Failure to consider cultural and emotional factors limits their ability to crack world's second-largest economy.
"While a few missed the mac and cheese, chopsticks were wielded and minds were opened."
The invented pictogram is not a brand name; the Swedish company intends it as a conceptual signifier for plant-based milks. And it already shows signs of catching on.
An Ogilvy study says to make luxury matter to the post-90s generation of young Chinese, brands have to change six marketing rules.
Taking a life of its own, Chinese-style marketing has followed neither existing textbooks nor tenets of ad gurus like David Ogilvy and George Lois.
Price-sensitive Chinese shoppers dig out microscopic levels of information while planning overseas shopping expeditions. Here's what one retail-village operator learned about what it needed to provide.
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