The last word from the East: Does consistency matter?

This article considers why Asian brands are generally less concerned than brands in the West with the consistency of ideas and taglines.

The last word from the East: Does consistency matter?

Edward Bell FCB Greater China

When I was back in Melbourne a couple of weeks ago, I saw a new Victoria Bitter beer ad on TV. Only that it wasn't. It was the exact same idea, music, storyline and voice-over that ran for decades until the 1990s, when new management thought they cou

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