What every brand needs is a ‘north star’ that guides them regardless of which market they are operating in, according to Jessica Davey, Chief Marketing Officer at McCann Worldgroup APAC.
“A global brand needs to stand for something. What it stands for can potentially shift and have different emphasis depending on which market it's in, but it should always have a ‘north star’ - as a business and a brand, it should always stand for something,” Davey said at the Advertising Week Asia event in Tokyo recently.
Standing for something as a brand is more important than ever: “We have...