Three millennia ago, Akhenaten began construction of the Egyptian city of Amarna—perhaps the first example of planned urban infrastructure in recorded history. Within a decade of Akhenaten’s death, Amarna was abandoned—ancient evidence that building infrastructure and convincing people to use it are two fundamentally different challenges.
20 Epic Fails in Global Branding
When you’re globalizing a brand, it’s always a good idea to check whether your name, logo, or tag line means something different in the regions where you’re expanding. Here are the 20 worst examples that neglected this crucial marketing step:
- One Belt, One Road (OBOR) has the potential to be the world’s largest trade platform, encompassing one-third of global GDP
- OBOR’s success will depend on the availability of massive funds and the ability to properly deploy those funds
- Enthusiasm for OBOR has so far been fairly strong, and many parties are invested in making it work
The fast and furious growth of the country’s Internet finance industry will inevitably slow. Companies need to begin positioning themselves for sustainable success.
China’s Internet finance industry has boomed in recent years. The country leads the world when it comes to total users and market size; financial-technology (or fintech) start-ups are mushrooming, as are company valuations;
The region needs to build a more diversified and sustainable economic base, focusing on consumers as the pivotal driver of growth both globally and at home.