10 Tips For Brand Evolution From AirAsia and Singapore Tourism Board

This article offers 10 tips from AirAsia and the Singapore Tourism Board – two high profile SE Asian advertisers – on evolving a brand over time.

As Asia becomes increasingly connected, it becomes imperative for brands to transform themselves to keep up with digitally-savvy consumers in the region. And with more eyes than ever on Asia, homegrown brands can't be lagging behind their Western counterparts.

"It's not so much of change for the sake of changing," said Spencer Lee, Head of Commercial for budget airline AirAsia at the All That Matters conference held in Singapore recently.

"Don't change because of change. You change because you need to innovate yourself to stay relevant," he said.

1. Be open to evolving the brand

With Asian consumers as changeable...

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