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From new hires and mid-lever managers to c-suite – or top-level management chiefs – and even board directors, corporate learning is garnering an unprecedented level of attention in corporations around the world. Leadership is taking on new meaning. Up and coming executive are being recruited as much for their “soft skills” in teamwork, communication, sustainability, corporate responsibility and ethics as they are for their financial and strategic prowess.
Some observers say that Red Bull's branding is revolutionary, calling it an 'anti-brand' strategy. The company faced additional problems in the Pakistan where there were already many established drinks available.