In this session...
An axis of rising pride, agility and rapid adoption has created a powerful force of homegrown disruptor brands in APAC tapping into deeply local and nuanced truths. How can global (and indeed local brands with regional and global ambitions) best navigate this complex region? We’ll explore findings from the latest McCann Worldgroup Truth Central study, stories from APAC markets and the brands that are connecting in a meaningful way.
With 81% of people in APAC believing that brands can make the world a better place, and an increase in preference for local brands increasing in APAC from 40% in 2015 to 59% in 2018, “The Truth about Global Brands 2: Powered by the Streets,” study reveals significant shifts concerning people’s attitudes about brands both local and global with important implications for both.
What You'll Learn from This Session...
- Brands and their roles among the sensitivities of local culture
- Local and Global brands cohabiting in the same complex ecosystem
- How brands are finding success by moving past deficiencies to effectiveness