ASUS: Building Trust, Not Just Ads, is Key for Global Brands

Taiwanese companies possess strong product and research capabilities, but establishing consumer trust presents the real challenge when expanding internationally, according to ASUS Computer System Business Group Product Operations Deputy Director Li Dexin.

Many brands initially focus on heavy advertising to gain quick traction. However, Li warns that without local consumer trust, excessive ad spending can escalate customer acquisition costs and prove counterproductive. "Brand investment is not just about traffic, but also about investing in trust," he stated. Truly successful brands build lasting consumer confidence, rather than just pursuing short-term exposure.

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Brand investment is not just about traffic, but also about investing in trust.

Li explained that Taiwanese firms, with their world-class R&D and manufacturing, often communicate based on product specifications and technical advantages. In mature markets like Europe, the US, and Japan, consumers care more about how products fit their lifestyle and solve real-world needs. Therefore, brand communication should move beyond performance features to use localized stories and scenarios that connect with consumers emotionally and build brand identity.

He advised that the first step in overseas expansion should be a deep understanding of the local market and consumers, including their media habits and cultural backgrounds. This understanding is crucial for selecting appropriate media channels and communication methods. Li also highlighted the increasing complexity of brand content management in the age of AI, stressing the need for businesses to strategically manage information that search engines and AI can access and trust.

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Now content is not just for consumers to see, but also for search engines to see, and even for AI to see.