Brand strategy: Keep it simple
Liana DinghileSiegel+Gale
Consumers increasingly want simplicity in their lives, but this can be a challenge for brands and, as Siegel+Gale's Liana Dinghile explains, global brands can be viewed very differently by eastern and western consumers.
Elemental, essential and profitable simplicity is an increasingly hot topic for brands. Indiscriminate of sector, consumers crave simplicity more than ever in a world clouded by complications across a number of channels.
Business is no different. The marketplace is crowded, winning ideas are at a premium and the harsh economic climate means businesses are seeking new ways to drive...