brand purpose

Jul 4, 2023

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.

May 2, 2023

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.

Feb 9, 2023

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.

Jan 17, 2022

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.