Asian hipsters? What brands should understand
Yes, Asian hipsters exist, even if they would resent being called by the name. Paul Galesloot of Cowan Asia talks about how brands can approach this 'counterculture'.
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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.