News — Branding

s. These are brands that you see everywhere, no matter where you go. Developing a global branding strategy has a lot of benefits, like cutting down marketing costs and eliminating the need to retool your brand when you enter a new market. But it’s not without its challenges—creating a brand that’s as appealing to other cultures as it is to your own can be incredibly challenging. In this article, we’ll cover the challenges of global branding, the benefits and a few tips to help you get your global branding just right. Global branding takes a whole lot of research and...

s Now that consumer packaged goods companies have shown they can create products and sell them directly to consumers, it’s time for them to step up their strong suit: marketing. Some of the latest moves in the business show they are doing just that. The first example of such a move comes from Kellogg’s. As part of its Kellogg’s Family Rewards program, it is wrapping up a D2C promotion that is unique for its marketing-first approach and for its product bundling. The promotion started Sept. 20 for its Special K brand. Called the “Special K Blursday Go-Away Kit,” the company...