Branding
Why firms are pivoting from ‘China-shedding’ to ‘China-maxxing’
The approach of hiding one’s ties to Beijing has run its course for the bigger players
Brand Quad needs a marketing makeover
Amid geopolitical fragmentation, the ongoing Gulf war adds urgency for the quartet to define itself
Beckham family tensions put spotlight on celebrity trademark disputes
Legal expert says solution could involve limits on use of name
Why SEO isn’t enough: GEO is how brands get seen today
While we used to focus on writing for humans, we must now package content for AI too
When companies lose their way
‘Refounding’ is the process of rediscovering a firm’s essential character
The matcha craze needs more champagne
Why Japan should up its game to protect its cultural capital. Its tea certainly counts as such
Engaging fans beyond the finish line: Lessons from F1
When fans no longer just watch but actively shape conversations and engagements, brands can learn much from the F1 Singapore Grand Prix
Misspelled names may give brands a Lyft – if the spelling is not too weird
Catchy names do not always connect with consumers
You should ask your teens for shopping and investing tips
Millennials say their children are great at spotting trends, leading to a host of new billion-dollar brands
From Gucci to Rolex: The rise and fall of luxury in music
Mentions of expensive brands in songs have sunk, underlining the sector’s bust. Can it reassert itself in popular culture once more?
