New world order for global brands
J Walker Smith and Andrew CurryThe Futures CompanyStokes JonesLodestar Innovation
Since the shock of the 2008 economic collapse, many people feel their foundations have been eroded. Correspondingly, there has been profound questioning of things that were previously accepted as gospel, such as globalisation. Now, some of the key features of globalisation are being called into question, particularly those that affect the future of global brands.
Although many beliefs about global brands feel more fragile than ever, there are many beliefs about branding and marketing that are increasingly sure.
In...