A new kind of brand is emerging which is both modern and yet non-Western. The typical Western brand is all about authorship, personality and identification; Made By- (and for) the ego. The Interland brand is born out of an ethic that distrusts the ego, having a tradition of unsigned art, avoiding icons. Brands in this region are Made With; less ego, more authentic, subjective; holistic rather than based on social distinctions, rooted and collective. Western brand strategy is reductive, Interland brands are better understood as stories.

The economic growth we have seen in non-Western countries over the last ten years is ...

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