Goal: Human Insights for Global Brands

The goal of this blog is to explore global brands and their future. Traces of global brands have existed as long as communication between people in different parts of world has existed. Since world explorers took to the seas, since people settled in new places. The Greek brand was probably perceived differently by the people Alexander conquered in the 3rd century BC, and differently by the neoclassical painters of the 17th century. To this day, however, the brand ‘Greek’ carries consistent stories (history). Brands are identities deliberately set up and spontaneously perceived. They live in people’s perceptions, and thrive only in as far as they can engage human hearts. Building and managing any identity takes a certain sensitivity about what moves people to action. This sensitivity takes on more complex dimensions when it comes to managing global brands. We call it Chameleon HI for Human Insight – the type that functions like a Chameleon.

Chameleon HI is about insight into a multi-layered market playground. The complexities that come with increased opportunity and globalization’s broad horizons require constantly adaptive human insight.

To know the future of brands, we have to know the future of people. To look into the future of people, we need to understand people now and watch the signs of new values, meanings, and priorities.

Global brands are the result of global-minded people. The 1990’s marked official collapse of closed-system communism and the thriving of free market economies, which led to a lot more moving around of people, business, investment, and ideas. The close of the 20th century was a tipping point towards globalization also because of the internet revolution. As Thomas Friedman very aptly writes in his book, The World Is Flat, we live in a new world where the full possibilities are still up for discovery. What possibilities like dormant? What new priorities do people have in this new boundary-less world? What is the downside that the new generation will react against?