Asian brands tap global/local strategies to scale and grow | WARC | The Feed
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Asian brands tap global/local strategies to scale and grow
A new generation of Asian brands are striking a balance between hyperlocal relevance and global stature in their multicultural marketing efforts – an example that growing brands can follow.
Why it matters
To scale and grow in Asia, brands should use local and global strategies to establish brand credibility, say Elly Lau, Zoe Chen and Huiwen Tow from global creative agency Virtue.
There should be an effort to leverage cultural insight to define audiences beyond demographic data, and show genuine effort to spotlight authentic cultural narratives
Takeaways
- Gen Z in Asia explore and express their cultural identity and heritage...
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