The good and the bad of China brands

We kick off a new short-video series, Marketing Masters, with Prophet's Tom Doctoroff discussing what Chinese brands need to do better to succeed outside their home market.

We kick off a new short-video series, Marketing Masters, with Prophet's Tom Doctoroff discussing what Chinese brands need to do better to succeed outside their home market.

In a new video for Campaign Asia-Pacific, marketing industry heavyweight Tom Doctoroff lays down some home truths about what Chinese brands currently get fantastically right and what they're getting horribly wrong.

Specifically, Doctoroff draws attention to the possibility that the country's cultural mindset is having a knock-on effect on structures. When you have overall a relatively protective culture, where people revere the concrete and they tend to think that the abstract is not...

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