Home Topics Brands & branding Brand theories & ideas

Brand theories & ideas

Latest
Most Read

Filter by

Brand theories & ideas (424)

Search in

Case Studies (0)

Articles (313)

Research Papers (87)

News (7)

Opinion (16)

Data (1)

Rankings (0)

Show only

Recommended

(70)

Videos

(1)

Date Range

All
Last year
Last three years
Last five years
Set date range

From

Search within

Search Results Language

Category

Brand

Location

Source

424 results found

Reset Filters

Search in

Case Studies (0)

Articles (313)

Research Papers (87)

News (7)

Opinion (16)

Data (1)

Rankings (0)

Show only

Recommended

(70)

Videos

(1)

Date Range

All
Last year
Last three years
Last five years
Set date range

From

Search within

template

Search Results Language

Industry Sector

template

Brand

template

Location

template

Source

template

424 results found

Sort By

The brand strategists’ toolkit #19: Service Blueprints, Customer Journeys and Brand Experience Mapping

Article • Nick Liddell , WARC Best Practice, June 2021

This article looks at service blueprints, customer journeys and brand experience mapping.

Building platform brands

Article • Darren Coleman and Erich Joachimsthaler, WARC Best Practice, June 2021

Research shows that eight of the largest ten companies in the world today have been built on platform-business models.

What we know about brand loyalty

Article • WARC Best Practice, June 2021

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

Value propositions: USPs, CVPs and EVPs

Article • Nick Liddell, WARC Best Practice, April 2021

Value propositions are statements that capture what makes a product, service, brand, or experience different and desirable in the minds of its intended audience.

The brand strategists’ toolkit #18: The Brand Funnel

Article • Nick Liddell , WARC Best Practice, April, 2021

Looks at the Brand Funnel marketing framework.

The brand strategists’ toolkit 15: Brand archetypes

Article • Nick Liddell, WARC Best Practice, March 2021

Brand archetypes are based on Carl Jung’s theory of a “collective unconscious”: everyone has a second psychic system that is identical in every human being.

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.

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.

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 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 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 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’.

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.

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.

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.

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.