shorttermism
Nov 23, 2018
A brand cannot live by definition of purpose alone
While a recent resurgence of interest in the long-term sculpting of brands is welcome, brand definition by itself won’t drive growth. Here's what will, according to the Asia CEO of brand consultancy Cowan.
Mar 23, 2018
Short-term 'sugar rush' can seduce marketers
Amid all the focus on setting up digital platforms and acting on real-time data and incentives, marketers may be forsaking long-term brand building at their peril, says Cathay Pacific brand chief Edward Bell.
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