Brand Transformation: Interview with Carina Hauswald, Managing Partner, Globeone Zurich
“At the end of the transformation, there must be a brand that satisfies both customers and stakeholders&...
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World Economic Forum 2019
As top opinion leaders are meeting in the Swiss mountain resort of Davos, also controversial topics come to th...
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The future of corporate communications
Our report from the Innovation Day in Munich and Kommunikationskongress in Berlin. ...
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The mobile revolution in emerging markets
Think Mobile: The “great migration” from traditional PCs to mobile devices has created a completel...
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Digital Emerging Markets: The Era of Tweets, Likes and Uploads
People in international growth markets usually tweet, like, upload and share information much more intensively...
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Branded House or House of Brands: The role of the corporate brand in international brand building
Increasing competition, escalating advertising costs and rapidly growing product categories are confronting ma...
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Foreign sells: Why the country-of-origin effect is an important brand lever
Colorful advertisements, television ads and tourism: foreign influences in the major growth markets are gettin...
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Drawing strength from the DNA of the target market: how local myths offer additional impetus for brands
Without a deep understanding of local culture and myths, hardly anything works in the major growth markets, ev...
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Market-driven positioning: Only the best value proposition guarantees success
Insiders have known it all along: When foreign companies succeed in growth markets, half of the success factor...
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Global, hybrid or local: Four decision factors for the right degree of adaptation to the target market
The successful positioning of a brand is part of the high art of marketing. Based on complex factors, a concep...
