This presentation was adapted from an article I wrote for Fast Company - The 5 insults CMO's must address when they are preparing their brand for entering China. In general people underestimate how different it is to communicate and market their brands in China. It's scale and complexity requires a very different approach. MOst CMO's don't have enough budget to use TV or OOH in China, so they are more dependant on digital channels to help grow their brand. They are also dependant on social media and the mobile screen to engage their audience as these are the primary access points to the internet for most consumers in China.

1. 5challenges
insults
that Global
Brands
(and their CMOs)
must overcome
by Barney Loehnis

2. 5 challenges insults that Global Brands
(and their CMOs) must overcome
Most emerging
middle class
consumers haven’t
heard of most
global brands.
Consumers don’t share the same
cultural reference points that most
brands depend on to convey their
brand essence.
1

3. 5 challenges insults that Global Brands
(and their CMOs) must overcome
Social media must
be a central part
of – not peripheral
to – brand building.
Brands have to use Social
media as a fundamental brand
building tool, but they need
well crafted content suitable
for local audiences that differs
to the global mantra
2

4. 5 challenges insults that Global Brands
(and their CMOs) must overcome
The mobile screen is
the first and most
frequent touch point
between a brand and
its consumers.
The dominance of mobile access to the
internet, makes it the prime channel for
content delivery – in need of small bite sized
and easy to consume brand nuggets
3

5. 5 challenges insults that Global Brands
(and their CMOs) must overcome
The consumer behaves
like a cat – gone are the
days when a fat chunk
of media money can
buy their undivided
attention.
In the fragmented world of social and mobile,
marketers need to develop “systems” and
narratives that are non-linear—and to optimize
outcomes across the journey
4

6. 5 challenges insults that Global Brands
(and their CMOs) must overcome
There is a lack of
transparency in
social media and
measurement.
Where transparency is
opaque and advocacy
is linked with paid
relationships, global
brands need to change
their approach to better
harness local markets
5

7. 5 challenges insults that Global Brands
(and their CMO’s) must overcome
Click here
to view The
Full Article on
Fast Company