Asian trends, creative MR and the myth of global brands: Insights from the ESOMAR Asia Pacific conference
Manfred Mareck
In almost every session of the 2013 ESOMAR Asia Pacific conference, held in Ho Chi Minh City, presenters showed that Asian markets are much more culturally diverse than western marketers may think. This in turn suggests that a one-size-fits-all approach to the region is likely going to fail.
Of course, in simple terms of distribution we have an increasing number of globally-available brands. But dig a little deeper and the picture becomes more complex.