In a world where services are commoditized at an increasingly rapid rate and sustainable differentiation is all but impossible, brands are finding that creating “usefulness” for customers is their greatest differentiator.
Or: why British brands shouldn’t fear the coming referendum — whatever the result. Geraint Jones, business development director in the UK, opines on VW, Malaysia Airlines, Brexit and why purpose-informed brand communication is more necessary than ever.
In this special edition of Brand Matters, we’ve collected a number of perspectives from our office in Shanghai on strategic branding in China today.
In this episode of Brand Matters, we travel to our office in Shanghai to talk with Jolin Guan, associate strategy director, about the five common mistakes global brands can make when entering the Chinese market, and how global brands can navigate the space.
As the United States sits at the confluence of tremendous change — of race relations, religious attitudes and popular culture — brands must accordingly adapt to sustain their relevance for an American audience.
Leading discount supermarket chain ALDI topped the list as the world’s simplest brand for the third year running, while Google dominated the US rankings.
Big news from Google last week as an Alpha-bet made headlines. The branding is a simple and smart move, according to our own Samira Ann Qassim.
This week our experts were featured in: The Los Angeles Times, The Wall Street Journal, and more.