Stella Artois 5%: Let's talk about relationships - A new approach to global brand management
Dan BroadwoodMother Advertising Ltd
SUMMARY
This is a story about a familiar global situation - the need for one global idea that can handle local cultural differences and deal with the fact the brand is in multiple brand life-stages simultaneously.
What's new about this paper is our source of insight and the nature of the resulting idea. Faced with a brand relationship problem we sought advice from experts in human relationships. This provided a whole new set of questions to ask and led to...