This WARC Guide provides a summary of new thinking and best practice on making the case to the C-Suite. As with past economic shocks, from the COVID-19 pandemic to the 2008 banking crisis, marketing ...

Looks at how measuring all aspects of marketing activity – including external factors outside marketing’s control – can lead to not only better marketing but stronger internal buy-in for its role.

This report spells out the media landscape marketers face, and the clear benefits that a well-thought out Earned Media strategy can offer brands. Earned Media excels at generating culturally salient, ...

Hello, and welcome to The WARC Podcast. I'm Anna Hamill. Today, we're going to talk about some of the best new effectiveness case studies in the world, because this week, WARC announced the bronze, ...

Recent research has shown that politicians, specifically candidates, are viewed by the electorate as brands (Guzmán et al., 2015; Harrison et al., 2023), and that their brand image has an effect on ...

Bennett (1977) states that every candidate running in a political election finds themself between two opposing requirements: ritual and pragmatic. On the one hand, the electoral "ritual" refers to ...

Viewing parties and their leaders as branding is not a new perspective (French & Smith, 2010) but offers additional insights into the relationships between citizens and those who seek their electoral ...

To what extent does political marketing research help us understand our political world? That question is the driver of this article in a year (2024) of some 70 national elections around the world, ...

Political branding is evolving beyond the conventional strategies to influence voter behavior in the present times (Wilson et al., 2018). It is an aid in creating the political image, identity, and ...

The convergence of generative artificial intelligence (AI) and political branding has revolutionized how political leaders and parties present themselves in democratic societies. Artificial ...