The last word from the east: China's key opinion leaders
Barney LoehnisOgilvy & Mather
A chief marketing officer of a large global brand in China told me last week how important mass opinion was in China as a driver to sales. In a country of such superlative proportions, brands must demonstrate superlative support for their product. The challenge is how to influence mass opinion, without huge media budgets, in a country bigger than every market in Europe combined.
The solution may not be one you expect. One of the core features of Chinese marketing is that some of the...