Letter from Pakistan: Successful brands must value and empower fans

This article identifies some of the challenges faced by marketers in Pakistan, including short-termist focus on customer acquisition over retention and vanity metrics.

Letter from Pakistan: Successful brands must value and empower fans

Babar Khan Javed Ephlux

Falak Jalil is the senior brand manager for Dettol at Reckitt Benckiser's RUMEA regions. A brand professional with nearly a decade of experience in the consumer

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