Even before Covid, consumers showed more affinity for local brands. How can the big global players fight back?

Is tension between ‘the centre’ and ‘the regions’ inevitable? And what can be done to help prevent it?

When it comes to global branding, the greatest schism is not between countries, or points on the compass, but between rural and urban

Ever wonder why brilliant ideas are rejected by local marketers? If you want to know how to get past the branding border control, Helen can help

Helen identifies the six stages of creating a successful global brand