Branding
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Indian brands remain resilient during global slowdown: Kantar
Tata Consultancy Services retains its crown as India’s most valuable brand while HDFC Bank, Infosys, Airtel and SBI make up the top five
APAC Effies 2023: Leo Burnett India finishes second on 'agency of the year' tally
Whisper is brand of the year followed by Oreo and Dutchie Partners Life
Aligning with Taylor Swift is the ultimate brand power move — just ask the NFL
With Swift at the height of her stardom, any brand peripherally aligned with her is reaping the benefits.
How gaming brands are reimagining themselves to capture today's audiences
Pac-Man, Tetris and Monopoly are appealing to younger gamers through their clever use technology, collaboration and consistency.
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Sounds like a hit: How brands are cutting through the noise using original music marketing
As brands continue to go viral on TikTok owing to their clever use of original music, the role of sound in campaigns is becoming less of an afterthought and more strategically significant for standing out in a crowded digital landscape.
Formula One debuts the world’s first ‘kiss-activated’ trophy at Japanese Grand Prix
Clearly innovation at F1 isn’t just limited to what’s under the hood—it extends to every aspect of the sport, including the way in which champions are celebrated.
Tecno's global CMO on how to build a global brand with local storytelling
From traveling around the world to better understand local consumers, and adapting to the ever-changing needs of Gen Z, Chinese mobile brand Tecno's global CMO Laury Longfei Bai shares why he'll "stop at nothing” to build a global brand.
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Why the long queue? The rise of competitive queuing in Asia
Despite a pandemic and the social distancing imperative, it feels like huge queues for product drops never actually went away in Asia. If anything, they're even bigger and more competitive than ever before. So, what's with the queue? Matthew Keegan explores.
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Nimble, lean and focused: The evolution of planners turned consultants
It's never easy setting up on your own, but clients are increasingly finding that a scaled-down, more agile strategy partner is the perfect fit.
Alpro unveils global brand redesign bursting with flavour
As the plant-based milk market booms, Alpro partners with design consultancy, Elmwood, in a global redesign to reaffirm its position in an increasingly competitive market.
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45% consumers regard 'brand trust' as key factor in Diwali shopping decisions: The Trade Desk
70% of respondents say they are ready to spend more during Diwali shopping this year
Can Meta ever match the heights of its Facebook heyday?
BRAND HEALTH CHECK: Following record losses, job cuts, a rumoured cage fight with a rival billionaire, and most recently, a new app to take on Twitter, can Meta mend and march to its former might?
India's brand value: What are the stakes of rebranding a country's name?
SOUNDING BOARD: Experts decode the complexities of rebranding India to Bharat and weigh the risks and rewards of altering a nation's identity
Moutai meets Luckin: A sip of surprise and a formula for viral success?
Baijiu-infused lattes are taking China by storm this week. Whether it's a match made in heaven or a risky bet, only time will tell, but one thing is certain—'Moutai Latte' is the talk of the town, with over 100 million yuan in revenue on day one.
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HSBC tops Design Bridge and Partners x Kantar BrandZ list for Hong Kong
Beating out over 129 other brands to secure the crown, Campaign chats to HSBC's Brian Hui and Design Bridge and Partners' Hannah Duley on what it took to top their charts.
How 'Barbie' is fueling a rise in ‘Brotox’
Barbie-inspired plastic surgery may be felt the most among women, but more men are seeking cosmetic procedures and aren’t immune to the trends.
'Joyced' out: Can Qantas soar beyond its recent scandals?
SOUNDING BOARD: From high profits to high drama, Qantas' fall from grace is one for the books. So, what will it take for the flying kangaroo to rebuild trust and reputation?
Elon Musk may be toxic, but he might not be crazy
After more than ten years of trying to be a successful ad-supported business, perhaps taking a different path is the right thing to do.
Need to develop measurement solutions that allow businesses to evaluate lead generation: LinkedIn’s Valerie Beauchamp
LinkedIn's vice president, global head of agency education and development, delved into how marketers should navigate the ever-shifting currents of B2B, LinkedIn's capabilities for campaign effectiveness and the importance of measurement.
Why brands need to play catch up when it comes to opportunities in women's sport
The FIFA Women’s World Cup 2023 was a turning point for women's sport, but while some brands are capitalising, others are still slow to recognise the opportunities to reach a highly engaged audience.
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