by admin | Nov 3, 2011 | Blog, Brand communication, Brand meaning
From the moment I first saw Heineken’s “The entrance” ad it struck me as a poor attempt to pull off a “Most interesting man in the world” (the long-running Dos Equis campaign). I have to admit that the Dos Equis campaign is one of my favorites of recent years. In fact...
by admin | Jun 27, 2011 | Blog, Brand meaning
A report by The Futures Company called “The future of global brands” caught my eye recently. It recasts the history of global brand building as four “generations”: from the basic “Export model” to today’s prent “Glocalization model.” It then identifies what it claims...
