THE AD CONTRARIAN: The fact that mass reach is harder to achieve than it used to be doesn't mean it's a bad idea. It just requires a more sophisticated strategy—and more sophisticated strategists—to execute properly.
While a recent resurgence of interest in the long-term sculpting of brands is welcome, brand definition by itself won’t drive growth. Here's what will, according to the Asia CEO of brand consultancy Cowan.
Kantar’s validation of Alibaba’s Consumer Asset KPI will help CMOs optimise their brand-building activities within Alibaba's ecosystem, according to the companies.
When it comes to brand building and marketing, there is too much hype surrounding the 'everything app' that is WeChat.
In our continuing series of brand-building articles, Hugo Saavedra, senior consultant with EffectiveBrands, reflects on the exhilarating, excruciating commandment to collaborate in order to achieve marketing leadership and success.
In our continuing series of brand-building articles, Hugo Saavedra, senior consultant with EffectiveBrands, reflects on the reasons for and benefits of taking a consumer safari.
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