brand building
The summer of the slow burn artist
From Tinashe’s ‘Nasty’ to Charli’s ‘Brat,’ how the delayed success of your underrated favourites is changing the logic of virality.
Restoring brand confidence in the age of cancel culture
Being cancelled by a mass audience is a terrifying prospect for any brand, and with social media and the court of public opinion reigning supreme, VFS Global's Sukanya Chakraborty talks about the importance of on-point crisis communication to turn the tide.
The brand-building power of e-commerce
Why it’s time to think differently about the role of e-tailers to grow your brand.
Asos: We focused too much on performance marketing with ‘insufficient’ brand spend
Ecommerce fashion retailer plans to spend more on "awareness" and "story-telling".
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Growing your brand in turbulent times
Balance brand purpose with growth with an in-the-moment brand equity evaluation.
How performance marketing and brand-building can get along just fine
Dentsu’s APAC media chief outlines the prospects for the new iProspect.
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