Lessons from Samsung: Factors to drive the rise of Asian brands

Understanding consumers takes more than technology or getting the numbers right. It requires an understanding of emotions, positioning and a bit of fun.

L-R: Benoit Beaufils, Christophe Fauconnier

In a recent interview with the Wall Street Journal, Shao Yang, vice president of marketing for Huawei's device division, admitted At Huawei, we are always very confident about technology and innovation. But understanding people more, this is the challenge.

Shao's admission is courageous, but it seems to reflect an Asian state of things, more than an issue at Huawei. Indeed, while western brands crowd Asian shelves in every category you can name from toothpaste...

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