Build strong brands and develop communications

Michael O'Donohue and Tamsin Addison

Segmentation using values related variables is increasingly being used in Asia to help in the positioning of brands and to drive marketing communications.

Build Strong Brands and Develop Communications

An argument for using consumer need states over values

Michael O'DonohueMcKinsey and Tamsin AddisonDecision Science

INTRODUCTION

Many Asian markets, particularly though not uniquely fmcg markets, are often characterized...

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