100 BEST GLOBAL BRANDS TRUMOIL IN THE RANKINIGS

摘要

Last fall, as the recession deepened, Microsoft's chief marketer, Mich Mathews, got an e - mail from her team in Australia. Believing that the up -beat advertising copy supplied by headquarters was unsuited to the times, the Australians informed her they had junked it and made their own ads. Mathews recalls the Australian campaign as slapdash and off-brand; it usedrnthe glass half-empty vs.