GLOBAL BRANDS IN THE NEW AD AGE
GLOBAL BRANDS IN THE NEW AD AGE
Author(s): Liana IonescuSubject(s): Theatre, Dance, Performing Arts
Published by: Universitatea Hyperion
Keywords: Global brands; Wunderman; Cannes Lions Festival
Summary/Abstract: The world is full of global brands invented by Westerners for Westerners during the boom in brand creation and adapted for poorer people when the world globalized in the 1990s. But the consumer they were designed for looks nothing like the global consumer of today. New brands and a global mass marketing are needed. At Cannes Lions Festival, Wunderman Agency explained how to build a new global brands. The present study analyses the 20 rules Wunderman revealed on that occasion.
Journal: Cinematographic Art & Documentation
- Issue Year: 2012
- Issue No: 09
- Page Range: 13-18
- Page Count: 6
- Language: English
