SCMP Advertising+ and IAB HK landmark study reveals brand is key to connecting with audiences and future-proofing business

👏Supported by findings from the IAB HK x SCMP White Paper launched on June 8th, the fourth and the final part of SCMP Advertising+’s “ReMarketing” series delves into how great brands focus on aspirations and future-proofing their businesses. 🔍Here are some insightful thoughts shared in the article:

💡“What has changed is the socioeconomic environment. What we need to do today as brand custodians - people who take care of brands - is to re-evaluate and reassess our relationships with our audiences and how our businesses connect and create value,” Paul Phillips, Strategy & Insights Director, South China Morning Post concluded.

💡“In an increasingly divided world, it becomes harder for a brand to tie a business together,” said Suresh Balaji, Global Head of Marketing and Communications, Standard Chartered Bank. “Great brands tend to be emotive, aspirational and about hope – the challenge for brands today is how they can unite in an increasingly polarized world.”

💡“When you start a business, you have a purpose for your business,” said Alex Law, Marketing Director, foodpanda Hong Kong. “It’s not just about making money. Every successful business is the same, they have a purpose, and even start-ups have a story to tell.”

💡“I think all emotive marketers are dreamers,” Simone Tam, Group CEO, dentsu Hong Kong. said. “Everyone with a story has hope or a dream, and it will touch people’s hearts if you deliver that wholeheartedly and with passion.”

📌For more details, please read the article at https://lnkd.in/gkscQTxT

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