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.
Dan Cohen, senior namer at Siegel+Gale, talks about the current trends in naming, how simplicity relates to the notion of naming a product, brand or service, and how a company or brand can consider purchasing naming services.
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.
Most marketing executives and branding professionals are well acquainted with the concept of brand architecture. They may be less familiar, however, with the related concept of naming architecture. While the two approaches are similar, there are significant differences in both purpose and methodology
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.