The last word from the East: The five insults in brand building

Barney Loehnis
Ogilvy & Mather

Some people say that it is the little things that make the big difference — not the big overblown statements of love, not the fast cars, luxury travel and secondary homes, but the small tokens, texts and handwritten notes that tip the balance in favour of long-lasting friendship and love. People don't need everything to be perfect – but they do want to see genuine care and attention personalised to their needs. When it comes to communication, it's the quality of content, not its size that matters.

As we craft social and mobile-centric strategies in emerging markets for global brands, there are five challenges that brands must overcome: I call them the five insults because most chief marketing officers seem insulted by the implications that the brand must learn to retell its story to adapt to these new consumers and emerging digital formats.