Brands need to define and align their Principal Narrative in a new China

Holger E. Metzger

TMRC Impact’s Holger E. Metzger outlines why foreign brands need to invest time and energy into understanding the new narratives within China.

This article is part of a Spotlight series on how brands can craft better culture-relevant marketing that resonates with consumers in a changing China. Read more

The quest for Chinese consumers’ hearts and digital wallets has become increasingly difficult for foreign brands.

It’s easy to blame cut-throat competition from an increasing number of hyper-agile local start-ups, the death of brand loyalty and marketers drowning in descriptive but insight-free data.

These issues do exist, but the bigger problem is the failure of brands to emotionally connect with consumers in the first place. To be able to connect you need...

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