The WARC Podcast
The Pace Principle: how to build brands in dynamic markets
Apr 10, 2025
Rica Facundo, Managing Editor for WARC APAC, and Rob Brittain, an independent marketing consultant, dive into the fascinating world of brand building in Asia. They unveil the 'Pace Principle,' arguing for a balance between quick wins and long-term growth. The duo tackles misconceptions about legacy media and stresses the importance of cultural connections for consumer engagement. They emphasize the need for marketers to adapt swiftly, integrate consumer insights, and justify sustained brand investments in today's dynamic landscape.
33:33
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Quick takeaways
- The podcast highlights the necessity of localized marketing data in Asia, emphasizing how cultural connections significantly enhance overall marketing effectiveness.
- It introduces the concept of pacing, which balances immediate performance with long-term brand-building to outperform competitors in dynamic markets.
Deep dives
Localizing Effectiveness Research
The podcast emphasizes the significance of conducting an Asia-focused effectiveness study, marking the first of its kind to incorporate local data to supplement global marketing theories. The researchers recognized a consistent skepticism among Asian marketers regarding the applicability of Western-derived data sets, prompting the need for localized evidence. This investigation aimed to prove that underlying marketing effectiveness principles are more similar than different in Asia, thereby contributing to a more inclusive approach to effective marketing. The study serves as a stepping stone towards developing a robust, region-specific database that captures the unique marketing dynamics of diverse Asian markets.
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