Challenger brands must capitalise on post-protest Thailand 36175 people have read this article

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.