Carlsberg, a world-renowned beer manufacturer, announced April 5 that it was ready to start brand re-positioning aimed at doubling its profits by 2015. Appearantly, global expansion is not enough for the company. As Jørgen Buhl Rasmussen, Carlsberg’s CEO, has put it, though the brand is known all over the world, its sales simply do not measure up to its brand recognition.

You are welcome to share your thoughts on this article written by Greg Taylor, Founding Partner and Director of Brand Provocation at Elmwood

The incredible events of recent weeks have seen protesters in Tunisia and Egypt bring about the downfall of their autocratic leaderships. Their success has triggered similar social unrest in neighbouring countries such as Bahrain, Yemen and now Libya. The repressive and inefficient nature of these selfsame rulers caused widespread poverty that went unchecked for decades.