The Future of Global Brands in an Uncertain World: The Power of Co-Creation

As emerging economies push to claim their place in the global economy, the established brands now dominating the world will face a fight to maintain their historical position.

The Future of Global Brands in an Uncertain World: The Power of Co-Creation

The Future Perspectives are thought-pieces with concise, focused insights into important issues of interest to marketing and business strategists. For more information please visit www.thefuturescompany.com.

INTRODUCTION

We live in a time of uncertainty. Since the shock of the 2008 economic collapse, many people feel their foundations have been eroded. The 2010 Global MONITOR report highlighted the fact that living with uncertainty has become a key context shaping consumer decision-making. Correspondingly, there has been profound questioning of things that were previously accepted as gospel, such as...

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