East versus West: brands and the cycle of sophistication

While consumers in the Western world are increasingly cynical and reserved about brands, the rapidly growing middle classes of the developing world remain largely uncritical and enthusiastic.

East versus West: brands and the cycle of sophistication

Dominic Scott-MaldenJigsaw Research

Although marketing practices are increasingly similar around the world, the way consumers respond to brands differs dramatically. Dominic Scott-Malden describes how consumers in the West view brands with a mixture of sophistication and cynicism, in contrast to the newly emerging middle classes in developing countries, who are wholeheartedly enthusiastic. How long will this last?

Brands are the footsoldiers of capitalism, carrying the philosophy and culture of 'consumerism' across the world.

In this article, I start with the hypothesis originally put forward by Guy Murphy, global strategy director...

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