Why Meaningful Partnerships Is Key to Building Trust in 2024
- AI-generated content is becoming more frequently used, but so are concerns about the risk of misinformation, ethics and trust.
- Marketers agree that creating the right partnerships is vital for brand marketing.
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Kevin Huang, chief operating officer, SCMP and Cecilia Chan, head of marketing and communications, Colliers Hong Kong.
[Morning Studio Feature]
AI-generated content is becoming more frequently used, but so are concerns about the risk of misinformation, ethics and trust.
Developing meaningful partnerships will become crucial, according to a group of influential marketers featured in the 2024 Marketing Predictions Series produced by the South China Morning Post.
Dr Winfried Daun, group head of advertising, brand strategy and media for UBS, said that the mechanics of brand building are the same anywhere in the world. The secret formula for success is always building rapport and trust.
“At the end of the day, it’s about articulating a promise to your audience that is both relevant and appealing and that you can then deliver on that promise,” Daun said.
However, he cautions that it is essential that brands adopt a variety of approaches when going into different regions and markets. Marketers must make the right effort to ensure that topics, messages, tonality, imagery and especially cultural references are attuned to the markets in which they work.
