Month: December 2016
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Why too many awesome, amazing, next BIG things fail to take off.
Why too many awesome, amazing, next BIG things fail to take off. It’s that time of year again, so it’s time to reflect on the year that just flashed by. And what a year it was. We had Brexit, we have Trump, and we have some serious global uncertainty. Add in the usual suspects of… Read more
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The Democratization of the Unreachable for the Aspirational: Part 1
The Democratization of the Unreachable for the Aspirational: Premiumization in Asian markets. Part 1 of 3 “Premiumization is persuading consumers to pay more, for a better experience on a given occasion.” Andy Fennell | Chief Marketing Officer: Diageo What is Premiumization? Premiumization is about leveraging key elements of top end products and high-end consumerism and… Read more
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All Black: The Premiumization of New Zealand
All Black: The Premiumisation of New Zealand – Let’s get the party started. New Zealand is a country that challenges a writer’s ability to describe or depict. It’s equal measures of amazing, beautiful, gentle and awesome with breathtaking landscapes and sweeping vistas. It’s full of inventive, positive and super friendly people. As a place to… Read more