Tag: Brand Strategy

Since 2020, the way in which people communicate has changed drastically, with the pandemic accelerating already well-established communication trends. As an example, active social media users worldwide increased from 3.4 billion in 2018 to 4.6 billion in 2021 alone according to We Are Social and Hootsuite, and in China alone, social media use post-COVID increased […]

The ‘fan economy’ refers to a marketing strategy in which revenue is mainly driven by the fans of the celebrities and their endorsements. In her insights article, Holly Chan looks in to how fan economies can be utilised.

When seeking to expand in the Chinese market, brands consider several factors. In Mainland China, there is one that goes above all others: online presence.

‘Content is King’ was once a buzzing catchphrase among communications agencies and PR professionals. Then came ‘Context is Queen’. Are these ‘rules’ still relevant in marketing strategy today?

The pandemic has presented many barriers in personal and work situations, including the planning and execution of physical events, resulting in a shift to virtual events. This article looks at how brands can execute virtual events successfully.

If your brand has presence in China, it might be time to consider getting a Douyin account, one of the most popular social media platforms in the world. But what is it, and how can it be successful?

Emotions are the primary driver for most consumer actions, so it is crucial to put your brand in the right context and connect with customers through understanding their mind-set.

Investing time into clearly defined objectives makes the difference between communications that drives noise and communications that creates real business impact.

Since the start of the COVID-19 pandemic, a question from within ourselves has constantly arisen: what can we do to help our local communities, especially if we’re not frontline workers?

Consumer Marketing: Navigating the ‘new normal’ COVID-19 is impacting different parts of the world at different times in varying degrees. No matter the size of a business, what sector it’s in, and who its audience is, consumer marketing efforts will have changed dramatically over the last few months, and will continue to do so for […]