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:

  • Excite 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 digital market
  • Satisfying consumers’ urge to explore and experiment.


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