added value

Mar 2, 2015

A brief history of brand propositions: From USP to CSP

Brands including Herborist, a Chinese cosmetics brand, are tapping into signifiers of tradition as new 'cultural selling propositions'. Panos Dimitropoulos from Added Value deconstructs the concept of CSP.

Aug 31, 2012

Brand experts laud J&J transparency; consumers criticise on Facebook

GLOBAL - Johnson & Johnson's (J&J) move to mitigate a reputational challenge over admissions of toxic chemicals in its personal care products has drawn mixed reactions.

Aug 13, 2012

OPINION: Brazil provides branding role models for China, India

Brands from Brazil are capturing global attention and allegiance, while their Asian counterparts among the 'BRIC' countries, China and India lag behind, writes Jerry Clode, who leads cultural insight in Asia-Pacific for brand-development consultancy Added Value.

May 31, 2012

OPINION: The awkwardness of marketing Chinese brands globally

In the current political climate, overt Chinese-ness is simply a competitive disadvantage for Chinese brands overseas, according to Jerry Clode, associate director of cultural insight for Added Value. Perhaps Chinese brands with global aspirations can look to post-war Japan for role models.

Mar 14, 2012

OPINION: From celebrity endorsement to true ambassadorship in India

Jerry Clode, associate director of cultural insight for Added Value, looks at the migration of brands from 'one size fits all' endorsements to a more meaningful engagement with celebrities in India.