Without a strong brand-building philosophy, many developing companies may never truly emerge to global prominence. India’s strong future growth potential and its increasingly affluent and aspirational population have made it a magnet for major global corporations. Every organisation with serious plans of tapping into the significant customer base has a strong portfolio of global brands…

Smart consumer businesses are unanimous on the critical importance of “multicultural” growth opportunities. Yet companies still cling to misconceptions about how to market to consumers of different racial and ethnic backgrounds. The most significant misstep: Most multicultural strategies and analysis still view consumers mainly via demographics instead of really trying to understand demand. Assuming that…