brandbuilding
The lost generation in marketing
By valuing new and shiny skills over core strategic skills, the marketing industry is missing out on opportunities to develop the next generation of strategic marketers.
The shifting sands of social context
A profound shift is underway, as users migrate away from faceless public squares and toward tighter collectives in digital settings. For marketers, this shift suggests a way through the looming problems of data privacy, writes UM's APAC chief strategy officer.
The mystery of modern media: Mass reach in the age of fragmentation
THE AD CONTRARIAN: The fact that mass reach is harder to achieve than it used to be doesn't mean it's a bad idea. It just requires a more sophisticated strategy—and more sophisticated strategists—to execute properly.
A brand cannot live by definition of purpose alone
While a recent resurgence of interest in the long-term sculpting of brands is welcome, brand definition by itself won’t drive growth. Here's what will, according to the Asia CEO of brand consultancy Cowan.
Alibaba and Kantar claim to redefine brand-building at ‘China speed’
Kantar’s validation of Alibaba’s Consumer Asset KPI will help CMOs optimise their brand-building activities within Alibaba's ecosystem, according to the companies.
Does WeChat really deserve this much credit?
When it comes to brand building and marketing, there is too much hype surrounding the 'everything app' that is WeChat.
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