The feminine brand name advantage
Brands with linguistically feminine names are more likely to convey warmth which, in turn, can…
Author Warc Staff
Reframe brand as ‘future demand’
Marketers shifting budget into performance tactics should heed the experience of start-up digital brands that…
How brand ‘personalities’ can impact sponsorship ROI
Sports fans categorise brands as having different “personalities”, and understanding these perceptions can help marketers…
B2B comes of age as marketers find new opportunities
B2B marketing is undergoing a transformation as businesses innovate and experiment with their media choices,…
Don’t sweat the new normal
As consumers rewire their habits and lifestyles thanks to COVID-19, marketers should take the opportunity…
How brands can use ‘cute’ characters to drive results
Brands using “cute” spokescharacters must also consider the language they deploy and the nature of…
Media choices remain driven by perception over evidence – that matters for recovery
New research from the consultancy Ebiquity finds that major gaps still exist between marketers’ perceptions…
Marketers need to pay attention to attention
Attention can act like grocery unit pricing and provide a missing ‘relative quality’ layer in…
The unsustainable tension of image making
2020 has shown that brands need to build their reputation through action, rather than the…
How Absolut activates brand purpose
Absolut, the vodka brand, has demonstrated how brand purpose can be activated successively in different…