- Purpose continues to be a popular strategy for many brands in Asia that successfully plug into the social and cultural change that is still under way in many territories.
- User experience is starting to play an important role in brand differentiation, so smart product or packaging ideas are emerging within Asian communications.
- Channel choice was core to an effective strategy in many of the winning cases, and in some instances, the particular target audience and the means by which it was reached ended up reframing the brand, building awareness and engagement, and adding to the bottom line....
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