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Editor's Picks
 More than a pretty faceMarketing to the modern Asian woman: Trends to watchVic Corsi, Executive Director Singapore, Landor, 2011
The Singapore Girls advertising may have been updated yet it still has the power to polarise opinion, as the author finds from her immediate circle. But does it reflect the reality? This insightful article about Asian women is full of surprises: did you know that gender pay gaps are closing faster in Asia than in the West? That Asian women spend several times as much as their male counterparts on discretionary purchases? Or that plastic surgery in China is a $2.5bn industry? All of which goes to show that the Singapore Girl may be a more complex figure than in times past.   Braving the new worldHow to dominate the WorldSimon Silvester, 2011
The vast majority of global brands were created for rich Western societies, when the vast majority of the world’s people live in poorer emerging societies. The former are growing older and less prosperous, the latter are younger and growing in wealth. That’s the paradox at the heart of this think-piece, which sets out to ask how you would design a global brand from scratch with the 85 per cent living in emerging markets as your primary focus. The answers are thought-provoking: brands which are first of all visual, which speak to youth, status and even compactness, and which recognize that TV is still the pre-eminent medium in most of the world – just for starters. And in conclusion, Simon Silvester makes a convincing case that reports of the death of mass marketing may prove somewhat premature. |
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Sue Mizera, Young & Rubicam, 2011
This 10-step guide to ‘stellar partnerships’ is fully grounded in well-established brand-building principles.
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Millward Brown, Kantar, 2011
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Landor, 2011
In the future, store brands and national brands will need to work together for mutual success.
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Landor, 360i and GMD Studios, 2011
For anyone pondering the idea of maintaining brand consistency across social media, here are a few pointers from people in the trenches, including Michael Sunden, director in the New York office of branding firm Landor Associates, Sarah Hofstetter, senior vice president, emerging media and brand strategy at digital agency 360i, and Brian Clark, CEO of GMD Studios.
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Landor, 2010
Despite its continuing popularity, M&A has a terrible track record. Reviews find that the chance of an acquisition increasing shareholder value is no better than a flip of the coin. A solid brand architecture plan can greatly improve these odds.
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Landor, 2011
An annual round-up of the latest predictions from Packaging to Petroleum, Social Media to Sustainability.
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Landor, 2010
Also published as a booklet, this piece outlines some of the key propositions brands should follow to be successful.
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