How to grow your brand in Hong Kong and beyond
- SCMP Advertising+ partners with WARC, the leading global authority on marketing effectiveness, to launch new insights on brand marketing with a series of events
- Creating differentiated brands and understanding today’s consumers is key to delivering commercial success
In an era of rapidly shifting consumer behaviour and economic headwinds, marketers face new challenges and opportunities when it comes to delivering growth for their brands locally and internationally. To address these critical industry concerns, South China Morning Post (SCMP) Advertising+ joined hands with WARC, the leading global authority on marketing effectiveness, to launch new insights at a series of events titled “Growing Your Brand in Hong Kong & Beyond”. The events took place over two days at the beginning of June.
“Businesses are increasingly expecting marketing to drive performance for their brands. In fact, research has shown that close to 30 per cent of total business value is attributed to brand marketing,” explained Kevin Huang, chief operating officer, SCMP. “Yet many businesses are still navigating the challenges of building a strong, differentiated brand that drives desired commercial success.”
Growth Insights
On June 6, at LANDMARK’s Centricity, a full house of top marketing executives gathered to listen to Ashik Ashokan, head of advisory, WARC, Asia-Pacific, and Edward Pank, managing director, WARC, Asia-Pacific. The two industry leaders spoke about the role of brands in fuelling business performance, the mindset of today’s affluent and influential, and the role of culture in creating resonant marketing and communications.
“How can you create meaningful difference and ensure you’re driving conversations and influence from the bottom up?” said Ashokan. “How can you create future demand? That’s one of the biggest powers of brand.”
