Tales from Russia – Who Can You Trust?

Do consumers around the world really have one thing in common? They find out about a product by means of advertising or a friend. However, not every region is the same when it comes to understanding and trusting that a product will work. In developed markets where name brands have established a level of trust and credibility with consumers, one can hear about a new product, learn its benefits and experience the outcome by a converstation 100% facilitated by a brand. But in emerging markets, like Russia, where brands are somewhat “new,” does this facilitated conversation have the same impact? What media works and where do consumers go first to learn more about a product?

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-Contributed by Stephen Moon