Global campaign a a precursor for brand activations later in the year.
What do you do when you discover your new brand philosophy is already in use by another player in your industry? Australia's Bankwest decided to stick to its guns.
Words such as 'owning', 'managing' or 'positioning' perpetuate inaccurate ideas about how brands work. Adam Nelson, associate director at Flamingo, offers a more useful metaphor.
SHANGHAI - BBH China has been hired as brand strategy consultancy for The Hub, part of the property portfolio of Shui On Land, the Hong Kong developer behind Xintiandi.
In our continuing series of brand-building articles, Cyrex Li, consultant with EffectiveBrands, outlines the key elements that define a winning brand positioning.
Douglas Dew, managing director of public affairs at Burson-Marsteller China, offers 10 things foreign multinational companies can do in China to better position themselves.
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