SCMP Advertising+ and IAB HK landmark study reveals brand is key to connecting with audiences and future-proofing business
- When it comes to successful marketing, brands need to be a unifying force in an increasingly divergent world
- Great brands are about aspirations, and future-proofing the business for the next generation
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When it comes to successful marketing, brands need to be a unifying force in an increasingly divergent world.
That was one of the key messages from a study conducted by the South China Morning Post (SCMP) and the Interactive Advertising Bureau of Hong Kong (IAB HK). The partnership recently produced a white paper intended to help companies unlock marketing’s potential as a key lever and business driver for growth. With new and updated insights, it aims to help marketers seize the opportunities and growth that lie ahead.
According to the white paper, consumer behaviour today might be heading back to the “old normal” before Covid. However, the socioeconomic environment has changed, putting pressure on brands to serve a customer base that increasingly has divergent values.
Bringing people together
Given this fundamental change, the factors that make a brand stand out from the crowd are those that give hope and inspiration, igniting the collective imagination through brand stories and bringing people together to drive the business forward.
