- There’s less emphasis on shiny new technology; instead, marketers in the region are getting back to the fundamentals of results-driven strategies that solve real business problems.
- Promotions and sampling often play a smaller tactical role: by putting fame at the heart of the product experience, it breathes new life into driving trial and improving brand perception.
- When societal, environmental and cultural issues threaten to hamper growth, it’s important to design strategies that future-proof the brand and the category.
- Retail is usually at the functional end of a business, but consumers are willing to engage beyond transactions if the brand delivers...
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