The power of brands
Sir Martin Sorrell
The image has a painterly quality. Against a glowering sky, an ecstatic crowd of sports fans celebrates an unseen triumph. Some of the young men punch the air, others scream with joy, yet more raise wordless scarlet banners. The work – promoting sportswear – is sharp, memorable, brilliantly composed. It could be Nike, Reebok or Puma. But the company is ANTA, based in Jinjiang, in southern China. Not heard of it yet? You will.
ANTA's slogan is 'Keep Moving'. And so it is, leading the next generation of Chinese companies beyond efficient, low-cost...