Damian Madden
Feb 18, 2015

Do Chinese New Year right, or don't do it at all

Just because Chinese New Year is happening, should your brand try to be part of it? Damian Madden of Spectrum Group argues that unless your brand has a good reason to join in the celebration, it might be better to sit this holiday out.

Chinese New Year is upon us and, as usual, brands are clamouring to associate themselves with this auspicious event. Hey, why not There’s a rich heritage of iconography and meaning to draw from and align with, not to mention a theme that changes every year and an emerging Chinese market with a large disposable income.

So it’s no surprise to see special edition products and campaigns marking the occasion across the Asia-Pacific region and beyond....

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