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Five Insults to CMO's entering China - Barney Loehnis
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Five Insults to CMO's entering China - Barney Loehnis

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This presentation was adapted from an article I wrote for Fast Company - The 5 insults CMO's must address when they are preparing their brand for entering China. …

This presentation was adapted from an article I wrote for Fast Company - The 5 insults CMO's must address when they are preparing their brand for entering China.

In general people underestimate how different it is to communicate and market their brands in China. It's scale and complexity requires a very different approach. MOst CMO's don't have enough budget to use TV or OOH in China, so they are more dependant on digital channels to help grow their brand.

They are also dependant on social media and the mobile screen to engage their audience as these are the primary access points to the internet for most consumers in China.

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  • 1. 5challengesinsultsthat GlobalBrands(and their CMOs)must overcomeby Barney Loehnis
  • 2. 5 challenges insults that Global Brands(and their CMOs) must overcomeMost emergingmiddle classconsumers haven’theard of mostglobal brands.Consumers don’t share the samecultural reference points that mostbrands depend on to convey theirbrand essence.1
  • 3. 5 challenges insults that Global Brands(and their CMOs) must overcomeSocial media mustbe a central partof – not peripheralto – brand building.Brands have to use Socialmedia as a fundamental brandbuilding tool, but they needwell crafted content suitablefor local audiences that differsto the global mantra2
  • 4. 5 challenges insults that Global Brands(and their CMOs) must overcomeThe mobile screen isthe first and mostfrequent touch pointbetween a brand andits consumers.The dominance of mobile access to theinternet, makes it the prime channel forcontent delivery – in need of small bite sizedand easy to consume brand nuggets3
  • 5. 5 challenges insults that Global Brands(and their CMOs) must overcomeThe consumer behaveslike a cat – gone are thedays when a fat chunkof media money canbuy their undividedattention.In the fragmented world of social and mobile,marketers need to develop “systems” andnarratives that are non-linear—and to optimizeoutcomes across the journey4
  • 6. 5 challenges insults that Global Brands(and their CMOs) must overcomeThere is a lack oftransparency insocial media andmeasurement.Where transparency isopaque and advocacyis linked with paidrelationships, globalbrands need to changetheir approach to betterharness local markets5
  • 7. 5 challenges insults that Global Brands(and their CMO’s) must overcomeClick hereto view TheFull Article onFast Company

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