Building brands in a changing society

Posts from the ‘Brand’ category

Young, online and ready to buy

When marketers think of Asia’s growth potential for global brands, there’s one part of the region that needs to be more than just an afterthought.


The Age of the Co-Created, Co-Managed Brand

A brand isn’t just the product of carefully orchestrated marketing campaigns. It’s also the result of layers of meaning that consumers add as they comment, tweet, check in, and tag.