branding
Why has The North Face become synonymous with every Chinese youth’s winter gear?
Rising to prominence in China by tapping into TV rap shows, the brand remains a top seller for outdoor sportswear. But with Gen Z now wanting elevated aesthetics and unique qualities, what's next for TNF?
What is the secret sauce behind Lululemon’s popularity in China?
The logo resembling the Greek letter Omega has become a huge hit amongst workout enthusiasts,—but what exactly makes Lululemon stand out from the rest of its sportswear peers in China?
How will consumers choose brands this year?
PepsiCo Europe's chief marketing officer outlines three crucial elements for brands to consider over the coming 12 months.
Tottenham Hotspurs rides digitalisation, personalisation to retain fans
With a multitude of entertainment options, the 130-year old club has a fight on its hands to keep consumers—especially millennials—interested in the club, says executive director Donna-Maria Cullen.
Why PR needs a serious rebranding exercise focused on metrics and measurement
There is a rampant identity crisis running riot in our industry at the moment, and not only are we letting it happen, we are complicit, argues the managing director at Unity.
Budweiser's APAC CMO on 'effortless marketing'
Matt Che expands on building a beer empire in the region, sticking to its brand purpose through inclusivity while celebrating seasonal events and using experiential tech to leverage consumer insights.
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