The contagion effect of Shanghai Disney Resort
Resonance China’s Jerry Clode warns that far from being a wonderland for China-based brands, the Shanghai Disney Resort will elevate benchmarks and shake up some local categories.
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Why the attitude of China's middle class is a feminine one
Previously, class groupings in China followed a socialist or chauvinist definition. Resonance China's Jerry Clode explains why brands now need to find their feminine voice, as the fairer sex is creating a new consumer reality in China.
Why are brands so 'loose' on Chinese digital platforms?
Resonance China's Jerry Clode explains why it is even more important to keep your brand messaging tight on Chinese digital platforms as more brands pile into social marketing.
Why Olay's choice of male ambassador for China is a stupid move
Resonance China's Jerry Clode questions the wisdom of brands such as P&G's Olay choosing male brand ambassadors for female products.
The kingdom of 'Wei': WeChat and Weibo's coexistence in China
China's maturing digital landscape can now support two major social networks, so marketers need to avoid a 'WeChat vs Weibo' mentality, explains Jerry Clode of Resonance China.
Brands need to roll with the rise of Chinese nationalism
Resonance China’s Jerry Clode explains the recent rise of nationalism in China, and how brands can deal with it.
The silent damage of a bad Chinese brand name
Resonance China’s Jerry Clode explains how a poorly-chosen Chinese brand name can cause "silent damage" to your brand over the long run.
Why Jeff Bezos is wrong about market research
A market researcher feels the Amazon founder’s comment that “market research doesn’t help” needs a response.
OPINION: From celebrity endorsement to true ambassadorship in India
Jerry Clode, associate director of cultural insight for Added Value, looks at the migration of brands from 'one size fits all' endorsements to a more meaningful engagement with celebrities in India.
OPINION: The awkwardness of marketing Chinese brands globally
In the current political climate, overt Chinese-ness is simply a competitive disadvantage for Chinese brands overseas, according to Jerry Clode, associate director of cultural insight for Added Value. Perhaps Chinese brands with global aspirations can look to post-war Japan for role models.
OPINION: Brands in China increasingly put ‘bad boys’ to work in digital campaigns
Brands in China find leeway to employ celebrities with rebellious images in online advertising, explains Jerry Clode, associate director of cultural insight for Added Value.
Indian Premier League evolves into platform brands can't ignore
The energy and story of the IPL is now building strong momentum. Brands need to raise their game too, treating the IPL as a strategic opportunity—not just a tactical no-brainer.
OPINION: Brazil provides branding role models for China, India
Brands from Brazil are capturing global attention and allegiance, while their Asian counterparts among the 'BRIC' countries, China and India lag behind, writes Jerry Clode, who leads cultural insight in Asia-Pacific for brand-development consultancy Added Value.
How Japanese brands can find security in volatile China
Japan’s political relationship with China remains complicated, but its brands have the chance to forge a new relationship with Chinese consumers, says Jerry Clode of Resonance China.
China: The 10 commandments of China market entry
Resonance China's Jerry Clode gives his 10 simple rules for how to succeed in this notoriously difficult market to crack.
Five marketing consequences of China's growing economic footprint
Are you frequently awoken by nightmare visions of an ominous giant panda atop a local skyscraper in a King Kong-like rage?
New Zealand has much more to offer than Hobbits
New Zealand famously made the most of its association with Peter Jackson's Lord of the Rings films, but that decision has also limited the country's positioning to reliance on scenery at the expense of more resonant attributes.
Marketers' toolbox: The power of the road trip in China and India
Citing recent examples where storylines built around road trips proved successful, Jerry Clode, associate director of cultural insight for Added Value, explains how brands can exploit the emotional impact such stories can generate—particularly in China.
A storm in a coffee cup: Should Starbucks worry about Luckin in China?
The upstart in this 'blue versus green' battle for mug-share has interesting differentiators, from pricing to experience and a focus on the workplace, Jerry Clode argues.
How 'Me Too' will impact Chinese advertising
Resonance’s Jerry Clode asks whether we can expect the Me Too movement to have an effect in China.
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.