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BOOK REVIEW: Made With - The Emerging Alternative to Western Brands

The book has an intriguing premise. Muslim countries make up half of the CIVETS group (Colombia, Indonesia, Vietnam, Egypt, Turkey and South Africa) and the Next 11, in which the new ‘Googles and Cokes’ will come from. The West needs to start to take greater notice of brands emerging from these rapidly developing countries, and to look at the way brands are formed and communicated which is different from Western practice, from which we can learn. The author John Grant believes these emerging brands celebrate craft, are collaborative and collective tellers.