Brand management – local jewels and global heroes

I’m always fascinated by brands that successfully cross borders. Much of the appeal of this high-risk sport is the inherent danger that something vital to a brand’s DNA will be lost in translation.

So I was in high spirits when I settled down for the pre-lunch session in the Charlottenburg Suite, the number two auditorium here at the Inter Continental, to hear an Ipsos duo – one from China and one from Germany – talk about the intricacies of introducing brands to new markets.