Found in translation: redefining a western brand in an eastern context
Dominic LefebvreThe Leading Edge, Singapore
Andrew PovolnyThe Leading Edge, Australia
BLENDING CREATIVITY WITH RIGOUR: THE THINKING BEHIND BRAND REVELATIONS
The marketing and consumer world is now more than ever one of proliferation, clutter and competitiveness. Yet most brand guardians necessarily seek to 'own' a clear and unique positioning for their brand within the marketing landscape with which to engage and motivate consumers. The case study within this paper illustrates how the Brand Revelations process enabled Pizza Hut Korea to address this very issue. The Pizza Hut brand...