Brands can leverage on Asians’ desire to preserve identity

Moiz says brands are looking for originality as positioning.

WHILE Asians are embracing globalisation, most still feel a strong need to preserve traditional values. Brands can leverage on this need in their bid to connect with Asian consumers.

Based on their concerns about the erosion of cultural identity, marketing communications specialist Young & Rubicam (Y&R) is advocating a new approach that it calls “culturalisation”.