Huawei shifts global marketing focus to long-term brand building

Allowing the global organisation to focus on the long term has enabled local country teams to focus on “survival” and the short term. Chinese smartphone brand Huawei shifted the focus of its global marketing team to long-term growth and brand building last year, as it...

Channel 4 reveals new brand purpose in digital focus

Channel 4 has revealed a new brand purpose as part of a five-year strategy that aims to focus the broadcaster on digital audiences and revenue streams amid shifting viewer habits and growing competition. Launched at an event earlier today by CEO Alex Mahon, Channel...

Amazon cements its status as the world’s most valuable brand

Amazon has consolidated its position as the world’s most valuable brand, boasting a 32% increase on last year to reach $416bn. According to Kantar’s new global BrandZ ranking, which covers the 12 months to 7 April, Amazon remains in front of Apple for the second year...