Category Archive: China

China: where all the rules of marketing matter

When I started writing this blog I asked myself what it should focus on. Should it be about branding – adapting the brand identity, developing the Chinese brand name (from the legal entity… Continue reading

Encouraging local creativity: You can’t tell creative people to be creative, but you can let them.

It’s Chinese New Year on February 19. The Spring Festival is regarded as the most vibrant gift giving and shopping season in China, and therefore one of the major push for many leading… Continue reading

How do global brands adapt the advertising for the local market? Start with the product.

When developing a global campaign for a local market, the first thing many people might consider is how do we maintain the global idea and adapt it in a creative way so that… Continue reading

Localize the product, not just the name.

When a western brand enters a foreign market, a lot of people will first set sight on the name. However, a name, as important as it seems, is just part of the defining… Continue reading

Building unique brand experiences in local markets

There is a subtle difference between brand pushing messages to consumers, and letting consumers discover what the brand represents. Recently, a giant pavilion in the shape of a Louis Vuitton suitcase emerged on… Continue reading

Great idea is an idea well-shared

Great global ideas do not come about easily. There is always the challenge when an idea works really well in one market, but does not resonate with the consumers in another. There is… Continue reading

Beyond social media. How can Topshop become truly global?

If we have to choose a high street fashion brand that had made global news recently, it had to be Topshop. During London Fashion Week in September, the fashion industry had widely praised… Continue reading