- With people working and spending more time at home, including migration back to rural communities, brand experiences must be built 'from the home up’.
- Asia's agencies have an opportunity to be strategic advisors, especially as customer journeys become increasingly complex.
- Traditional media is still hugely important in large parts of Asia, so 'fresh consistency’ offers a way to integrate new components into brand strategy while maintaining the tried-and-tested elements that build fame.
- Category twists can help differentiation in cluttered sectors, but need to be executed in an authentic way to maintain consistency....
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