Brand strategy in the 21st century: Insights from Guy Murphy and Adam Morgan
David TiltmanWarc
Since the turn of the millennium, globalisation and digitisation have transformed brand strategy.
Two speakers at the APG Big Thinking on Strategy event in London picked up on the changing business environment in which strategists have to work. In particular, they focused on the strategic needs of two important new 'types' of brand:
- Guy Murphy, Worldwide Planning Director of JWT, looked specifically at the rise of global brands, and the need for strategists to understand the 'theory' behind global brands, and how...