Brand Health Check
An archive of Brand Health Check articles, in which industry experts give their diagnoses and prescriptions for a struggling brand.
Brand Health Check: Will Yili’s meme marketing continue to succeed post-Olympics?
Campaign explores Yili’s Summer Olympics marketing campaigns—which included trend-jacking memes, memorable colours, and athlete ambassadorship—and discusses future strategies to ensure the brand's lasting momentum.
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Is this the beginning of the end for Google's search dominance?
BRAND HEALTH CHECK: "I don't think Google can expect to keep the status quo," warns Brian Benway of Mintel, as a landmark antitrust ruling might threaten the tech giant's future.
No longer 'Just Doing It': Can Nike recapture its magic?
'Somewhat a victim of its own scale and lack of specialisation,' Nike faces a perfect storm of challenges as sales slow and rivals innovate. Can the giant reinvent itself, or is this the start of a long decline?
Brand Health Check: How should Florasis chart its entry into the high-end market?
Nearly a year following a PR crisis, the Chinese cosmetics company manages to gain a cult following and has ambitious plans to penetrate international luxury markets. Marketing experts weigh in on how the brand should forge its path forward.
Stretching limits, sculpting success: Lululemon's rise from controversies to cult status
BRAND HEALTH CHECK: No stranger to PR stumbles, Lululemon's founder and former CEO Chip Wilson has once again created a firestorm. But amidst the verbal battleground and economic woes, how does the athleisure giant keep its cool and become a blueprint for customer loyalty?
Turning clicks to cash: Red's monetisation is reshaping China's influencer landscape
BRAND HEALTH CHECK: Born as a UGC platform a decade ago, Red (Xiaohongshu) is now chasing business opportunities from ecommerce to live streaming for brands and content creators in China and overseas markets.
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