Brands including Herborist, a Chinese cosmetics brand, are tapping into signifiers of tradition as new 'cultural selling propositions'. Panos Dimitropoulos from Added Value deconstructs the concept of CSP.
GLOBAL - Johnson & Johnson's (J&J) move to mitigate a reputational challenge over admissions of toxic chemicals in its personal care products has drawn mixed reactions.
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.
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.
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.
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