SCMP Advertising+ and IAB HK study shows why every business needs a good story

👏Supported by findings from the IAB HK x SCMP White Paper released on June 8, the second part of SCMP Advertising+’s “ReMarketing” series highlights the power of storytelling in brand building. 🔍Here are some key quotes from the article:

💡“Brand is no longer something that is thought up in a boardroom. It’s the sum of conversations that people are having about your business, so it’s important to lean in and shape that conversation,” said Paul Phillips, Strategy & Insights Director, South China Morning Post, who led the research.

💡“Staying quiet is the worst thing that you can do. You need to lean in and influence the narrative. Put your story out there using media, as it’s highly trusted and influential,” explained Adrian Warr, Vice-Chair of APAC Practices and Sectors & APAC Head of Employee Experience, Edelman.

💡“There’s nothing better than hearing from someone you trust. A brand is like meeting a person; if I meet you today and you’re a completely different person the next time we meet, I won’t trust you,” said Papri Dev, Vice-President of Communications APAC, Tinder. 

💡“When it comes to finding a partner, the organization or spokesperson that a brand chooses to partner with speaks volumes about who the brand is and what those values are,” says Hilda Chan, Head of Marketing at Hong Kong Science and Technology Parks.

📌For more details, please read the article at
https://www.scmp.com/presented/news/topics/remarketing-scmp-advertising/article/3224901/scmp-advertising-and-iab-hk-study-shows-why-every-business-needs-good-story

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