Every year, global marketing reports arrive with confident headlines about the “next big shift.” They are useful, often insightful, and sometimes genuinely predictive. Yet from my experience working across Vietnam…
AI is becoming your First Audience: How PR must adapt to machine intermediaries
For decades, public relations has operated on a relatively stable assumption: communication is designed primarily for human audiences. Whether the target was journalists, consumers, investors, or policymakers, the strategic question…
Wikipedia is not your press release: What every PR leader in Asia must understand
In recent years, I have noticed a recurring pattern when advising clients across Vietnam and Asia. At some point in almost every reputation discussion, a stakeholder asks a familiar question:…
Are Vietnam’s PR students ready for the workplace?
A public relations student can learn how to write a communication plan, analyze an audience, and explain communication theory. Then comes the first internship. Suddenly, the questions are different. Can…
Women dominate Vietnam’s PR workforce. So why are men still more visible at the top?
In Vietnam’s public relations industry, women are everywhere. They run campaigns, manage clients, advise executives, build agencies, and lead communication teams. In many workplaces, they make up the clear majority…
Why micro-trends are replacing mega-trends in consumer strategy
For decades, marketing strategies have been built on the assumption that consumer behavior moves in large, predictable waves. We identified mega-trends, projected them forward, and designed campaigns meant to ride…
From curiosity to commitment: What 2025 search surges reveal about the new consumer mindset
If there is one lesson marketers should take seriously from the past year, it is this: consumer behavior is no longer moving in smooth, predictable curves. It is moving in…
Live streaming is no longer “just content”: Why it has become a power structure in digital communication
For a long time, live streaming was treated as a format. Something marketers experimented with when they wanted immediacy, authenticity, or reach. A livestream product launch, a Q&A with a…
When disinformation goes live: Why real-time media is the most dangerous space for false narratives
For years, we treated disinformation as something that spreads slowly. A misleading article, a doctored image, a false claim that circulates through shares and reposts, giving organizations at least some…
Why brand trust is now a risk-management issue, not a marketing KPI
For much of the past two decades, brand trust lived comfortably inside marketing dashboards. It was tracked through sentiment scores, brand love indexes, NPS surveys, and perception studies, often reviewed…