Tag Archives: Tom Doctoroff

New technology is not enough to sell cars – Tom Doctoroff

Lynk & CO and NIO both launched their first production models at the Shanghai auto show in April, but the question is whether new technology is enough to sell their cars. Branding expert Tom Doctoroff says to Wardsauto that the newcomers on this market need a bit more to succeed.

Why advertising does not work in China – Tom Doctoroff

China’s consumers have always been very suspicious of any top-down broadcasting, says marketing guru Tom Doctoroff. Anything that looks like spoon-fed propaganda does not work. Advertising can work, but it is a trick country, and easy to get it wrong, he says.

Chinese: the world’s smartest shoppers – Tom Doctoroff

Chinese belong to the smartest shoppers of this planet, says branding guru Tom Doctoroff. They do not mind to pay a premium, as long as there is a good value proposition. “They seek both reassurance and inspiration” from brands, he says. And if a brand like Apple does not offer a new phone this year, they will just wait, hurting Apple in its revenue.

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.

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.

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.

Tom Doctoroff joins Asia Society as senior advisor

Marketing guru Tom Doctoroff has joined the Asia Society as senior adviser to the president, he announced this week on his Facebook page. Tom will also remain active in his capacity as marketeer for a wide range of clients.