This review is useful if
You’re preparing to enter China, or already visible there, but don’t fully trust your current assumptions.
Your team or agency has a plan, yet you’re unsure how the message will actually be read.
Everything looks “technically correct” — but something doesn’t sit right.
You want a third-party judgment before committing budget, exposure, or direction.
Recent Insights
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Why China Is a Highly Uncertain Market for International Brands
Why China feels uncertain to global brands — and why early judgment matters before entering the market.
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Content Can Be Written with AI, but Judgment Can’t Be Outsourced
AI can be part of the writing process, but judgment can’t be outsourced. This article explains how I use AI in content creation—and where I draw the line.
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Why Strategy Often Gets Squeezed Out of Execution
Why strategy often disappears during execution—and how this plays out faster in China’s marketing environment.
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Creative Advertising Still Has a Market in China — Heinz Just Proved It
Heinz’s latest campaign shows one thing: when most brands choose control, the work with a bit of creative looseness gets noticed.
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China Localization: The First Judgment Global Brands Need to Make
In China localization, execution is rarely the real issue. Judgment is. Language, communication, and cultural interpretation can quietly shift a brand’s original intent.
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In China, What You Do Is What You Say — Especially When Localizing
Sam’s Club and Starbucks are making big localization moves in China — and people read these shifts as signals, not internal changes. This piece explains why.
China market strategy starts with judgment
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