Ho Kay Tat (left) and Tan Boon Kean speaking at the launch party of The Edge Singapore in March 2002. Photo: The Edge Singapore

Nearly two decades ago, marketing strategy gurus Al Ries and Jack Trout published a book on successful Asian companies and their brands. The duo’s earlier groundbreaking 1981 book, Positioning: The Battle for Your Mind, had sold more than two million copies, been translated into more than 20 languages and became required reading for MBA students.

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