Brand & Communication

Brand & Communication

Reaching Asia’s Affluent Millennials

Millennials: the latest group that advertisers are looking to reach, even though there is still no consensus on when this generation starts and ends....

Powering Your Brand for Growth in Southeast Asia

The recent release by WPP and Millward Brown of the 2015 BrandZTM Top 100 Most Valuable Global Brands showed that brand value has risen...

What’s in a Metaphor? What global brands can learn from local cultural and emotional...

TapestryWorks recently conducted some fascinating research into the meaning of beauty for Muslim women in Indonesia and Malaysia. The self-funded project looked at the...

The Modern Muslim Opportunity

There are estimated to be around 1.6 billion Muslims in the world, or about 23% of the world’s population. In Asia-Pacific, where around 62%...

Women in South East Asia: The Rise of Soft Power

Women are a hot topic for marketers at the moment. Brands across the world are seizing on the opportunity to align themselves with pro-empowerment...

How to create high-potential global marketing messages

At the core of every effective marketing message is a truly resonant value proposition, one that is articulate and compelling. That tenet holds true...

Finding the right emotions – a picture paints a thousand words (part...

Marketers have regained their interest in emotional advertising in recent years, and the evidence is clear that emotional advertising beats rational advertising. Great brands have...

Context Matters

What do brain science and semiotics have in common? Semiotics and cultural studies reveal the systems of signs that exist in culture and other...

Finding your Brand esSense

Recently we had the chance to sit down with Neil Gains, a passionate writer, author of the book Brand esSense, and Managing Partner of...

Digital & Media Predictions 2014

According to Millward Brown’s annual predictions for Digital and Media, multi-screen marketing will dominate in 2014. As the primary challenge, the report highlights the...
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