This article highlights the importance of not only the budget investment perspective but also the consistency in how brands show up in China through a 'dragon tail' effect. China’s consumer behaviour ...

Like many brands, Nike—historically known for its emotional storytelling through iconic campaigns like “Just Do It” and ads featuring athletes like Michael Jordan—increased its focus on ...

There's no denying that tequila is having a moment. The celebrity playbook has been followed to the letter: Launch a premium bottle, wrap it in a sleek label and let personal brand equity drive ...

PALM SPRINGS — The Estée Lauder Companies may count several billion-dollar brands, including Clinique, MAC Cosmetics and La Mer, among its portfolio, but it isn’t immune to efforts to better balance ...