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For years, the marketing industry has been obsessed with trends. We have built annual reports around them, structured campaigns to ride them, and reassured leadership teams that we are “future ready” because we can name the next big thing. Trend Read More …
Every year, global marketing reports arrive with confident headlines about the “next big shift.” They are useful, often insightful, and sometimes genuinely predictive. Yet from my experience working across Vietnam and the broader Asia-Pacific region, the real value of these Read More …
For decades, public relations has operated on a relatively stable assumption: communication is designed primarily for human audiences. Whether the target was journalists, consumers, investors, or policymakers, the strategic question was always some variation of “How will people interpret this Read More …
In recent years, I have noticed a recurring pattern when advising clients across Vietnam and Asia. At some point in almost every reputation discussion, a stakeholder asks a familiar question: “Can we create a Wikipedia page for the company?” The Read More …
For decades, marketing strategies have been built on the assumption that consumer behavior moves in large, predictable waves. We identified mega-trends, projected them forward, and designed campaigns meant to ride those waves for years at a time. This model rewarded Read More …
If there is one lesson marketers should take seriously from the past year, it is this: consumer behavior is no longer moving in smooth, predictable curves. It is moving in spikes, bursts, and sudden pivots that reflect something deeper than Read More …
For a long time, live streaming was treated as a format. Something marketers experimented with when they wanted immediacy, authenticity, or reach. A livestream product launch, a Q&A with a CEO, a creator going live to sell or entertain. Useful, Read More …
For years, we treated disinformation as something that spreads slowly. A misleading article, a doctored image, a false claim that circulates through shares and reposts, giving organizations at least some time to react. That mental model no longer applies. In Read More …
For much of the past two decades, brand trust lived comfortably inside marketing dashboards. It was tracked through sentiment scores, brand love indexes, NPS surveys, and perception studies, often reviewed quarterly and discussed alongside awareness and preference metrics. Trust was Read More …
For a long time, marketing was treated as a function. A department. A cost centre that produced campaigns, managed channels, and supported sales. That mental model has survived social media, influencer marketing, and even data-driven performance advertising. But it will Read More …
