The rise of brand purpose in Asia: Understanding its impact on sustainable growth

A BBDO Asia report finds growing demand for brand purpose in the region and BBDO’s Hans Lopez-Vito examines how brands have become an unlikely ally for Asian citizens as they look for help to step up and fill the gap where national institutions often cannot or will not.

One of the most talked about topics in marketing today is brand purpose. Although brand purpose has had more than its fair share of detractors, it continues to be a popular approach to brand positioning and communications. Effectiveness expert Peter Field’s...

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