Brands and consumer power: Who is really in control?

The war in Ukraine that we have witnessed since the end of February 2022 has caused a strong reaction from …

Segmentation! – A winning and profitable shortcut to your growth segments

Will sales of a new protein powder get a push from those who neither exercise nor believe in supplements? No, …

Global companies face the ever-present challenge of combining their brand consistency with the different local contexts in which they operate. …

– how global brands depend on local insights In today’s globalized world, more and more companies operate across national borders …

A completely new type of product is to be launched, it is super smart and there is nothing like it …