Global brand planning - emerging brand wisdom

The future of brands shouldn't be imagined from within a fear of growing complexity and potential for error, but with a view to exciting consumers.

Emerging brand wisdom

Guy Murphy

Developing markets can teach us how to engage with brands in 'brand play' as an antidote to western brand-weariness

I'm sure many planners have recently wished they were working in a time gone by. A time when consumers were easier to understand (and influence), the media marketplace was simpler, there were fewer markets to consider and clients were more willing to give agencies power over the breadth of their brand activities. No doubt there is complexity now that our forefathers didn't face but, as Jeremy Bullmore so eloquently points out, it wasn't as if people...

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