Tag Archives: branding

Marketing to China: Why Can’t Western Brands Get It Right?

Western brands have been tripping up big time recently in their efforts to market their products to the Chinese market. Why is the Chinese market proving so tricky to navigate for these brands? SMU Prof Srinivas K. Reddy shares ... Read More

Switching from Brand Story-telling to Story-making in the Digital Age

We’re all familiar with the idea of brand storytelling. But what about story-making? SMU Associate Professor Mark Chong explains the differences and shares why brands should look a transitioning to story-making in the ... Read More

Tag Archives: branding

Marketing to China: Why Can’t Western Brands Get It Right?

Switching from Brand Story-telling to Story-making in the Digital Age

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