Why Male Brand Guys will not work for Girl Brands in China


Last week, Director of SMART, Jerry Clode published a much-talked about article for Campaign Asia looking at the increasing use of male brand ambassadors by female-focussed brands in China.   Jerry suggests that this may be damaging to these brands, and their longer-term relationship with their female consumers.

It is a good, insightful, logical, and helpful read – full article here.

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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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