Globeone at the German Marketing Day
There couldn’t be a more fitting motto: Last week, 800 marketing and communication professionals met under t...
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To Grow or Not To Grow – 10 Strategies on How to Build Your Brand in China
Full house for Globeone’s presentation on the top 10 strategies for brand building in China at Servicepl...
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“Corporate Purposes”: A multi-guide, but not a cure-all
Why Swiss brands need to accelerate when formulating their corporate purpose and what key considerations need ...
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Ready for the social media firestorm
Digital firestorms threaten brands all over the world if they hurt religious feelings, offend minorities or br...
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GOOD RELATIONS ARE HALF THE BATTLE: THE POWER OF RELATIONSHIPS AND POLITICS
Especially in major growth markets, governments still play a key role at all levels in brand building. ...
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The mobile revolution in the digital universe
Think Mobile: The “great migration” from traditional PCs to mobile devices has created a completel...
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Digital Leadership: Four principles of digital brand building
For many companies in growth markets, social media have replaced television as the most important communicatio...
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Digital Emerging Markets: The Era of Tweets, Likes and Uploads
People in international growth markets usually tweet, like, upload and share information much more intensively...
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Brand Schizophrenia: How to avoid split identities in target markets
The more international brands invest in the target countries of their expansion and are perceived as local pro...
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Premium for everyone: Two factors that reinforce the trend towards premiumization
Everyone wants premium, hence our authors explain two decisive factors behind ‘premiumization’ in ...