How to build a brand 'movement'

Chris Thomas, Chairman and Chief Executive Officer of BBDO/Proximity in Asia, spoke at the ad:tech Singapore 2011 conference.

How to build a brand 'movement'

Low Lai Chow

To connect with consumers, brands need to look at creating their own movement, or align themselves with an existing movement, observed Chris Thomas, Chairman and Chief Executive Officer of BBDO/Proximity in Asia, at the ad:tech Singapore 2011 conference.

Why? Movements contain the very attributes that businesses desire to attract, such as loyalty and growth.

"Often [movements] have explosive growth; they always have sometimes irrational but passionate loyalty. They have evangelical believers about the movement and the issue, which if we can win for our brands, can be incredibly powerful...

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