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Purpose-driven branding

Winning customers in today's age of 'woke' advertising calls for more than a great product or service. More than ever now, brands need to have authentic stories with a social impact, says Nirvik Singh, Singapore-based global COO of Grey Group.

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"You have to set the tone at the top, and I think your behaviour defines your organisation's behaviour. And number two, you can never look not 100 per cent excited. People read body language, people look at you for visual cues and takeaways. And if you look down and out, then the entire organisation will be down and out." - NIRVIK SINGH.

WHEN the Covid-19 pandemic finally comes to an end, whenever that may be, the world would want to be a kinder place, says veteran adman Nirvik Singh.

Much has been said in the past months about how the novel coronavirus has exposed the crippling flaws of our capitalist economy, but...

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