Strategic marketing consultancy, Added Value, is describing 2015 as ‘The Year of Enrichment’. In this article, it details three of the six cultural themes that have led to this description, and highlights how they can impact brands. Introduction Decoding the signs and symbols present in culture to identify the key cultural codes at play can […] Read more
With fast-rising disposable incomes and a growing middle-class consumer culture, multi-national brands have been salivating at the thought of taking their brands to the over a billion potential new customers in India. Unfortunately, many multi-national brand owners have struggled to get it right in that country. Ill-prepared examples abound of brands and products that sell […] Read more