Brand purpose in Asia

This BBDO Asia report finds growing demand for brand purpose in the region, where companies are becoming unlikely allies for Asian citizens as they look for help to step up and fill the gap where national institutions often cannot or will not.
  • The study focuses on consumers in China, Japan, South Korea, Thailand, the Philippines and India.
  • Amid income inequality, consumers expect brands to help them access affordable products/services and help communities thrive.
  • Brand leaders must avoid the pitfalls of developing purpose narratives that are nebulous and too conceptual....

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