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China 2015: INSIGHTS | EMOTION

Monica Lee

CEO Greater China 

Brand Union 

monica.lee@brandunion.com

China creates polarized views. Developments in this fast changing market shape and warp perceptions of brands in ways that don’t happen in other countries. Scandals over tainted milk and counterfeit products create a negative impression. In contrast, a brand like Xiaomi successfully challenges global smart phone leaders, illustrating the potential of the Chinese Dream. One thing remains constant – Chinese consumers’ passion and readiness to fall in love with brands.

There are three ways for brands to deliver experiences that cut through the noise and ambiguity, that tug at consumer emotions:

(1) DEFINE YOUR BRAND AS A PERSON

Who are you now?
Who do you want to become? Who do your customers need?

(2) HUMANIZE YOUR EXTERNAL BEHAVIORS

What commitments, actions and manners encourage customers to bond with you? How do you want your customers to feel about you?

(3) SHAPE AN INTERNAL CULTURE THAT DELIVERS YOUR BRAND PERSONALITY

What styles and attitudes in your team lead to appropriate external behaviors? What recruitment processes, coaching and incentives can develop and reinforce these attitudes?