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Understanding six influential models of brand growth – and when to use them

Article • Stephen Whiteside, WARC Exclusive, February 2021

This article summarizes six models of brand growth, all of which were featured in a series of webinars held by the Mobile Marketing Association (MMA).

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.

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.

The brand strategy toolkit: The Five Ws

Article • Nick Liddell , WARC Exclusive, December 2020

Collectively, the Five Ws represent five of the most critical questions to answer if you want to create a brand strategy.

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 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.

The brand strategy toolkit: The GROW Model

Article • Nick Liddell, WARC Exclusive, December 2020

Sir John Whitmore and Graham Alexander created the GROW model in the 1980s as a way to make coaching conversations ‘fluid, natural and artistic’.

Anti-fragile: How to think about brand building in a post-COVID world

Article • Oliver Feldwick and Alex Dobson, WARC Exclusive, November 2020

In a world of uncertainty and precariousness it’s getting harder to operate.

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.

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 (GlobalWebIndex), 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.

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, 九月 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, 八月 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, 七月 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, 三月 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 • 20 十二月 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 future of strategy 2018

Article • WARC Exclusive, July 2018

Analysing the results of a global WARC survey of senior strategists, The Future of Strategy Report provides both quantitative and qualitative data on the current state and future expectations of the discipline.
Strategy Toolkit: How marketing works

Article • Strategy Toolkit, Strategy Toolkit

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.
How not to plan

Article • Les Binet and Sarah Carter, WARC Webinars, November 2018

Les Binet, head of effectiveness at adam&eveDDB, and Sarah Carter, global planning partner at adam&eveDDB, discuss the myths, misunderstandings and screw ups to avoid in the planning cycle.
Strategy Toolkit: The Role of the Strategist

Article • Strategy Toolkit, Strategy Toolkit

This article offers guidance on planning as a job role via a selection of papers that cover the basic principles of planning and definitions of great planning practice.
Strategy Toolkit: Generating insight

Article • Strategy Toolkit, Strategy Toolkit

This article describes how agency strategists/planners gain and use insights - and what type of insight is useful when developing a marketing or communications strategy.
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.