Category Archives: branding

Huawei: too late to save its international image? – Tom Doctoroff

China’s telecom giant Huawei turned on an unprecedented PR machine after it got into rough weather and even exposed its reclusive founder to foreign journalists. Too late, too little, but not untypical for most Chinese companies, even when they have global aspirations, says marketing veteran Tom Doctoroff to the Holmes Report.

The battle to sell China inside your company – Ashley Dudarenok

The battle of selling China internally in your larger company is still a struggle, says marketing expert Ashley Dudarenok, at her daily vlog. Heads of China operation feel lonely as they have to explain their headquarters how China works. Outdated views on China, and a global marketing department unwilling to adapt their material to China are just some of their problems.

Why China is important for brands and their marketing – Matthew Brennan

China has not only the largest group of online consumers but also a fully different digital ecosystem compared to the rest of the world. Digital veteran Matthew Brennan explains why the rest of the world needs to learn from China.

China brands looking for more synergy – Ben Cavender

In a new trend, China brands are looking to cross traditional borders, seeking more synergy, says retail expert Ben Cavender to the China Daily. “Part of the challenge is in making the product meaningful to consumers,” said Cavender.

Tom Doctoroff joins electric car craze

China veteran Tom Doctoroff will join the electric vehicle startup Evelozcity in Los Angeles as head of marketing and leaves his current position at Prophet, he announced, according to Marketing-interactive. The company will get a more sexy name down the road.

How China’s KOLs differ from those in the US, Europe – Ashley Dudarenok

Key Opinion Leaders (KOLs) in China differ very much from their colleagues in Europe and the US, says China marketing veteran Ashley Dudarenok, author of Digital China: Working with Bloggers, Influencers and KOLs to Vultlab. Western companies certainly need a China-strategy to enter this very different market, Ashley argues.

Travel startups have a hard time in China – William Bao Bean

A dramatic consolidation has made life tough for all startups in China, including those focusing on travel, says William Bao Bean, the managing director of the Chinaccelerator, China’s first and leading startup accelerator based in Shanghai, to Phocuswire. Opportunities he still sees for the fast-growing number of outbound Chinese tourists.

Peppa Pig in the Chinese New Year – Ashley Dudarenok

Marketing veteran Ashley Dudarenok explains how the rebellious Peppa Pig, once denounced by the government as a “gangster” became one of the more popular symbols in the just started Year of the Pig.

Luxury brands got it wrong on Douyin – Ashley Dudarenok

Luxury brands jumped on Douyin, a hip short video app that is popular among China’s young social media users, that has even been called the WeChat for luxury goods. Wrong, very wrong, says marketing veteran Ashley Dudarenok to the Jing Daily.

What Tencent does better than Apple – Matthew Brennan

Zhang Xiaolong, the founder of Tencent’s WeChat, delivered a speech on how the future of the company looks like. Tencent watcher Matthew Brennan looks at the way Tencent is doing things different than Apple, and why their mini-programs might be a winner, in Technode.