‘Glocal’ branding – as the neologism hints – involves a tension. Strong brands should be consistent, wherever in the world they are, but they must also be responsive to their customer base, which will differ from region to region. How should marketers reconcile this? Read More »

Should you invest counter-cyclically in marketing? Should your firm increase marketing spend in a recession? MLC research suggests that there are opportunities to make big wins through Marketing in a recession, but only for those firms who are strong enough to take them.

Given post-recessionary optimism about the global economy, the question may seem a little passé. However, I recently responded to a member who wanted council on this topic in advance of her annual budgeting process – and this member is not alone. In an uncertain world it would be unwise not to ask the question. Read More »