Is this tribe local or global? The role of attitudes and behavior in building passionate consumer relationships with brands in Asia

The debate around globalisation continues. Key commentators warn us that the marketing strategy pendulum has swung too far towards one-size-fits-all versus local relevance.

Is This Tribe Local or Global?

The role of attitudes and behavior in building passionate consumer relationships with brands in Asia

Rimmelle FreedmanMillward Brown Asia Pacific, Australia

LiLian YapMillward Brown Firefly

Gordon PincottMillward Brown ME

David ChantreyMillward Brown ME, China

THE TRIBAL CONSUMER

At previous platforms Millward Brown have talked about the four key drivers of brand success – crucially we said that the brands which are clearest about the values they stand for are the brands which tend to be most successful in the market place – and about the mix of communication channels to...

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