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Please note this event has been fully booked.
The Marketing & Media Committee will kick off 2018 with Tom Doctoroff, one of Asia’s most respected Marketing experts.
Senior Partner Tom Doctoroff, former CEO of J. Walter Thompson and long-time Shanghai resident, will reveal China’s most beloved brands based on global brand consultancy Prophet’s newly-released Brand Relevance Index (BRI). He will explore the Chinese consumers’ fundamental motivations and explain why some brands do well and others fail to capture the Chinese imagination.
As we dive deep into the drivers of Chinese psychology, this session will also reveal the three “golden rules” of marketing in China and timeless principles to which every brand – global or local, online or offline -- needs to follow. Even as China’s digital universe morphs at warp speed, successful brands must be brought into alignment with a timeless worldview and surprisingly-consistent commercial landscape.
In this session, Tom will also uncover how to conquer the “white space” – a huge untapped opportunity for all companies that exists in between low-margin “scaled” products and high-margin brands that remain “out-of-reach” for the vast majority of Chinese consumers.
Come join the Marketing Committee for a case study-filled discussion that promises to be enlightening, provocative and fun. Paul Lin, the Chair of the Marketing Committee, will host this showcase with Tom.
The Marketing & Media Committee will kick off 2018 with Tom Doctoroff, one of Asia’s most respected Marketing experts.
Senior Partner Tom Doctoroff, former CEO of J. Walter Thompson and long-time Shanghai resident, will reveal China’s most beloved brands based on global brand consultancy Prophet’s newly-released Brand Relevance Index (BRI). He will explore the Chinese consumers’ fundamental motivations and explain why some brands do well and others fail to capture the Chinese imagination.
As we dive deep into the drivers of Chinese psychology, this session will also reveal the three “golden rules” of marketing in China and timeless principles to which every brand – global or local, online or offline -- needs to follow. Even as China’s digital universe morphs at warp speed, successful brands must be brought into alignment with a timeless worldview and surprisingly-consistent commercial landscape.
In this session, Tom will also uncover how to conquer the “white space” – a huge untapped opportunity for all companies that exists in between low-margin “scaled” products and high-margin brands that remain “out-of-reach” for the vast majority of Chinese consumers.
Come join the Marketing Committee for a case study-filled discussion that promises to be enlightening, provocative and fun. Paul Lin, the Chair of the Marketing Committee, will host this showcase with Tom.
