As consumer confidence returns following the end of a military coup, western brands face renewed competition from local challengers for a share of Southeast Asia’s second-largest economy.
We reveal the strategies that can unlock growth by aligning brands with the national mood:
- Galvanising consumers through feel-good campaigns that align with national pride and renewed positivity
- Building reciprocal relationships that reward consumer loyalty
- Leveraging social media and mobile channels in a multi-device market
- Satisfying consumers’ urge to explore and experiment.