Some of the biggest growth opportunities today lie in untapped or underserved markets — places where demand is emerging, but no brand has truly broken through. These white space markets offer immense potential, but also come with uncertainty, limited infrastructure, and evolving consumer behaviours.

So how do companies break in, earn trust, and build lasting relevance in places where their brand is unfamiliar? What does it take to lead and grow in these high-risk, high-reward environments?

In this episode, we explore the mindset and strategies behind navigating white space markets, from identifying demand and tailoring products to forging local partnerships and managing risk, with insights from Dr Aseem Puri, CEO of Unilever International.

This episode of Marketing Mojo was brought to you by BFM Brandfest. The 20th BFM Brandfest is happening on 16th and 17th July at Nexus Bangsar South.

Produced by: Carol Wong

Presented by: Richard Bradbury

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Categories:  Corporates,  managing,  SME,  entrepreneurs

Tags:  white space marketing,  marketing,  emerging markets,  brand expansion,