Years ago, brand storytelling was about telling a compelling story. Today, that is no longer enough. Everyone can tell stories, and with artificial in...
Collen Qiao is a marketing strategist and business consultant who serves as Vice Principal and Managing Partner of Kotler Marketing Group. With nearly...
Tiger Cao is a global marketing strategist and business leader who serves as Global Partner and CEO of Kotler Marketing Group. With nearly three decad...
Grey Chan is a renowned Chinese brand IP incubator, award-winning creative, and author of The Principles of Super IP Incubation, known for developing ...
Compass...
Case Study...
Coffee is a familiar product. Consumers understand what it is, how it is consumed, and what basic benefits it provides....
Artificial Intelligence (AI) has become an essential part of our daily lives. Most companies are already using AI as a crucial tool in their efforts t...
FIFA’s own branding for 2026 reflected that larger role. The official identity was launched as a celebration of football and diversity, and it was des...
The competitive advantage of modern brands no longer lies in producing more content. It lies in telling stories that become mental shortcuts in custom...
But was the campaign rejected merely because it touched on a sensitive social issue? Or was there also a strategic marketing problem?...
Storytelling is not merely a marketing technique or flowery rhetoric often employed by brands....
Customers are becoming more informed, connected, empowered, and increasingly supported by AI. So, what should brands do to stay relevant in the new cu...
