shorttermism
Nov 23, 2018
A brand cannot live by definition of purpose alone
While a recent resurgence of interest in the long-term sculpting of brands is welcome, brand definition by itself won’t drive growth. Here's what will, according to the Asia CEO of brand consultancy Cowan.
Mar 23, 2018
Short-term 'sugar rush' can seduce marketers
Amid all the focus on setting up digital platforms and acting on real-time data and incentives, marketers may be forsaking long-term brand building at their peril, says Cathay Pacific brand chief Edward Bell.
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins
.jpg&h=334&w=500&q=100&v=20170226&c=1)
.jpg&h=334&w=500&q=100&v=20170226&c=1)
.jpg&h=334&w=500&q=100&v=20170226&c=1)
.jpg&h=334&w=500&q=100&v=20170226&c=1)
