brand purpose
How Citi discovered 'True Worth' through brand storytelling
Citi’s latest campaign is driving three in every four new digital clients. Mylene Ong, head of digital sales and marketing at Citi Singapore, shares how the pivot to brand purpose has delivered big results.
Brand purpose: Driving business growth through societal impact in Asia
Consumption and purpose mean different things to Asians than their Western counterparts, opines BBDO Asia's CCO in his analysis of a large study based on consumer data from mainland China, Korea, Japan, Thailand, Philippines, and India.
How brands can authentically connect with Gen-Z Muslims
Muslim communities feel unseen, misrepresented and stereotyped. New in-depth research offers lessons for brands to connect with this group’s younger generation.
The geography of purpose: To succeed globally, brands need to think locally
These days, consumers expect purposeful marketing to not only be thoughtful, but also relevant to their concerns. When priorities differ between not just regions, but countries, how do brands go about activating purpose-led campaigns with authenticity and emotional resonance?
Net zero isn’t enough
What it takes for brands to move from lofty climate commitments to helping create real change and equitable impact.
Are brands communicating to shareholders the value of aligning with a purpose?
Following a major shareholder's criticism that Unilever is focusing too much on purposeful communications rather than its business performance, seven APAC marketing experts discuss whether there is a disconnect between the goals of brands and those of their shareholders.
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