PurpleAsia

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PurpleAsia A dynamic team of brand consultants, we love working with brilliant brands that enrich people's lives

We believe sound strategic thinking drives great creative communication, which in turn builds stronger brands. Our team has been helping brands in Southeast Asia for almost 20 years with brand strategy, brand design and marketing communications. Whether your business needs help with a truly imaginative launch event, the creation of an entirely new brand, a brand review and relaunch strategy or a carefully crafted PR campaign, our team is here to help. We’ve been working with hundreds of businesses across dozens of sectors, many of whom have remained as loyal clients for more than a decade.

Vietnam is currently investing in how it's perceived on two fronts: helping individual businesses build stronger, higher...
12/10/2026

Vietnam is currently investing in how it's perceived on two fronts: helping individual businesses build stronger, higher-value brands for export, and a coordinated push to lift the country's international image and soft power over the next two decades.

We love this kind of conversation. Whenever a destination or a nation decides to invest in how it's perceived, we're the first ones leaning in. We've watched what a well-built brand can do for a place.

But we've also watched this ambition play out, and too often it stalls at the same stage: a logo, a tagline, a public vote on which one looks best. A committee picks a winner, a press release goes out, and 18 months later, nobody can say what the brand actually stands for because the process never got past the visual layer.

A national brand should follow the same discipline as any brand: a clear position, a reason to believe it, and the consistency to keep saying the same thing in a hundred different rooms. The logo is the last five percent, not the first.

If this round gets it right, it will be because the ministries, businesses, and citizens ended up telling the same story without needing to be told to. And we'd jump at the chance to help build that kind of story.
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🚀 [email protected]
💥 +84 (0)28 6277 7050

BRAND STRENGTH IS A MARGIN INSTRUMENTLindt spent last year absorbing some of the steepest cocoa prices in living memory....
08/10/2026

BRAND STRENGTH IS A MARGIN INSTRUMENT

Lindt spent last year absorbing some of the steepest cocoa prices in living memory. Faced with the usual choice, protect margin or protect market position, they did something that reads as counterintuitive until you think about it properly. They raised prices, held their brand investment, and kept performing.

Their global marketing lead credits brand strength directly. Consumers accepted the increase because they trusted what was in the box.

This isn't a new lesson, merely a forgotten one. In 1929, Kellogg’s and Post both faced the Great Depression. Post cut advertising to protect earnings. Kellogg’s doubled down. By 1933, Kellogg’s profits were up 30 percent and Post’s position was permanently weakened.

McKinsey’s 2026 European survey suggests the lesson has landed. Some 72 percent of senior marketing leaders expect to increase marketing spend relative to sales, against 49 percent who actually did so the year before. Just 1 percent expect a decline.

In luxury, hospitality, and premium F&B, the categories PurpleAsia works in, this is the whole game. Brand strength shows up in the P&L as pricing power, and pricing power is the cheapest margin you'll ever buy.

Cutting brand investment in a downturn isn't cost discipline. It's a decision to compete on price later.
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🚀 [email protected]
💥 +84 (0)28 6277 7050

THE STRONGEST BRANDS WON'T BE THE LOUDESTHave you ever completed a purchase, only to receive a flood of follow-up emails...
05/10/2026

THE STRONGEST BRANDS WON'T BE THE LOUDEST

Have you ever completed a purchase, only to receive a flood of follow-up emails? Or felt overwhelmed because of a brand's advertising when you visited their website to have a look at only one product? Or do you still want to follow a brand but don't want to receive a bunch of emails every day, but you don't have the option to receive weekly or monthly, or just get promotions or sales?

Marketing in recent years has been operating on a FOMO mindset: posting constantly, following every trend, sending non-stop emails, retargeting every user action, creating a sense of urgency to drive purchase. The volume of content is exploding, especially with AI, yet human attention spans remain unchanged.

Brands, this is not helping customers buy the product; this is following them.

Instead of maximising appearance, brands should appear at the right moment, at the right demand, and produce true value. As AI makes content production faster and cheaper than ever, the real scarcity is no longer content—it's human attention. That changes the role of marketing.

