Brand equity in SEA: Why multicultural marketing is vital | WARC | The Feed

With Southeast Asia a melting pot of culture and nuances, Essence’s Yasser Ismail explains how brands can safely navigate multicultural marketing in this diverse region to build brand equity.

Why it matters

For a brand experience to make sense and be remembered by consumers for being “real”, brands have to demonstrate cultural understanding and authentic representation in Southeast Asia, in a way that is diverse and inclusive.

Takeaways