• branding

    Posted on October 15th, 2008

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    Brands, collectivism and the tribe

    The upcoming book by Seth Godin adds to the burgeoning literature around tribes.  As multinationals grapple with BRIC, N-11, or where the growth in sales will come from; understanding collectivist cultures is increasingly important.  The dominant individualist paradigm of marketing - driven in large part by psychology as a contributing psychological discipline for branding practices [...]

  • emerging markets

    Posted on September 26th, 2008

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    Is Engagement Marketing relevant for Asia

    With new consumerism and new technology Engagement Marketing is changing the way brands connect with consumers.  Marketers in Asia will increasingly need to provide mechanisms where consumers can interact with their brand.  New Consumerism is evolving in Asia; though this is more evident outside corporate communications than within it. As with communication campaigns, research will [...]

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