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...