This report indicates the latest thinking on sustainable and cutting edge brand building trends in 2015.

1. |Purposeful GROWTH|Brand building trends 2015

2. |Purposeful GROWTH|Brand building trends 2015
Fundamental Shift

3. |Purposeful GROWTH|Brand building trends 2015
SOCIOCULTURAL INSIGHT AS NEW BRANDING COMPASS
Given rising complexities of the
market, a growing concern is how to
truly understand consumers and
socio-cultural insights in order to
better design the marketing program
and maximize contextual advantages.
Socio-cultural insight experts help
brands and companies understand
complex relationship between their
commercial efforts, social and
cultural dynamics, which eventually
leads to better designing and fine-
tuning marketing efforts.
Sociocultural
Insight
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4. |Purposeful GROWTH|Brand building trends 2015
PURPOSE-DRIVEN BRAND BUILDING
Brand is no longer just trademark for
consumers to differentiate one
manufacturer from another. It has
grown to become vital area of
interest from marketing officers to
CEOs.
Brand Purpose is a bigger reason of
existence. Brand Purpose is what
matters to consumers. It fuels a
deeper connection between
consumers and brand. Questions
from consumers’ perspective in
examination of Brand Purpose: WHY,
WHAT, HOW, THEN.
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5. |Purposeful GROWTH|Brand building trends 2015
Conversation
over Advertisement

6. |Purposeful GROWTH|Brand building trends 2015
BRANDS AS ENGAGING STORY TELLERS, CURATORS,
AND QUALIFIERS
Future consumers are to be
influenced by Brand Purposes whose
idea and message are to be told with
stories. Storytelling, in various
emerging formats, has become a
highly valued tool in brand-building
work.
By evolving into “concept curators
and qualifiers”–not only talking about
brand itself but also leveraging in
consumers’ trust –brands create
platforms which gather new ideas
from various sources, categorize and
propose to consumers.
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7. |Purposeful GROWTH|Brand building trends 2015
Powered by search engine and armed
with diversified interests and media,
consumers only need to type the
keywords to access their topic of
interest. Hence, the emerging trend
is to move forward in the direction of
creating ‘Finer content for niche
audience’.
Brand establishes itself as ‘subject
matter expert’ as well as expressively
demonstrates its Brand Purpose,
strengthening its presence in
consumers’ lives as important
solutions and ideas provider.
FINER CONTENT FOR NICHE AUDIENCE
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8. |Purposeful GROWTH|Brand building trends 2015
Engagement with
Excitement

9. |Purposeful GROWTH|Brand building trends 2015
CO-CREATION BRANDED ENTERTAINMENT
Co-creation branded entertainment
allows brand to fully maximize
entertainment content’s potential in
meaningful ways. It enables brand to
infuse its purpose and message to the
consumers’ attention at deeper levels.
• Co-creation with entertainment
content owner
• Co-creation with consumers
• Co-creation with society at large
• Co-creation with artist, subject
matter experts
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10. |Purposeful GROWTH|Brand building trends 2015
BRAND GAMIFICATION
If engagement and interactivity are
the key drivers for consumers to
understand and experience brands in
a deeper and more meaningful way,
games could bring about the best of
both worlds.
Need to play is hardwired in our
brains. Gaming industry has always
been on the growth since the
invention of Atari (1972). Gamifying
brand engagement, when properly
designed, opens up new areas of
engagement as it allows brands to
“share the experience, tell the story
and get consumers to act willingly”.
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11. |Purposeful GROWTH|Brand building trends 2015
EXPERIENTIAL BRAND BUILDING EVENT
While brands and company are
shifting their attention and resources
to digital marketing, consumers’ need
to remain in touch with reality world
remains strong.
Guided by proper designs and
management, experiential brand
building event could lead to strong
purpose connection between brand
and consumer.
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12. |Purposeful GROWTH|Brand building trends 2015
Fine-tuning
Marketing effectiveness

13. |Purposeful GROWTH|Brand building trends 2015
Several concepts/ TVCs are well
received in FGDs but failed to
generate purchase interest in reality
or vice versa. It seems like consumers
use their rational mind to respond to
research questions.
Addressing this issue, neuro-
marketing research uses brainwave
tracking devices to get true insights
into what consumers’ brain really
react to.
BIO-MATRIX @ LAUNCH EFFORT EVALUATION
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14. |Purposeful GROWTH|Brand building trends 2015
WINNING AT ZERO-MOMENT-OF-TRUTH
In today’s connected democratic
shopping spaces, much of the
decision happens prior to the
conventional in-store First-Moment-
Of-Truth (FMOT). And you may bet
your competition has been grabbing
ZMOT visibility and mindshare the
way they have been fighting for shelf
and display space.
To win at ZMOT is to first rethink this
as brand properties as basic as your
shop signage.
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15. |Purposeful GROWTH|Brand building trends 2015
DELIVER ROI WITH SOCIALLEAD AND SOCIALCRM
Quantifying a return on investment (ROI)
for social media is becoming the hottest
question to every agency. Hence brands
are now braving the new frontier of hard
metrics by defining a new role for
community platforms such as facebook:
(1) SocialLead (2) SocialCRM
Given the power of technology, big data
analytics and readily available social
platforms, traditional targeted and
relationship marketing can achieve
bigger reach without full CRM
infrastructure.
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16. The Purpose Group brings together four companies under one philosophy:
obsessively adding values to brands and companies. The seamless integration of services equips us
with better insights, better strategies, better ideas and stronger executions which allows us to truly be
purpose-driven brand-building one-stop agency.
The Window BMC Mindcaster Mash
Sociocultural Insight &
Research consultancy
Idea-driven brand
communication in
transmedia world
Conversational PR
specialist on service,
lifestyle & wellness.
Brand engagement
through the power of
creative, digital
technology and
database
ABOUT US

17. ...best agency in strategic planning,
particularly in large-scale complicated projects.
Ms. Nguyen Huong Mai
– Samsung PR Manager –
addressed all stakeholders' needs
and concerns but they also delivered
equivalently great execution. This raised the
quality standard to a high level.
Mr. Do Thai Vuong
–Abbott’s Head of Public Affairs –
It is rare to find an agency who has in-depth
knowledge in brand building and marketing and
strongly devotes to our business and brands.
Mr. Ngo Van Tu
– Vinasoy CEO –
They not only present insightful findings but
they also manage to turn the understanding
into actions and improvements
Mrs. Huynh Thi Thuy Van
– Marketing Director Fonterra Vietnam –
Any agency can do a good job, but only a
whole-hearted team can attain perfection.
Ms. Tran Nguyen Thanh Truc
– Research Director, Masan Food –

18. Bringing your brand purpose TO LIfE
THANN AUTTANUKUNE
thann.a@thepurposegroup.vn
M.: +84 122 4848 421
Skype: Thann Auttanukune
9F, Rosana Building, 60 Nguyen Dinh Chieu,
Da Kao Ward, District 1, Ho Chi Minh City.