Global branding

Localism goes global
Marketing Week, June 2020

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

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