Building a healthy brand in China
Susie Hunt
When working recently with Motorola in developing its retail brand experience for the Chinese marketplace (see the Appendix), I was reminded once again of the key challenge faced by global brands in translating their brand storytelling and experience for these consumers.
While consumers in the West may value a relatively minimal 'less is more' curated experience at retail, brands in China, especially in the technology sector, thrive on 'more is more' experiences; these radiate a sense of leadership and success, while a minimal experience can feel passive and less compelling. So...