‘Category visioning’ allows companies to gain clarity on what their future could look like. But does every brand need to pursue a category vision?
Multinationals disappointed in their China performance may want to consider the value market and should definitely be playing a long-term strategy.
The road to winning over customer loyalty is becoming more difficult. Tom Child of Landor draws a better map.
Retailers will have to embrace change and become more innovative to repel the growing threat from online competitors.