Don’t dismiss aesthetic strategy in building effective brands

At DigiCon Omni, BBH Asia Pacific’s Jacob Wright makes the case for why embracing aesthetics in brand building strategy is the way forward.

Big world issues such as climate change and gender politics may be on the minds of many consumers – but do their concerns impact day-to-day purchase decisions?

Perhaps not, as Jacob Wright, head of strategy for BBH Asia Pacific, recently suggested at the DigiCon Omni virtual conference.

Referencing Google search trends in the Philippines, he pointed out how aesthetics were searched for as often as climate change in 2017 and 2018; at the start of 2020, it became twice as many searches. During the COVID-19 lockdown, however, this interest went into overdrive. “Searches for aesthetics jumped up by three or...

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