'Play Buy Share': How brands can adapt to Asia's digital consumers
Low Lai Chow
Brand loyalty is paper thin, declared Leo Burnett's Chief Digital Officer for Asia-Pacific Neil Hudspeth at the recent ad:tech Singapore.
It's not the brand; it's the consumer. More specifically, it's the consumer made restless thanks to digital technology. "It's a very creative, a very disruptive and a very transformative time for everybody. Which makes it equally competitive, equally challenging for all brand marketers to try to engage fully prospects and ongoing consumers," said Hudspeth.
Changing consumer behaviour
In Southeast Asia, particularly in the...