Brand influencers only work when they are true to the brand

Working with brand influencers is not easy and it requires a deliberate strategy to leverage on their ability to engage audiences.… Read More Brand influencers only work when they are true to the brand

Branding a multicultural organization depends on universal truths

During the ‘cola wars’ between Coke & Pepsi in the eighties, Pepsi launched a campaign dubbed ‘the choice of a new generation’. Unfortunately when translated to Chinese the same campaign tagline said ‘bring your ancestors back from the dead with Pepsi’. History is full of stories that highlight the challenges international brands face when creating… Read More Branding a multicultural organization depends on universal truths