Brands are no longer in control. In a dynamic world, people are. Brands can make powerful connections and bring more to their lives by actively shaping their expectations.
How can an advert perform well in one country, but prove significantly ineffective in another? Why would a global campaign from a US brand resonate in France, but miss the mark in the UK and Brazil? And what do brands need to understand for their marketing efforts to successfully traverse international borders?
The amount and pace of verbal and written information that people exchange every day has increased dramatically over the past decade. A major question of our time is how does this information influence people’s attitudes, behaviours and decision-making?
What is the difference between luxury and mass market today? As premium brands grow and deliver constantly new experiences and personalised services, they are redefining the frontier between the two worlds, which is now more blurred than ever.
