added value
A brief history of brand propositions: From USP to CSP
Brands including Herborist, a Chinese cosmetics brand, are tapping into signifiers of tradition as new 'cultural selling propositions'. Panos Dimitropoulos from Added Value deconstructs the concept of CSP.
Brand experts laud J&J transparency; consumers criticise on Facebook
GLOBAL - Johnson & Johnson's (J&J) move to mitigate a reputational challenge over admissions of toxic chemicals in its personal care products has drawn mixed reactions.
OPINION: Brazil provides branding role models for China, India
Brands from Brazil are capturing global attention and allegiance, while their Asian counterparts among the 'BRIC' countries, China and India lag behind, writes Jerry Clode, who leads cultural insight in Asia-Pacific for brand-development consultancy Added Value.
OPINION: The awkwardness of marketing Chinese brands globally
In the current political climate, overt Chinese-ness is simply a competitive disadvantage for Chinese brands overseas, according to Jerry Clode, associate director of cultural insight for Added Value. Perhaps Chinese brands with global aspirations can look to post-war Japan for role models.
OPINION: From celebrity endorsement to true ambassadorship in India
Jerry Clode, associate director of cultural insight for Added Value, looks at the migration of brands from 'one size fits all' endorsements to a more meaningful engagement with celebrities in India.
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