Despite the growth of Asian companies and their global aspirations for leadership, the majority of Asian companies still function based on a trading mindset. A trading mindset where short-term sales and investments in tangible capital assets are predominant.

A study carried out by McKinsey shows that tangible assets are becoming less relevant in Asia's battle for global success. It shows that the biggest value creators of Asia have a 1:1 sales to asset ratio as against a 1:4 sales to asset ratio for an average Asian company.

Going ahead, Asian CEOs and boardrooms need to realize the importance of intangible assets and invest in them. Asian boardrooms will have to accept and support consistent investments in brand building, the results of which will take a couple of years to accrue.