Summary: Asia offers new opportunities for both old and new youth brands as a stepping stone to global markets.
By Graham Brown
Overview: The growing interest and confidence in Asian youth marketing means we expect 2010 to provide an opportunity for established “Western” brands who don’t enjoy market leadership to reinvent themselves locally and for new [...]
Trust Earned and Lost
“Communication is not a function of technique but a function of trust” – Stephen R Covey
Trust is earned never bought. It comes from years of doing rather than saying. Consider the Google brand as a trusted benchmark. However, trust is easily lost through complacency and the 6 ways illustrated below.
In my [...]
Great thing about Red Bull is, whether you can stomach the taste or not, it’s doing something different about connecting with its consumers. Rather than investing heavily into technology or above the line marketing the brand marketing, like the message it aims to project to its consumers, is all about taking risks.
Risks? Yes, that means [...]
