brand management in china
DESCRIPTION
Presentation to the NZCTA (New Zealand China Trade Association) in Auckland on the 3rd of DecemberTRANSCRIPT
BRANDMANAGEMENTIN CHINA
BEN SHIPLEY
A LITTLE ABOUT ME
MOVED TO SHANGHAI IN 2003
STARTED CONFUCIUSSAYS
IN 2004
WHY IS CHINA INTERESTING?
THE LARGEST CONSUMER MARKET ON EARTH
DEVELOPMENT IS SPREADING BEYOND THE BIGGEST CITIES
MASSIVE SOCIAL
CHANGE
WHY ARE BRANDS INTERESTING?
MORE THAN A LOGO
BRANDS ARE SPREAD BY
TELLING STORIES
BRANDS DEFINE A PERSONALITY
GETTING YOUR PERSONALITY RIGHT
THE VALUE OF RESEARCH
FAIL FAST AND LEARN FASTER
BUILDING AN AUDIENCE
YOUR BRAND CAN HAVE RELATIONS
DELIVER THE BEST BRAND EXPERIENCE YOU CAN
CONVERT THEM INTO ADVOCATES
LEVERAGING SCALE
USE MULTIPLE STRATEGIES
STAY ON BRAND
TAKE YOUR CUSTOMERS ON A JOURNEY
KEY TAKEOUTS
TELL YOUR STORY
MAKE THEM BELIEVE IN THE FUTURE
WORK THE KIWI CONNECTION
STAYING IN TOUCHhttp://au.linkedin.com/in/benshipley
@benshipley
http://www.slideshare.net/bshipley
http://blogs.hillandknowlton.com/benshipley/