Category Archive: Consumer Insights

China: where all the rules of marketing matter

When I started writing this blog I asked myself what it should focus on. Should it be about branding – adapting the brand identity, developing the Chinese brand name (from the legal entity… Continue reading

How do global brands adapt the advertising for the local market? Start with the product.

When developing a global campaign for a local market, the first thing many people might consider is how do we maintain the global idea and adapt it in a creative way so that… Continue reading

The age of customization: You don’t own the idea. The consumers do.

You can tell a lot about a person by the apps on the front screen of their phones. For Apple, you can tell a lot about a person by the front cover of… Continue reading

Localize the product, not just the name.

When a western brand enters a foreign market, a lot of people will first set sight on the name. However, a name, as important as it seems, is just part of the defining… Continue reading

JOMO: The trend that leads us to a mindful way of living

It has become very difficult for us to think about just one thing at a time. In the process, we have all become self-confessed information junkie. We absorb everything from every sources, and… Continue reading

Building unique brand experiences in local markets

There is a subtle difference between brand pushing messages to consumers, and letting consumers discover what the brand represents. Recently, a giant pavilion in the shape of a Louis Vuitton suitcase emerged on… Continue reading

Great idea is an idea well-shared

Great global ideas do not come about easily. There is always the challenge when an idea works really well in one market, but does not resonate with the consumers in another. There is… Continue reading

Be an ‘ambassador of clarity’

It was a blast at the recent first ever Advertising Week Europe in London. There were truly diverse viewpoints from a wickedly broad representation of thought leaders in the industry. True, it was… Continue reading

Data provides the context. Creativity makes it happen.

There are certain debates that seem almost impossible to have a conclusion. …Left brain versus right brain. …Is advertising an art or a science? …Is technology an enabler of creativity or in fact… Continue reading

Collaboration and co-creation: How creativity works hand-in-hand with data

Topshop is no stranger to creating social media sensations. Last year, Topshop took the high street fashion chain’s social presence to a global level when they collaborated with Facebook on a “Customize The… Continue reading