Ellen Hou
Oct 4, 2017

Chinese startups falling into trap of 'safe' branding

Identifying their convictions and sticking to them is something many of China's startups are failing to do. Carat's Ellen Hou gives a brand-building lesson.

Ellen Hou, CEO of Carat China

In the current bike-sharing craze in China, we are seeing new startup brands emerging one after another. Recently, the competition has escalated to territorial fights for capital and wars of words between the brands.

But while each model is a different colour none of these brands' efforts amounts to real brand-building. I do not see any conviction in their attempts to change the mode of transportation for mankind, or see any real meaning for...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
cs@haymarket.asia
or call+852 2122 5227

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +852 2122 5227
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Move and win roundup: Week of June 24, 2019
Premium
8 hours ago

Move and win roundup: Week of June 24, 2019

PHD Indonesia and more, in our weekly collection of people moves and account news.