Brand distinction has made a comeback as marketers return to longer-term thinking after focusing on performance-led strategies for much of 2020.

That was the view outlined by Justin Peyton, Wunderman Thompson's APAC chief transformation and strategy officer, at the recent Spikes Asia X Campaign event.

Why it matters

During the early stages of the COVID-19 pandemic, with revenues and budgets under pressure and trading conditions in a heightened state of volatility, many brands opted for a short-term approach. But an over-reliance on these tactics can undermine a brand’s longer-term prospects.

Takeaways

• Peyton explained that research from companies like Google...