Kunal breaks the code for Asian branding

Last week, Kunal Sinha conducted a unique Branding MasterClass which looked through the lens of Asian culture and insights.

With 35 years of advertising, brand strategy and insights experience across large Asian markets, Kunal has trained two generations of strategists on cultural branding and marketing effectiveness.

He spoke about why brands mattered in a VUCA (volatility, uncertainty, complexity, ambiguity) world. And how they create demand and value, as drivers of brand equity in the context of culture and values.

Participants at the two-day programme also explored the art of finding and articulating brand insights. Teams were challenged to write a brief – from the big picture to communication tasks, plus discuss the role of creative and media in the campaign creation process.

The course culminated with presentations and techniques on how to evaluate campaign success.

All under the trained eye of Kunal, who has taught and presented at Harvard, Cambridge, Kellogg, University of San Francisco, Syracuse, London Business School, University of Notre Dame and more.

His experience in interpreting consumer and cultural trends, drawing out actionable insights for businesses while pioneering a culture of marketing effectiveness made the learnings all the more rare and enriching.

Kunal Sinha is the Chief Knowledge Officer at Ampersand Advisory KL.