Marketing

An emerging cola brand from Peru schools the giants on how to achieve big growth.

Luxury managers often see digital media as a threat, worrying that mass appeal will take power away from the brand. But digital...

It is shocking that companies do not seem to recognise the profound influence logos can have.

Testing two products or marketing offers with different sections of your customer base can yield a winning approach.

A universally accepted standard for brand valuation is an urgent need in a business world increasingly driven by intangibles.

Just as executives adapt their management styles to suit new market cultures, brands must do the same, while staying true to...

Many companies treat social media as a separate entity to their branding and marketing channels. Those able to integrate it...

Luxury consumers in China are moving from show-offs to appreciators of the finer things. Brands will have to make their...

Measuring the success of social media interactions cannot be done using traditional ROI metrics. The nature of the...