GSP PERSPECTIVES

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Understand what drives growth.

Guided by our approach to brand loyalty growth,
Focusing on how brands, AI marketing, and technology transform business.

Latest insights

Fresh perspectives across branding, AI marketing and technology, published in rotation.

BrandPublished2026-10-11

In addition to joint names: Jordan Brand re-engineer the brand content engine using Space Jam 's thirtieth anniversary

Jordan Brand used the thirtieth anniversary of Space Jam as an opportunity to launch a cross-motion product line, a new generation spokesperson campaign and long video series, and to upgrade YouTube to Jordan TV. This goes beyond the sale of shoes to the transformation of sports and recreational assets into a sustainable narrative system that seeks to increase simultaneously on the intellectual and moral boundaries of young people.

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BrandPublished2026-10-08

When Nike turned retail marketing into a growth hub: EMEA running training synergized with the SKIMS channel.

Nike EMEEA recruits retail marketing officers to focus on running, training and SKIMS, covering the camp and wholesale landscape. This paper examines how the post translates the global strategy into local implementation, providing a framework for action for synergies, organizational division of labour and assessment of inputs for brand advice.

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BrandPublished2026-10-05

Pre-merger recruitment of Polish food marketing directors: lead card position for brand integration rights

Unilever initiated the recruitment of senior Polish food marketing managers in 2026-9, prior to the completion of the food business and taste merger expected in 2027, to bring brands, classes and profit responsibilities to a country ' s leadership team and to set the interface between brand assets and organizational capabilities during the integration period, rather than waiting passively for the transaction to land.

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BrandPublished2026-10-02

Coca-Cola takes the client business and McDonald's system into two lines of reporting: the key to channel branding is not who's in charge, but how to divide decision-making.

2026-9-28 Coca-Cola announced changes in client business and McDonald ' s team personnel: Mercadé was transferred to the post of Chief Client and Business Officer, Stewart took over the McDonald ' s Department and reported directly to the CEO. This paper analyses the operational implications of this adjustment from the governance structure, value mechanisms, organizational division of labour and sequencing of location.

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BrandPublished2026-09-29

McDonald's NEXT strategy: moving from scale efficiency to rebalancing shares and experiences

McDonald's 2026 released the NEXT strategy, setting targets for an increase in the share of 2030 chicken and beverages by 1.5 percentage points, an increase in the turnover rate to the mid-point of 50% and an increase in efficiency at the restaurant level of approximately 250 basis points, and launching the Make It Golden experience commitment. This paper analyses the business logic and implementation conditions for moving from efficiency of scale to a rebalancing of share and experience.

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BrandPublished2026-09-23

Stouffer’s experience role: connecting brand insight, products and channels

A senior associate vacancy connects consumer insight, communications and the digital shelf. Comparing it with Hot Pockets and P&G helps identify the handovers that make experience responsibilities operational.

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BrandPublished2026-09-22

During a proposed foods combination: handing over customer commitments and product data

The proposed combination of Unilever Foods and McCormick raises questions about continuity of customer relationships. Verified announcements and GS1 product-data methods frame an analysis of joint plans, inventory and item identity.

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BrandPublished2026-09-21

Hot Pockets’ combined CX/PX role: bringing product promises into launch review

A brand-manager vacancy connects consumer experience, product experience and commercial execution. Stouffer’s separate responsibilities and P&G’s five dimensions of superiority help examine claims, launch handovers and organizational choices.

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BrandPublished2026-09-20

Coca-Cola’s Q2 disclosures: keeping brand narratives traceable

The earnings release, quarterly filing and call materials serve different purposes. The July 28 Q2 release and an SEC reading guide help distinguish traceable disclosure from demonstrated audience trust.

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BrandPublished2026-09-19

IKEA Canada’s naming campaign: stories, availability and product identity

An anniversary campaign turns the origins and pronunciation of product names into consumer content. WIPO search guidance and GS1 product-data methods help separate storytelling, market availability and item identification, then test their value.

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BrandPublished2026-09-17

Nespresso’s retail role: standards, store experience and local judgment

A vacancy spans merchandising, activations, new stores and budgets, without establishing the full authority structure. Nespresso’s service description and Apple’s historical retail-learning program help examine how standards become workable store routines.

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BrandPublished2026-09-07

IKEA turns new products into reasons to return: brand promises need operational follow-through

IKEA used new product stories in the U.S. to invite customers back, and in Europe it delivered affordable design through price and supply chain actions. The two announcements this week raise a brand management question: can the promises customers believe in be confirmed at every touchpoint?

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2026-09-14

The growth of brands in the AI era is entering a new phase of “recommended by AI” — core ideas shared by the GSP gold source, Dunfield, on the 14th issue of the real brand Talk

9, Shanghai, 10. The 14th event of the "real brand Talk" was organized around "How AI Drives Busines…

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2026-09-11

How Can Brands Find New Growth Entry Points in the AI Era? GSP Innovation Consulting Founder Deng Fei Appears on "True Brand Talk Episode 14" Sharing Record

2026/9/10, Shanghai. An industry exchange centered on "how AI drives business growth" was held at Do…

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2026-08-31

GSP@International Fruit Expo: A New Path for Fruit Brand Growth

The world's finest fruits gather in Shanghai, with nearly 300 exhibitors from over 60 countries and …

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See what's changing.Understand what drives growth.

Latest insights

In addition to joint names: Jordan Brand re-engineer the brand content engine using Space Jam 's thirtieth anniversary

When Nike turned retail marketing into a growth hub: EMEA running training synergized with the SKIMS channel.

Pre-merger recruitment of Polish food marketing directors: lead card position for brand integration rights

Coca-Cola takes the client business and McDonald's system into two lines of reporting: the key to channel branding is not who's in charge, but how to divide decision-making.

McDonald's NEXT strategy: moving from scale efficiency to rebalancing shares and experiences

Stouffer’s experience role: connecting brand insight, products and channels

During a proposed foods combination: handing over customer commitments and product data

Hot Pockets’ combined CX/PX role: bringing product promises into launch review

Coca-Cola’s Q2 disclosures: keeping brand narratives traceable

IKEA Canada’s naming campaign: stories, availability and product identity

Nespresso’s retail role: standards, store experience and local judgment

IKEA turns new products into reasons to return: brand promises need operational follow-through

The conversation continueson WeChat.

WeChat Official Account Article

The growth of brands in the AI era is entering a new phase of “recommended by AI” — core ideas shared by the GSP gold source, Dunfield, on the 14th issue of the real brand Talk

How Can Brands Find New Growth Entry Points in the AI Era? GSP Innovation Consulting Founder Deng Fei Appears on "True Brand Talk Episode 14" Sharing Record

GSP@International Fruit Expo: A New Path for Fruit Brand Growth

See what's changing.
Understand what drives growth.

The conversation continues
on WeChat.