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The Internet of Things and the Purpose of Brands

The Internet of Things (IoT) has moved beyond the realm of prediction, conference panels and planning. It is no longer…

Mobile Chinese online shoppers are transforming the economy

On Singles´ Day 2016 (November 11), China´s E-Commerce giant Alibaba smashed its own sales record with a turnover of almost…

Global mission, local DNA

Brand Building and Marketing in Key Emerging Markets 25 Strategies and Frameworks for Brand Growth Part VII Welcome again to…

Brand Purpose: Why the Unilever takeover was never going to happen

It would have been one of the largest deals in corporate history. The merger would have dethroned Nestlé as the…

B2B Companies Increase Spending on Brand Strategy

A new study by Boston-based consultancy Spencer Brenneman, a brand transition specialist, makes an interesting and promising forecast: „In the…

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