Branded content—content that carries a consumer benefit, serves the brand, and is presented in an environment that consumers find authentic—is big and getting bigger. It offers marketers the opportunity to build or deepen consumer relationships and provides media companies with new sources of revenue.
A new growth strategy is only as good as the people and organizational practices that support it. Here are five secrets that leaders can use to promote the cooperation and behavior that new growth initiatives require.
China has become a two-speed consumer market. The optimistic, “high-speed” market disproportionately consists of middle- to upper-middle-class and affluent households that are powering consumer spending.