Thet Yin Zaw

I worked with brands in categories ranging from Food & Beverages, Personal Care & Beauty to Financial services, answering various business questions of positioning, innovation, and growth. I have also had a lot of joy working and learning in APAC and MENA markets from Cambodia to Saudi Arabia.

My favourite purposeful brand is Allmatters, a Danish reusable menstrual product brand that has led the category to become more mainstream. I admire its commitment to sustainability, courage in breaking cultural taboos around menstruation, and grassroots efforts to make period care more accessible.

Purpose to me is about defining a meaningful role the company has in people’s lives and the world we live in. Especially in our saturated media and cultural landscape today where many entities, including governments, bots, everyday consumers speak and act like brands, I find it pressing for brands to rise above the noise and critically consider why their business matters. I believe a strong brand purpose set up a cohesive system with clear directions for all executional matters in positioning, marketing, innovations, employee engagement etc.

I enjoy the process of cracking through complexity to arrive at a clear story and action plan that is intuitive to understand. I see brands, cultures/societies and consumers as belonging to one complex ecosystem. My work is fulfilling when I get to think through these interplay dynamics and eventually articulate what is really happening now and where we might go from here.