Why are brands so ‘loose’ on China digital – New SMART Article


Yesterday, Director of Resonance SMART, Jerry Clode, published a new article as part of his regular series for Campaign Asia.  The article highlights that international brands in China, and not paying sufficient attention to their brand messaging when communicating on digital platforms in China.

Using a number of examples, both positive and negative, Jerry reminds brands that consistent messaging is always important, but even more essential when communicating digitally, as it is an environment where brands have less control.   The newness of the China market, means digital can often be the first touchpoint for many consumers, meaning it is primary way they form brand perceptions and relationships – so the message must be brand consistent from the outset.

To read the full article in Campaign Asia – click here. Screen Shot 2016-05-05 at 9.42.38 AM

About Author

Jerry Clode

Jerry Clode is Head of Digital & Social Insight at Resonance. He leads Resonance SMART, providing leading-edge research, strategy and naming for brands in China using bespoke methodologies. Jerry also produces Resonance's popular China Social Branding Report, a bi-weekly publication covering modern marketing methods of the world's top brands.

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