Many brands aspire to become iconic. However, simply creating and designing amazing products is not enough by itself to achieve this, say brand and marketing consultancy Added Value’s associate director, Mélanie Bonnet, and project executive, Caroline Sarkis, who believe that three distinctive levels may characterise the path to reach iconicity, starting from its genesis to its final […] Read more
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
