GENERATION T

Defining and Branding a Community

Brand Positioning/
Business Model Development/
Marketing Planning

Asia’s Leaders of Tomorrow

Asia’s entrepreneurs and young talent are ambitious and changing the world around them. AsiaTatler already had a strong reputation with Asia’s established affluent community, and it now wanted to connect with the future generation to keep the brand current and relevant.

Defining Generation T

We conducted in-depth research with successful young professionals across Asia which revealed key insights around the importance they place on lifelong learning, idea exchange, community & real connections, travel & cultural exchange, self-improvement and giving back. We also explored the realm of young professional communities, lists and festivals to source inspiration and ensure differentiation. We then conducted a 2 day workshop with the AsiaTatler team to define the brand positioning, tagline and business model for the brand.

Building the Plan

We defined Generation T as an exclusive list and platform that fosters connection and collaboration through enriching exeriences and exclusive content on entrepreneurship, innovation, personal development and lifestyle. We defined the list criteria, the marketing objectives and plan for its launch.