The WARC Podcast The Pace Principle: how to build brands in dynamic markets
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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.
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Asian Markets and Effectiveness
- Global effectiveness frameworks may not translate well in Asia, prompting the need for Asia-specific research.
- Surprisingly, Asian markets adhere to similar underlying effectiveness principles as Western markets.
WARC's Research Methodology
- WARC's research methodology uses a consistent questionnaire across different Asian markets.
- This approach ensures robust data comparison, inspired by IPA and ACA methodologies.
Cultural Connection vs. Localization
- Campaigns demonstrating shared values with customers are twice as effective as surface-level localization.
- Basic localization, like diverse casting, proves to be ineffective in driving business results.