Category Archives: advertising

Chinese brands: no price premium – Tom Doctoroff

Chinese brands might be improving, but they can still not offer a price premium, says marketing guru Tom Doctoroff and author of What Chinese Want: Culture, Communism, and China’s Modern Consumer at Campaign Asia. They are lacking long-term concepts and are mostly sales-driven, he adds.

Coca-Cola is on the wrong track selling a tin of water for US$9 – Tom Doctoroff

Coca-Cola surprised many branding experts by launching a tin of sparkling water called ‘Valser’ to Chinese consumers for US$9. It is not impossible, says branding guru Tom Doctoroff to the South China Morning Post, but then they have to change their marketing dramatically. “Turn it into a social currency,” Doctoroff says.

Branding experts at the China Speakers Bureau (updated)

Getting your branding right in China remains a challenge. Consumers react different from those in your home markets. Their media consumption is different, and their online tools – where most Western ones are blocked – are very different indeed.

At the China Speakers Bureau, we can help you in developing the right strategy, by offering leading experts on branding in China. Here we offer four or them, but we have more to offer.

Business in China: hard but doable – Tom Doctoroff

Marketing guru Tom Doctoroff left China after two decades. For Mumbrella Asia he explains how doing business with China and the Chinese is different. “China marches to the beat of a very different drum,” he says.

Moutai beats Johnny Walker on value – Shaun Rein

Kweichow Moutai, China’s favorite booze, passed on Friday with US$71.5 billion Johnny Walker owner Diageo as the world’s most valuable drink despite its dependency on the China market. They have made all the right moves, tells business analyst Shaun Rein to CNN, despite president Xi Jinping’s anti-corruption drive.

Warren Buffett sells better than sport heroes – Shaun Rein

Superinvestor Warren Buffett made a surprise appearance on CoCa-Cola’s Cherry Coke’s can during their China launch. A good move, says business analyst Shaun Rein to AP. Business leaders like him are more popular than sport starts.

Tom Doctoroff joins Prophet

Tom Doctoroff has been appointed as senior partner at Prophet, a global brand and marketing consultancy, the company announced.

Previously he was for more than two decades working for JWT in China, lastly as its APAC CEO.

What makes Confucian countries tick? – Tom Doctoroff

Western values do not match with Confucian values, but what does Confucian countries like China, Vietnam and Korea tick. Marketing expert Tom Doctoroff lived for two decades in China, and defines on his LinkedIn page what makes the consumers in those countries different.

Comparing China´s generations – Tom Doctoroff

Marketing guru Tom Doctoroff explores his insights in the different generations he saw in China, born in both the 1980s and 1990s, in a lecture for the Asia Society, just before leaving China after 18 years. “They want a free mind, but within a framework,” he tells his audience.

Marketing needs more platforms than only WeChat – William Bao Bean

WeChat has been for long the golden grail for marketing to China´s consumers. But those days are over, says innovation expert William Bao Bean, director of the Shanghai-based ChinaAccelerator to TechNode. Marketing needs more platforms than WeChat, although the Tencent tool is still an important center piece.