Category Archive: Global

Sound Branding: How music can act as the glue to strike a cord with consumers globally

When it comes to building a global campaign, most people will naturally think of visual and copy content – expressing the universal truth with locally relevant images and articulating the global messages with… Continue reading

Not all videos are created equal (and definitely not all in the same country)

The increasing popularity of using pictures and video to share on social media is driving a huge trend for using moving images to tell the brand story. Speaking at an event in June… Continue reading

Coca-Cola’s One Brand Strategy. A Balance Between Logic and Magic.

Coca-Cola recently announced their “One Brand” strategy. A series of changes affecting the advertising campaigns for the portfolio of brands, and the detail packaging design alignments were announced. This shift from brand-specific advertising… Continue reading

Encouraging local creativity: You can’t tell creative people to be creative, but you can let them.

It’s Chinese New Year on February 19. The Spring Festival is regarded as the most vibrant gift giving and shopping season in China, and therefore one of the major push for many leading… 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

Unleashing the global creative potential within us all

In an interview at Cannes Festival of Creativity this year, Sir John Hegarty responded to the question about the state of creativity in the ad industry. He raised the concern about the effectiveness… 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

The Airbnb identity: More than a trademark, it’s a movement.

Airbnb had just unveiled their new identity as part of a brand overhaul. Many people would say that it’s time for the brand to think global. Afterall, in 2013, it was reported that more than… 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

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