To succeed at a time when experience is everything and consumer patience is more limited than ever, brands need to combine a supreme level of energy with a strong sense of direction.
This understanding is at the heart of Dentsu’s Global Dynamo Brand Index, which aims to understand how brands can make headway in the face of unprecedented challenges. In today’s environment, the study argues, being big matters a lot less than having momentum.
At the Spikes Asia festival in Singapore (25-27 September), Asia-Pacific chief strategy officer Michael Chadwick and Group executive and Dentsu Aegis Network South Asia executive and strategy officer Narayan Devanathan will present the findings of this year’s research in an Asian context. The research covers 170 brands and is based on responses from 22,000 consumers across 10 countries.
Where many rankings look at where a brand is or has been, this one tries to determine where a brand is heading, which is ultimately a lot more valuable. It will also shine a light on the players that are winning—the ‘Dynamo Brands’ that are managing to combine pace and purpose—and the factors driving their success.
The session, ‘How are brands winning in the new economy?’, will take place from 14.45 to 15.30 on Friday 27 September on the In Focus Stage at Suntec Singapore.