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Market Leader: Quarter 1 2013

New thinking, different perspectives
Iconic brands have appropriated some kind of universal value deeper than just a transient meaning. By that definition there is a limit to how many 'iconic' brands the world can accommodate. The focus of this issue examines what this will mean for the future of global brands, as more brands seek to occupy privileged positions with consumers.


GLOBALISATION

Global brands world order

New world order for global brands

Since the shock of the 2008 economic collapse, many people feel their foundations have been eroded. Correspondingly, there has been profound questioning of previously accepted truths, such as globalisation. Now, some of the key features of globalisation are being called into question, particularly those that affect the future of global brands.


WINSTON FLETCHER

ideasA tribute

Four recollections of the late Winston Fletcher together with a selection of his articles


IDEAS AND ISSUES

ideasOver to you

A tribute to Simon Silvester and opinions on nation branding, customer experience and innovation.



CHOPPING BLOCK

Jeremy BullmoreJeremy Bullmore

No, it wasn't one giant leap for marketing


MORE INFORMATION

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OPINION

opinion

Editorial – Judie Lannon
Too many iconic brands?

Viewpoint – Chris Grannell
Startups: Avoid big company ways

Speaker's Corner – Mark Earls
Face-to-Face Book: A reality check

Trendwatch – Melanie Howard
'Managed discovery'

The Last Word – Rory Sutherland
Wanted: A new economic model


LETTER FROM BERLIN

Daniel PlettenbergDaniel Plettenberg

Be rational to reach the emotional German


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