For a long time, marketing was treated as a function. A department. A cost centre that produced campaigns, managed channels, and supported sales. That mental model has survived social media,…
Vietnam at a crossroads: Why market diversification and ESG are becoming strategic imperatives for 2026 and beyond
Over the past decade, Vietnam has risen as one of Asia’s most dynamic exporting economies. But with growth comes vulnerability, and right now, we’re feeling that vulnerability more than ever.…
Impact relations: Why communicators must move beyond storytelling to meaningful influence in 2026
I’ve spent almost two decades working at the intersection of public relations, communication strategy, and crisis advisory across Vietnam and Asia. And if there’s one truth I’ve learned, it’s this:…
The battle for attention: What video, audio, gaming & digital trust trends reveal about the 2026 consumer mindset
The more digital data I read, the more convinced I become that the real currency of 2026 isn’t impressions, clicks, or reach. It’s attention with intention. People are not consuming…
When crisis hits: Rethinking modern media relations through the lens of 2026 crisis behavior
Every time I teach a crisis communication class or counsel a brand facing unexpected turbulence, I’m reminded of one truth: a crisis doesn’t damage you – your response does. And…
Truth in the age of AI: What 2026 means for PR in Vietnam and Asia
When I first read Worldcom’s 2026 Future of Communications report, my first reaction was: this is not a “future trend” deck anymore – this is our daily reality, just accelerated.…
When everything can be fake: How brands in Asia can defend themselves in the new digital battlefield
The longer I work in communications, the more I realize this: we are no longer just managing messages; we are managing threats. Not the old-fashioned threats – an angry customer,…
Seeing the unseen: Why real-time brand health matters more than ever in APAC
There is a shift happening quietly across the Asia–Pacific communications landscape, one that every marketer, PR professional, and corporate leader should pay attention to. Today, brand health is no longer…