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

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...

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