Boldness - the new spirit of Asian consumers

Shaziya Khan, vice president and strategic planning director at JWT India, explains how she used the concept of the Spiritual Quotient (SQ) to help understand the people of south and south-east Asia.

Boldness – the new spirit of Asian consumers

Shaziya Khan

'Asia is not going to be civilized after the methods of the West. There is too much Asia, and she is too old' – Rudyard Kipling, 1891.

From a marketing and business perspective, everyone swears by the promise of Asian progress. Demographic and economic highlights evidence the pro-Asia shift among businessmen. But to build really big brands and businesses here, we need to look beyond the familiar numbers. We need to understand the Asian people with our guts, not just our heads.

SEEKING TO DEFINE A SINGLE, SIMPLE 'HOOK' FOR...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands