Asia is still one of the world's biggest providers of commodities. At the same time, Asian manufacturers mostly produce for other companies and the majority of these products are therefore non-branded. In other words, volume products without personalities, values and distinct faces. The largest part of the financial value is still captured by the manufacturers' customers primarily driven by strong marketing and branding programs.

What is the evidence for this? There are only a few global brands originating from Asian companies (disregarding Japan and Korea as they are a different breed) compared to brands galore within almost all industries originating from Western companies. The time has come to change this somewhat historic and outdated trend.