How to generate global insights to create global brands

Date of publication: May 7, 2007

Abstract:

The presentation addresses the journey to global insights, acknowledging that simply having a global insight is not enough for building global brands. Having an insight is necessary but not sufficient! The idea that insight is a verb rather than an object forms the central theme of the presentation. 'Insighting' is a process that has to be led carefully following a handful of very fundamental principles. The major processes and their implications will be discussed in depth.

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