Nine lessons from the world's most awarded brands, according to WARC

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An analysis of three recently published WARC rankings (Creative 100, Media 100 and Effective 100) has identified nine common marketing keys used by highly successful brands.

"Becoming a successful brand is not as easy as having great products and services ," says Joe Stubbs, Vice President of Global Brand at Interbrand , who comments as an expert in the report "Lessons from the world's most awarded brands ." A study that provides lessons behind the best-ranked campaigns and brands in sectors such as fast food, retail, technology, electronics and automobiles, among others.

Becoming a successful brand is about having the courage to continually make bold, iconic moves that will deliver exceptional results.

Joe Stubbs

This is what the most successful brands are doing...

They are salespeople, not just communicators
While much of the work presented in the WARC rankings is croatia number screening communication action, the stories behind that work reveal the role of marketers around the 4Ps: product, price, place, promotion.

Communication actions do not lose sight of the 4Ps of marketing

Ikea , for example, identified a product opportunity to appeal to a new audience and secured distribution through 3D printing. There is also growing interest in broadening the customer experience and how to align all interactions with a brand. In this regard, McDonald's talks about "feel-good moments" that span advertising, packaging and design.

They know how they are contributing
A theme that consistently emerges in the WARC report’s interviews is that marketers know how their work contributes at a commercial and business level . For retailers, that link might be very direct, as Colin Mitchell, SVP and Global Marketing at McDonald’s , points out , as they receive sales data very quickly and can see what’s working and what’s not. For others, it requires more work. For example, Samsung and its agency Starcom use search data as a leading indicator of commercial impact.

They have an eye on the long term

Long-term versus short-term marketing investment is a lively debate today. This might involve splitting budgets between distinctive “brand” and “activation” work. It also involves fostering “distinctive brand assets” over time, which requires consistency and creativity.