Why Do Brands Underperform in Asia?
A practical examination of where global strategies meet friction in Asian markets.
Download The White Paper
Insights drawn from cross-market execution across Greater China and APAC.
Overview
Many brands enter Asia with strong global strategies, clear positioning,
and proven success elsewhere.
Yet performance often tells a different story.
Campaigns land softly.
Messaging feels technically correct, but emotionally distant.
Results underperform expectations without an obvious failure point.
This white paper explores the less visible reasons behind that gap.
WHAT THIS PAPER EXAMINES .
WHAT THIS PAPER EXAMINES .
Rather than offering quick fixes, this report looks at the underlying dynamics that influence brand performance in Asia.
Inside, we explore:
Where global brand intent becomes diluted in regional execution
How decision-making structures affect speed, relevance, and clarity
Why “localisation” alone rarely delivers meaningful impact
How platform behaviour and media context subtly reshape message effectiveness
The signals that indicate underperformance early — before results decline
The aim is not to prescribe, but to help teams ask better questions
Who may find this useful .
Who may find this useful .
This white paper is intended for professionals responsible for:
Regional or global brand strategy
APAC or Greater China marketing performance
Cross-market consistency and local relevance
Agency–client collaboration across regions
If you’re navigating the tension between global alignment and local effectiveness, this report should be relevant.
OUR PERSPECTIVE .
OUR PERSPECTIVE .
Comms8 works with brands operating across Eastern and Western markets.
Our role often sits between:
Global direction and local execution
Centralised strategy and regional realities
Brand intent and audience interpretation
The insights in this paper reflect patterns we encounter repeatedly — across sectors, markets, and maturity levels.