Instead of asking "How can we create more touchpoints?", perhaps we should ask: Is this message genuinely useful? Does this interaction respect the customer's time? Are we helping people accomplish something, or simply asking for more attention? It isn't about disappearing or posting less for the sake of it. It's about increasing the value of every interaction while removing the unnecessary ones.

Maybe the strongest brands of the future won't be the loudest. They'll be the ones that know when to speak, when to stay quiet, and how to make every appearance worth remembering.

REDESIGN CHANGES THE LOOK; REFRESH CHANGES THE READEvery few years, someone on your team says your brand feels 'tired'. ...
01/10/2026

REDESIGN CHANGES THE LOOK; REFRESH CHANGES THE READ

Every few years, someone on your team says your brand feels 'tired'. The instinct is to redesign: new logo, new palette, new tagline. But a redesign only fixes what's visible. If the problem sits underneath, in the strategy, the redesign won't matter.

Here's how to tell which one you actually need.

1/ Your team can't explain the brand in one sentence.
Ask five people in your company what your brand stands for and you get five different answers. A new logo won't fix a positioning gap.

2/ You're winning less on brand and more on price.
If customers keep asking for discounts instead of choosing you outright, your brand isn't doing its job, and a brighter colour palette won't change that.

3/ New hires 'get it' within a week, but customers never do.
If your internal culture is sharp and aligned, but the outward-facing brand doesn't reflect that clarity, the gap is a translation problem between what you are and what you're saying.

If any of these sound familiar, let us help you start with the strategy—the design will follow.
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🚀 [email protected]
💥 +84 (0)28 6277 7050

THE LIST THAT DECIDES YOUR RESTAURANT'S FATEA new restaurant in Saigon came to us a few weeks ago. Genuinely good work: ...
28/09/2026

THE LIST THAT DECIDES YOUR RESTAURANT'S FATE

A new restaurant in Saigon came to us a few weeks ago. Genuinely good work: a well-considered fit-out, a menu with real thought behind it, a solid offer. There was clearly room for improvement, but it was a strong start. The owner arrived expecting a media plan: Taco Tuesday. Ladies’ night. A calendar of specials to push across social every week.

Here's the thing, and it is true of almost every restaurant we meet: tose promos aren't what fills the room. Instead, it's a quiet list in the back of people’s minds. The air-con ran cold last time. The vegetarian options were an afterthought. The atmosphere wasn't quite right for a date. Or, on the other side of the ledger: that was the place that got everything right, take your parents there.

That list is tabulated long before this week’s special even appear in a feed. Around 90 percent of diners read reviews before they choose where to eat, and reviews are essentially that once quiet, private list made public. The promotion reaches people who are deciding while the reputation decides for them.

In this restaurant's case, the first job wasn't the media plan. It was making sure the experience earned the right words on that list, and then building a brand that carried those words further than word of mouth can travel on its own.

If you're spending on promoting the specials before you've fixed what people remember, you're amplifying a message you don't control.

That is the order of operations we work in at PurpleAsia. Experience first. Brand second. Promotion last, and only once the first two are true.

THE STORY ARRIVES BEFORE THE GIFTTrung Thu gift-giving in Vietnam is more complex than you think. The mooncake itself is...
24/09/2026

THE STORY ARRIVES BEFORE THE GIFT

Trung Thu gift-giving in Vietnam is more complex than you think. The mooncake itself is almost incidental. What stands out is the tin, tier, timing, and who receives it before whom.

Some years ago, we helped a mooncake brand find its footing in this exact ritual, entering a Vietnamese market where the product was new but the etiquette was centuries old. In a market crowded with established names, this mooncake needed to be recognised before it could be gifted.

We built that recognition through PR and a KOL-led campaign, treating the weeks before Trung Thu as their own season, one where being talked about mattered as much as being seen. It worked: the brand sold out within days, year after year.

Most brands treat gifting seasons as a distribution problem, get it on shelves, get it in baskets. But when a product exists primarily to be given rather than bought for oneself, the real work happens at the reputation stage. By the time someone chooses what to gift, the decision has usually already been made for them.

