Opening shots: Asian myths and realities: Facts, fallacies and farang -- The critical path -- The holy grail and how Asian brands can find it -- Asia conquers the world: The Singapore girl -- Branding a country -- Asian hotels: a question of taying power -- A brand distracted -- Jolly jungles: the Sarawak story -- An airport brand that didn't take off -- The next wave -- The world conquers asia: When giants roamed the earth -- What makes asia tick -- Mamasan knows best -- From stutgart with love -- Communicating in China -- Food for thought -- Work in progress: The new asian rulebook -- Future truths

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