Brand Strategy

Master the Mosaic in Asia

Our Guide to a Successful Brand Strategy in Asia

Confidence, Alignment and Action: the ingredients for a successful brand and customer strategy across Asia

“Unless you can say ‘for every dollar spent, here is the return’, you’re in trouble.” This quote was stated by the CMO of a global Asian brand when discussing their role and daily pressures.

The latest research conducted by Forethought, a global marketing advisory, strategy and analytics firm, reveals that marketing science, used effectively, can provide executives with the rigorous evidence they need to ensure strong Return on Marketing Investment (ROMI).

About the Author

Sacha Cody, PhD | General Manager Client Success | Forethought

Sacha leads the Forethought Asia practice. He is fluent in Mandarin and spent 20 years living and working across Asia Pacific and Greater China.

Sacha has personally advised 20 of the world’s most 100 most valuable brands on their China and Asia strategy and partnered with Haier and Huawei on their global expansion. Sacha also spent extensive time in the Greater Bay Area conducting ethnographic research when he was a Post-Doc Fellow at The Hong Kong University of Science and Technology, investigating the opportunities of Artificial Intelligence (AI) technologies in the precision agriculture and autonomous vehicle industries. He has published extensively on Chinese business, society and culture, including two books. Two of his peer-reviewed papers about China won “Best Paper” awards. He has held appointments teaching Asia business and culture at Fudan University and the Australian National University. He is regularly a guest teacher at New York University Shanghai.

Prior to joining Forethought in 2019, Sacha spent over 10 years with Kantar Millward Brown, where he last led the global partnership with Huawei. Twice he was Kantar’s Employee of the year across Asia.

Sacha can be contacted at: [email protected]