Description of Columbia Business School Video: At the BRITE ’13 Conference, Prof. Bernd Schmitt (Columbia Business School and The ACI) talks about the implications for brands as Asia comes to represent the most important market in the world. Companies will need to continually research and better understand the nuances of Asian consumers, and the Asian brands they will compete with in those markets. Find out why our myths and assumptions about Asian consumers need to be rethought for brands to succeed in the Asian century.

The BRITE conference on brands, innovation and technology is hosted by the Center on Global Brand Leadership at Columbia Business School.