Brands can do good by harnessing technology: WARC

Anil Thakraney

Brands can find their purpose by using technology in smart ways – from telcos, to multi-vitamins to charities and more – and fight disruption at the same time.

Brands can harness the power of technology to do good in society and fight the impact of category disruption, according to Edward Pank, Managing Director of WARC Asia Pacific.

According to the WARC report Marketer’s Toolkit for 2019, around 800 marketers from around the world said that they are threatened by category disruption.

“Disruption is often driven by challenger brands that focus on human-centric innovations with alternative business models, and these businesses are primarily online and are not burdened by legacy structures. So how can tech for good help to fight disruption and help brands become disruptors themselves?”,...

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