Konstantin Pinaev, Moscow-born head of co-creation at Thinktank, has compiled a list of 10 things marketers should know when mulling the
Russian market. Some items: brands, as we understand them in the West, did not exist in Russia until the early 1990s. Thus, the world of brands is dynamic, heritage is often slender, reputations
aren't established and consumers are fickle. He adds that many people will be surprised by just how strong local champions can be.
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