2020 has created a brave new world, a challenge for everyone, and especially so for companies trying to engage with and gain the trust of an ever-evolving and diverse customer base — a situation that demands courage. The power of branding is more than just packaging a product together for sale, it is everything about your company, the tangibles as well as the intangibles. Branding in its fullest sense is still largely undervalued in Asia, and companies have yet to learn and understand how to properly harness it so that they can forge unparalleled brand experiences and assume a position of leadership within their industry. Asian brand owners still seek to differentiate themselves using tangible benefits, and this creates a first-mover advantage for those willing to innovate and market, but such a strategy has its limitations. Colin Anderson has led the brand development of global companies for almost 40 years, and is the Founder of Brandcourage; come listen to him and Pandemic Punditry uncovers the new way forward in building long-term sustainability for your brand by injecting emotion into brand creation.