A ladder or an escape route, what's your brand offering?

In China, brands need to be either a source of escape or inspiration in consumers’ lives to stand a chance of a successful 2018, warn Resonance’s Jerry Clode and Michael Norris.

The battle for hearts in minds in China is being fought on the screens of local millennials, a space they may spend up to eight hours a day engrossed in.

As a recent participant in one of our ethnographic studies in Chongqing spelt out “If a brand is not on my phone, how the hell would it ever enter my life.”

Talking about 'millennials' as a demographic is problematic since the globally...

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