Editor's Comment: Thinking global, acting local
04 Aug 2009 | by Lucy Barrett
global megabrand status. We explored Starbucks' reasoning in an analysis; we also tried, but failed, to ...
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My Secret Work Weapon: Gut feeling provides the impetus to make decisions
05 Sep 2012 | by Alison Brolls, Global head of marketing planning, Nokia
In marketing, it's usually easy to take in all the available relevant data. Perhaps sometimes, we focus too much on the data to draw conclusions and make decisions.
Marketing guru: The folly of global TV ads
20 Jul 2012 | by Will Harris
Global advertising campaigns may be popular with finance directors seeking to save money, writes...four regional ads (versus one global one), you are funding the indulgences of four TV production ...
Helen Edwards on Branding: Global theory, local practice
27 Jul 2011 | by Helen Edwards
. Nowhere is this more true than in global branding - that seductive ideal of alignment behind a single ...
Amanda Andrews on Media: Will global X Factor pay?
10 Dec 2009 | by Amanda Andrews
format global with an internet TV venture staged in Las Vegas. The idea is to air two shows a week, which ...
Does global marketing require a network agency rather than independent shops? The Marketing Society
19 Oct 2011
efficiency and local consumer resonance. Yet 'cross border' or 'global' hides a multitude of questions ...
Mark Ritson on Branding: BrandZ Top 100 global brands shows strength in numbers
28 Apr 2009 | by Mark Ritson
? This week's publication of the annual BrandZ Top 100 Global Brands provides empirical evidence that ...
Turkish Airlines: The flag-carrier has achieved global reach with its light-hearted sports-stars ad
24 Jan 2013 | by Lucy Jameson, chief strategy officer, Grey London
was a matter of national pride. A Turkish brand playing on a global scale and being paired with the ...
Brand Manager of the Week: Amy Holdsworth
29 Feb 2012
Marketing manager for Tetley Tea, Tata Global Beverages
Mark Ritson on Branding: PwC's values audit
27 Oct 2009 | by Mark Ritson
Scandals involving PricewaterhouseCoopers in India and the US could well harm its global brand....other countries, PwC's clients are mainly global firms, which are sensitive to misdeeds anywhere in the ...
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