Happiness, global brands and Brazil on the go

Issue Four of ‘FutureProof’, the Futures Company’s briefing on strategic and consumer issues, examines the evolution of global brands from the ‘export’ model to ‘co-creation’ which is defined by brand owner and host market collaboration.
It also discusses guiding principles, statements of intent that shape company strategy and create common purpose. These can help create meaning for consumers who look for engaging and relevant brands to enhance their happiness. A summary of Brazilian growth highlights causes for optimism as well as challenges such as the need to improve infrastructure....

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