Kate Nicholson
May 19, 2011

INSIGHT: Smaller brands find value in being different

Applying individual marketing philosophies and eschewing conventional norms is paying off for some brands in Asia.

Banyan tree made its name by being contrarian

There is something in the air in Asia that is fertilising an increasing number of little tigers’ or niche brands. And it would seem that it’s a consumer appetite for brands that go against the norm.

Take Banyan Tree Hotels and Resorts. It was born because it went against the current convention that a hotel must have a beach. Founder Ho Kwon Ping built a hotel with villas rather than rooms, each with their own...

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