Nation branding for countries that are transitioning to democracy after decades behind the Iron Curtain carries unique challenges because the identity of many smaller countries was erased under communism.
Brand & Reputation
The world of branding is in turmoil.
Advertising is losing the strategic relevance it once had. Content marketing and storytelling are seen as the new keys to branding success.
Shanghai. 26 degrees and an unusually blue sky in September: Ronald McDonald was performing on stage with friends Grimace, Birdie and Hamburglar at McDonald’s annual McHappy Day Run. A Chinese boy of six demanded, “Who is he?
Our co-founder, Ben, would often say, “Why leave your values at the door when you go to work?”
Good point. Since business is arguably the most powerful force for change in the world, a good value system seems to be a sage idea.
Shanghai. 26 degrees and an unusually blue sky in September: Ronald McDonald was performing on stage with friends Grimace, Birdie and Hamburglar at McDonald’s annual McHappy Day Run.
Jim Wilkinson explains why the Alibaba Group has a front-row seat on China’s vital changes and how he is helping Alibaba achieve its global goals.
More than 20 years have passed since Swedish communications technology giant Ericsson realised the value of having those responsible for the company’s communications present at the executive table.
Dr Mukund Rajan serves as a member of the group executive council at Tata Sons, and is the Tata brand custodian and group spokesperson.