branding
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.
What's the fuss about private-traffic marketing in China?
Private traffic is becoming a sought-after brand asset, especially as walled gardens made up of Alibaba and Tencent are being torn down by regulators.
Is personal branding more important than qualifications?
A strong online presence is important to boost visibility and ‘sell’ your skills—but should it supersede meritocracy?
Downshifting lifestyles: What does the trend mean for brands?
More people with the means to do so want to opt out of the traditional rat race to pursue more meaningful lifestyles. How can brands meet them there?
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