The last word from the east: Where social is the internet

Barney Loehnis

The rise of the internet across Asia has resulted in a radical difference between what brands can offer consumers and what consumers view as valuable.

The last word from the east: Where social is the internet

Barney LoehnisOgilvy & Mather

Like the tumultuous marks that a glacier leaves as it transcends a landmass, the evolutionary progress of digital in a market also leave indelible scars that define it.

It is not sufficient to simply describe consumer behaviour; as marketers we have to understand 'why' people behave how they do. Seek the deep-rooted cultural and visceral truths — these are the defining marks through which communications can build an 'edge'. For me, there are three perspectives that I have learnt in Asia, that I consider...

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