An overview of approaches to maintaining brand consistency in international projects: standardization rules, organizational processes, and control of local adaptations in a multi-market environment.

With the Super Bowl and Olympics in close proximity, this February provides brands with a rare opportunity to capture ...

If you're interested in joining the boat owner ranks, this list covers the most affordable major boat brands on the market ...

We're very focused on how we show up in our retail partners, reflective of the consumer and of what that partner brings to ...

Innovation doesn’t always mean creating something entirely new. Some of the most remarkable breakthroughs come from observing ...

A breakdown of Mars’ $36bn acquisition of Kellanova, covering market impact, brand expansion, innovation opportunities and ...

Qatar Airways' expansion plans have taken a surprising turn—what might be next for the airline?

The right choice is about aligning your production approach with what you want to achieve, whether that's speed, scale, ...

By Abdullah Yusif MAHMUDIn marketing circles, the idea of a singular, stable consumer identity has long guided segmentation models. Brands built their strategies around fixed personas: “the working ...

Whether due to illness-causing bacteria or inedible materials, there have been many instances of chocolate being recalled — ...