branding
Audi China marketers on launch of new EV brand
In an exclusive interview with Campaign, Audi China's marketers spoke about launching an entirely new brand targeted at younger consumers, competing in China's busy EV market, and picking Zheng Qinwen as an ambassador.
Does your brand have the soul to succeed?
After shepherding billion-dollar brands at HP, Mars, and Unilever through an era where AI threatens to make marketing more mechanical than ever, veteran CMO Siew Ting Foo challenges conventional wisdom with a powerful argument: the future belongs to brands that dare to be human.
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Jaguar's identity crisis: A self-inflicted wound that could have been avoided
Jaguar's baffling attempt at reinvention from feline grace to rock-based abstraction is a masterclass in brand self-sabotage, says Resonant's Ramakrishnan Raja—and it risks destroying the marque entirely.
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Performance vs. branding? You're asking the wrong question
While marketers wage endless war over metrics versus memory, the smartest brands have already moved on, argues Quantum's Saim Qadri.
Is brand sponsorship enough for Asian sports?
As brands embrace grassroots support and local sports initiatives, the VP of Toyota Motor Asia explores how investments beyond ambassadorship are essential.
Landor: Tap branding as the key to corporate transformation
Landor's APAC president Lulu Raghavan says one's brand can make up to a third of the total value of a company.
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