With a population of nearly 700 million, Southeast Asia’s diversity means brand campaigns have to speak the local language, say Goodstuph’s Jeremy Chia and Fajar Kurnia, who explain how to be successful in multicultural marketing.

Why it matters

It's not hard to speak to Southeast Asians; brands can start by speaking to some in the region by tapping into interests, tribes, communities of like-minded people, or partner with one another to have a halo effect on other audiences.

Takeaways

• Big “aspirational” global campaigns do not work as well any more, because Southeast Asians now have many local choices.
• It's...