Building loyalty in China: Examples from Vancl, Nike and adidas
Low Lai Chow
Brands seeking to build loyalty and advocacy typically talk about forging genuine bonds with consumers – but in China at least, the reality is often quite different.
"What we have right now is a coexistence of two very fundamental models of loyalty – and that is top-down and bottom-up models," Tom Doctoroff, chief executive for Asia Pacific at agency network JWT, told delegates at AdAsia 2013.
"At its worst, the top-down model is like propaganda," he asserted. As such, this approach typically makes claims such as "We...