IS THERE A RECIPE FOR A GOOD CHINESE NEW YEAR AD?

Article by ICG member Felicia Schwartz, China Insight.   Usually the Oscar nominations and Chinese New Year campaigns fall around the same time of the year, giving rise to similar discussions in marketing and other circles as to “who did best?“ The answer lies...

RECORDING: Mushrooms have a branding issue

This webinar has been generously sponsored by Indeemo   Mushrooms are having a moment. But as the functional shroom category booms (think mushroom coffees, teas, powders, supplements, chocolates, blends and super blends), what does it mean to a myco-curious...

Brand Purpose: Making The World Better Or Splitting It In Two?

Article written by ICG member, David Hopper. Brand purpose has for some time been the buzz in marketing discussions and has become synonymous with social causes. But for all the good intent, it can also seem preachy or polarising or rely on simplistic assumptions...

How to ‘Unwrap’ the Plant-based Brand

ICG Member Caroline Thompson discusses the ever-complex and evolving consumer market of plant-based foods. https://www.linkedin.com/pulse/how-unwrap-plant-based-brand-caroline-thompson/
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