Column by subject

Global branding


The marketing world Campaign, June 2017

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


Another country Marketing, June 2014

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


Bordering on silly Marketing, November 2013

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


Global theory, local practice Marketing, July 2011

Helen identifies the six stages of creating a successful global brand