In analyzing 10 markets so far this year, we found that they tend to fall into one of two buckets: fear-fueled and hope-fueled. The hope-fueled markets comprise what are considered the emerging economies: Brazil, India and China. These mind-sets are manifesting themselves in brand behavior.
We argue that brands in established, fear-fueled markets must be more positive, optimistic and aggressive—taking a cue from hope-fueled brands—and we offer recommendations on how they can do this.
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