice, December 2020

Provides an overview of the complex topic of brand positioning, a marketing strategy that aims to make a brand occupy a distinct position, relative to competitor brands, in the mind of the consumer.
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.
Are big brands really doomed? How big brands can adapt to the threat from small insurgents

Article • David Taylor, WARC Best Practice, October 2018

Explores insights from new research into the threat to big brands of attack by small 'insurgent' brands.
How brands drive value growth

Article • Nigel Hollis and Gordon Pincott, Research on WARC, Millward Brown, March 2013

This article describes a framework called ValueDrivers, which is intended to help businesses understand how to grow the value of their brands.
What we know about building brands

Article • WARC Exclusive, February 2015

This article provides marketers with information and guidance on building brands.