Need to build your reputation before the next giving season arrives? We've got you.

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🚀 [email protected]
💥 +84 (0)28 6277 7050

BRANDING IS THE NUMBER ONE PRIORITY, AND THE BIGGEST CAPABILITY GAPMcKinsey asked 500 senior marketing leaders across fi...
21/09/2026

BRANDING IS THE NUMBER ONE PRIORITY, AND THE BIGGEST CAPABILITY GAP

McKinsey asked 500 senior marketing leaders across five European markets to rank twenty priorities for the year ahead.

Ahead of personalisation, martech, and even AI, which limped in at seventeenth, branding came first.

The more uncomfortable finding is that when those same executives rated their own maturity against each priority, branding also showed one of the widest gaps between importance and capability. So did budget management and marketing ROI.

Which means the three things Europe’s marketing leaders consider most important are the three they feel least equipped to deliver.

There's a reason the classic topic has climbed back to the top. In a period of genuine volatility, brand is the thing that holds customer attention steady while everything else sways. Four of the top five priorities in the study concern trust: branding, data privacy, authenticity, and employer branding.

At PurpleAsia, we've watched this play out across hospitality, real estate, and F&B in this region for over 20 years. The businesses that endure are the ones that treated brand as infrastructure, not decoration.

The strategic question for the board shouldn't be whether brand matters—that argument is over. It's whether your organisation has the capability to build one, or whether it's been quietly outsourced to a media plan.
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🚀 [email protected]
💥 +84 (0)28 6277 7050

YOUR WEBSITE IS WHERE YOU GET FOUNDFor years, brands were told to chase visibility: social platforms, backlinks, reviews...
17/09/2026

YOUR WEBSITE IS WHERE YOU GET FOUND

For years, brands were told to chase visibility: social platforms, backlinks, reviews, Reddit threads, paid search, etc. But as AI search reshapes how people discover and compare brands, the rules are shifting again.

The important question has changed from "Does our website look good?" to "Can it clearly answer the questions our audience is asking?"

That distinction matters more than it used to.

At PurpleAsia, we regularly encounter websites written from the inside out. Product names before problems. Service tiers before needs. Brand language before customer language. Beautiful pages that explain what the company wants to say, not what the audience needs to understand. What used to be a missed opportunity can now cost you visibility.

If AI tools are increasingly pulling answers directly from named domains, your website needs to work harder, offering a clear positioning with searchable language, useful FAQs, and strong service pages. Proof points, case studies, and content written in the language of your customer's problem will be what will get you found.

This goes beyond SEO. It's where brand strategy meets digital reality, and the brands that will be found, trusted, and recommended are the ones that make themselves easy to understand by people, and by machines.

If your website hasn't been updated in a few years, it's time to look again.
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🚀 [email protected]
💥 +84 (0)28 6277 7050

BLUE DRAGON CHILDREN'S FOUNDATIONEvery September, the Blue Dragon Marathon Walk brings people together to raise funds an...
14/09/2026

BLUE DRAGON CHILDREN'S FOUNDATION

Every September, the Blue Dragon Marathon Walk brings people together to raise funds and awareness for children and young people in crisis, and to support the fight against human trafficking in Vietnam.

For years, Blue Dragon Children's Foundation has worked to rescue street-connected children, runaway youth, and survivors of human trafficking, helping them find safety, education, and a better path forward. The scale of that work, and the consistency of it, never stops being humbling.

This year, the PurpleAsia team raised over USD 600 in support of Blue Dragon's ongoing work. We're glad to have played a small part in something that helps others take a step towards a better future.

Address

Hoang Anh River View, B01. 07 Level 1, Block B, 37 Nguyễn Văn Hưởng
Ho Chi Minh City

Opening Hours

Monday 09:00 - 18:00
Tuesday 09:00 - 18:00
Wednesday 09:00 - 18:00
Thursday 09:00 - 18:00
Friday 09:00 - 18:00

Telephone

+842862777050

Website

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