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.
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.
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins