About this event
You probably remember the debacle surrounding Dolce and Gabbana’s China marketing a few years ago. It featured a Chinese woman struggling to eat pizza with chopsticks, the campaign massively backfired and alienated Chinese and western consumers alike.
It’s a classic example of brands not understanding cultural sensitivities and actively causing their own PR crisis. It’s also the most serious form of crisis because it can lead to boycotts and the inability to regain Chinese consumers’ hearts and minds.
This is just one issue that brands can come up against.
Its also vital to understand today’s Chinese consumers’ and their needs and wants and localise accordingly, whilst maintain global brand consistency.
This is neither easy nor straightforward.
This webinar will look at the brands that have got the balance right and what to consider to ensure brand consistency, whilst staying relevant in today’s China.
The agenda will include a 20 min Q and A session.
Who It's For
The session is aimed at marketing directors, international business development directors, and commercial leads of ambitious global brands, who want to improve and strengthen their business operations and marketing efforts in China.
What You'll Learn
- Why things go wrong and how to prevent them
- How to get it right; the main considerations
- Best practise and case studies of brands who have got the balance right
- Top Tips for brand alignment with a roadmap for success