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Photo credit: Wikimedia Commons But how did an iconic Hindu religious epic get to the walls of a Buddhist complex? The answer lies in the syncretism that is characteristic of much of southeast Asia. The Ramayana reached the region due to its thriving maritime trade with southern India in the first centuries of the Common Era. Hindu merchants first brought the epic – and several aspects of their religion – around 700 CE. As Indian political power waned, so did Hinduism in these countries. Still, traces remain in cultural if not religious or political ways. In Cambodia, for instance, Brahmins are a traditional part of the coronation ceremony, last performed for a new king 10 years ago. Indonesia, which is a Muslim-majority country, has its famous shadow puppet depictions of the Ramayana. Most people in Thailand, including its ruler, are Buddhists but continue to recognise an 18th century version of the Ramakien as a national epic. There are few surviving versions of the Ramakien in Thailand today. Much documentation of the pre-modern versions of the Ramakien was lost after the Burmese ransacked Ayutthaya, then the Siamese capital, in the mid-18th century.
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What might surprise marketers is this optimal ratio has skewed even higher towards brand building in the digital age. Binet noted 2004-2016 figures pitched the optimum balance to be 60 per cent brand and 40 per cent activation, up from 55 per cent / 45 per cent in 1998-2010. These figures are published by the IPA Databank. What’s contributing to the rising importance of brand building is digital technology, according to Binet. “The digital revolution is tending to leading to increased activation efficiency and so a higher proportion should go to brand. It seems paradoxical, but what’s happening in the digital world means you need to build that brand even more,” he said. “Online brands that sell or reach online need a higher percentage of their spend going to brand building because they already have direct channels to conversion. Digital realisation is leading to increased distribution efficiency, so more emphasis needs to be on brand.” Binet explained sales activation style marketing is about growing physical availability, and is best served by tight targeting and relevant messages. In contrast, brand building is about increasing a consumer’s mental availability for your brand, and is driven by broad reach, emotions and associations. Of course, there is some differences in the way consumers respond to advertising depending on the goods and services being purchased. Higher levels of involvement in a purchase, for example, means brands don’t need to spend quite so much to generate growth, Binet said.