READ THE FULL GRAPHIC VERSION How often have you said the words “Just one more” at the end of an episode of your favourite show? Even after promising ourselves that we will watch just one instalment, we regularly keep watching, episode after episode. What is the secret of how these series grab our attention? And … Read more
READ THE FULL GRAPHIC VERSION Great brands change the world, says Giles Lury Brands drive change. They change categories, markets, and habits. They are sources of ideas, of products, services and innovations that help drive change. Through relationships with their stakeholders, their employees and us, the general public, brands have the budgets, the breadth and … Read more
READ THE FULL GRAPHIC VERSION Ben Walker discovers the signs of life Few things divide East and West more than the disparity in the recognition of our business heroes. Twice now I’ve been humbled by the sheer scale of Chinese people’s patriotic enthusiasm for their business leaders – first at the British Museum in London, … Read more
READ THE FULL GRAPHIC VERSION Brand equity is an imprecise moniker for a valuable thing, writes Phil Young I was partly amused. But I was mostly confused. The first time I heard the term ‘brand equity,’ my immediate reaction was one familiar to finance guys: “There go those marketing people again – throwing around … Read more
Discover the seven uses of storytelling in marketing, as told by Giles Lury [button type=”large” color=”black” rounded=”1″ link=”https://issuu.com/revistabibliodiversidad/docs/full_book_dialogue_q2_2018_00c75a7dc64042/57″ ]READ THE FULL GRAPHIC VERSION[/button] Storytelling has long been used in marketing, and in recent years it has become almost ubiquitous. Just about any brand worth its salt now talks about its stories and its narrative. The … Read more
With a gargantuan total value of $683.9 billion, Chinese brands are here to stay. WPP and Kantar Millward Brown invite you to meet the top 100 among them As the most definitive and robust ranking of Chinese brands, WPP and Kantar Millward Brown’s BrandZ™ Top 100 Most Valuable Chinese Brands report combines financial data with … Read more