Isobar has announced appointed Eve Lo as principal of brand strategy for Isobar China group.
Based in Shanghai and reporting to Isobar China group CEO Jane Linbaden, Lo will build and lead the agency’s new brand strategy consulting division across the group.
The agency has also set up a data mining team under Lo, to marry real time data with traditional brand tracking and measurement capabilities, which Isobar believes is a key enabler for growing brands and business in the digital era.
“Imagine if brands can build their business strategy based on a holistic and real time understanding of a consumer’s brand experience and what they’re looking for in the next 6-12 months, by smartly marrying real time digital data from multiple-channels, with mature brand building methodology," said Linbaden.
"Brands can be much more agile in responding to consumers true and unspoken needs. The reality is that often traditional brand tracking strategy is made by consumers' claims, not their behaviours, which makes it difficult to reflect the underlining issues and as a result miss future opportunities. We believe digital should be at core of building a brand’s business. ”
Eve has more than 28 years’ experience in brand and data centric insights strategy.
Prior to joining Isobar, Eve was Chief Knowledge Officer at GroupM China and is highly regarded in the brand consulting arena as one of the pioneers in using data for brand building in the Greater China region.
Lo added: "In the digital era, consumers are not just users of brands, but also designers of products and services. They are promoters of brands. The brand experience doesn't just start from using a brands products and services but is accumulated as a result of experience through all touch points."
Source: Press release