Brand-Building Series: Practical tactics for marketers

The Brand-Building Series of monthly how-to articles is designed to provide practical tactics that marketers can put to work as they plan and execute brand-building efforts. Applicable to both beginning and veteran marketers, the series is contributed by global marketing consultancy EffectiveBrands, which assists brands by defining purposeful positioning, honing category strategy contextualised to Asian markets and conducting training to groom talented marketers in the region.

Mar 29, 2021

The shifting sands of social context

A profound shift is underway, as users migrate away from faceless public squares and toward tighter collectives in digital settings. For marketers, this shift suggests a way through the looming problems of data privacy, writes UM's APAC chief strategy officer.

Sep 18, 2020

The mystery of modern media: Mass reach in the age of fragmentation

THE AD CONTRARIAN: The fact that mass reach is harder to achieve than it used to be doesn't mean it's a bad idea. It just requires a more sophisticated strategy—and more sophisticated strategists—to execute properly.

Nov 23, 2018

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.

Jun 20, 2018

Alibaba and Kantar claim to redefine brand-building at ‘China speed’

Kantar’s validation of Alibaba’s Consumer Asset KPI will help CMOs optimise their brand-building activities within Alibaba's ecosystem, according to the companies.

Nov 1, 2017

Does WeChat really deserve this much credit?

When it comes to brand building and marketing, there is too much hype surrounding the 'everything app' that is WeChat.

Nov 5, 2013

Brand-building series: The hardest marketing skill to master

In our continuing series of brand-building articles, Hugo Saavedra, senior consultant with EffectiveBrands, reflects on the exhilarating, excruciating commandment to collaborate in order to achieve marketing leadership and success.