The 360 Degree Brand in Asia: Creating More Effective Marketing Communications

The Asia-Pacific rim is "the most exciting, dynamic and stimulating place on earth to be working in the marketing communications industry today," according to the authors. That may be true, but what are the differences between this region and the West, and how can marketers build stronger, more profitable brands in the region? To answer these questions, the authors applied Ogilvy & Mather's 360-degree brand building model to the Asian context. The model description is supported by ten samples of "culturally unique media" and eight case studies, including San Miguel Light Beer in Hong Kong, IBM e-Society in China, and Kelvinator refrigerators in India. In addition, the authors also delineated the differences between 360-degree thinking and classic definitions of integrated marketing. Authors Blair and Armstrong are with Ogilvy & Mather; Murphy is CEO Asia-Pacific of New Networks and Chairman of Enterprise IG Asia Pacific.