Flamingo's Emma Gage outlines the rigorous approach that's necessary to enter 'frontier markets', where seemingly low-hanging fruit can be anything but.
Women are a hot topic for marketers at the moment. Brands across the world are seizing the opportunity to align themselves with pro-empowerment messaging, in a bid to tap into more emotional spaces and to stand for something bigger.
The region's unique perspective on innovation carries important lessons for brands, writes Emma Gage of Flamingo Singapore.
Attention planners: There's far more to mothers than you seem to be aware of. Here, Emma Gage of Flamingo attempts to cure you of your reductionist viewpoint and clue you in to the difficult—and evolving—challenge of being a modern mum.