Brand identity & image

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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.

Four facets of fame

Article • Paul Feldwick, WARC Exclusive, April 2021

As marketers look for ways to make creativity more effective, they should look for ways to build ‘fame’.

Asian strategy is in it for the long run

Opinion • Chiara Manco, April 2021

As the WARC Awards for Asian Strategy enter their 11th year, Chiara Manco looks at how strategy can future-proof businesses, growing brands and inspiring the industry.

Creativity through volatility

Article • WARC Exclusive, April 2021

This report looks at the strategies and approaches of some of the world’s most awarded campaigns for creativity in 2020.

KFC’s five-year turnaround: From diagnosis to cure

Article • Sam Peña-Taylor, Event Reports, Festival of Marketing, March 2021

KFC, the global chicken-focused fast food brand, reversed a drop in sales and footfall in the UK thanks to diagnostic insight work that resulted in a five-year turnaround plan.

One in three young adults prefers brands with a sonic identity

Data • Rob Clapp, WARC Data Points, March 2021

An overview of consumer engagement with sonic and audio brand identity in Great Britain.

The Five Fs of creative effectiveness, according to Kantar

Article • Low Lai Chow, Event Reports, Spikes Asia X Campaign, February 2021

Brands planning to lead with creative marketing should note two trends, says Kantar’s regional head of creative Irene Joshy.

First impressions matter: Understanding the power of spontaneous reactions to develop stronger innovations

Article • Research on WARC, March 2021

Sets out how the first impressions consumers form of your new product can determine whether they move forward to learn more and buy it or disengage completely.

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.

How a CEO’s personality, performance and leadership predict advertising credibility: Conceptualizing and measuring CEO brand image

Research Paper • Daniela Andreini, Marc Fetscherin, and Lia Zarantonello, Journal of Advertising Research, Vol. 61, No. 1, 2021, pp. 110-126

This article conceptualizes chief executive officer (CEO) brand image as a multidimensional construct consisting of three main dimensions – personality, performance, and leadership – and develops a reliable and valid 9-item scale to capture these dimensions.

Alternative proteins: Nudging consumers toward adoption in the food-tech revolution

Article • Dr Boon Chong Lim and Jeremy Sim, WARC Exclusive, February, 2021

Nanyang Technological University’s Dr Boon Chong Lim and Prototyping Lab Aufhaven’s Jeremy Sim examine how alternative proteins, considered the next wave of food innovation, can be successfully marketed.

Insights from the 2020 IPA Effectiveness Awards: Analysis and lessons from the winning work

Article • WARC Exclusive, February 2021

Reveals the trends and lessons from the 2020 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.

Three-quarters of TV ads deliver no growth for B2B brands. Here’s how to escape that trap

Article • Stephen Whiteside, WARC Exclusive, February, 2021

Seventy-five percent of TV ads in the business-to-business (B2B) category fail to deliver growth, according to a study by The B2B Institute, a think tank supported by LinkedIn, business-orientated social network, and System1, the research firm.

Making memorable magic: Why seamless sucks in digital brand experiences

Article • Alison Tiling , WARC Exclusive, Spotlight Australia, January 2021

VMLY&R’s Alison Tiling makes the care for incorporating the imperfect and unique in digital brand experiences to remain memorable with consumers.

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.

The brand strategists’ toolkit: Maslow’s hierarchy of needs

Article • Nick Liddell , WARC Exclusive, December 2020

For many marketers, the go-to framework for motivation was put forward by Abraham Maslow in his 1943 paper ‘A Theory of Human Motivation’ and is most commonly known as Maslow’s Hierarchy of Needs.

What we know about packaging

Article • WARC Best Practice, December 2020

Provides guidance on using packaging to create standout for brands and drive purchase consideration.

The brand strategy toolkit: The Golden Circle

Article • Nick Liddell, WARC Exclusive, December 2020

Simon Sinek is an influential brand thinker, who is most famous for his 2009 book, ‘Start with WHY’.

The Marketer's Toolkit 2021: 불확실성 극복하기

Article • WARC Exclusive, November 2020

Marketer’s Toolkit 2021은 내년 1년간 브랜드들이 직면할 6대 주요 과제에 대한 가이드입니다.

Nutella: Nutella Gemella

Case Study • WARC Cases, 2019

Hazelnut spread brand Nutella drove brand equity and engagement among Italian millennials with a promotion that brought people together to encourage openness to diversity.

The importance of investing in sustainable packaging designs

Article • Alex Baverstock and Ian Payne, WARC Exclusive, November 2020

Consumers’ considerations around, and experience of, disposing of a product at the end of its life can impact future purchase consideration.

Using neuroscience to assess the effectiveness of packaging redesigns

Article • Aoife McGuinness, WARC Exclusive, October, 2020

The human brain is wired to see structure, logic, and patterns: it helps us make sense of the world.

The WARC Guide to effective packaging

Article • WARC Best Practice, November 2020

A summary of new thinking and best practice on effective packaging, from the WARC Guide.

Four tips for brands: How to win with packaging design and influence people

Article • Rachel Forster, WARC Exclusive, November 2020

As channels continue to fragment and the path to purchase becomes more fluid, packaging design and key brand assets need to work harder than ever to influence purchasing decisions.

How Mastercard is developing a multi-sensory brand - from sight and sound to taste

Article • Geoffrey Precourt, Event Reports, Association of National Advertisers State of Audio online conference, September 2020

Mastercard, the payments company, is developing a multi-sensory strategy that will help its brand to engage consumers across numerous touchpoints.

Effective Use of Brand Purpose Report: Lessons from the 2018 WARC Awards

Article • WARC Exclusive, November 2018

Analysing trends in brand purpose strategy, including tips for more effective purpose and lessons from the winners of the Effective Use of Brand Purpose category of the 2018 WARC Awards.
Toolkit 2018: How brands can respond to the year's biggest challenges

Article • WARC Trends, December 2017

WARC's Toolkit 2018 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.
What we know about brand purpose

Article • WARC Best Practice, March 2020

Explores current writing and thinking on the topic of brand purpose, a powerful way to engage consumers and gain preference, it is fast becoming an expectation for some customers.
Brand Purpose Report: Lessons from the 2017 WARC Awards

Article • WARC Exclusive, January 2018

Analysing trends in brand purpose strategy, including tips for more effective purpose and lessons from the winners of the Brand Purpose category of the 2017 WARC Awards.
The convergence of brand purpose and data ethics

Article • Rachael Smith, WARC Best Practice, December 2018

Outlines the six ways to effectively blend brand purpose and data ethics.
How Mondelez has opened its brands’ eyes to LGBT potential

Article • Stephen Whiteside, Event Reports, ANA Multicultural Marketing & Diversity Conference, November 2018

Mondelez International, the consumer packaged goods company, has fostered engagement with the LGBT community in various ways.