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.
China market
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.
Why Luxury Brands in China Need a New Way to Speak
Luxury in China once spoke through distance — elegant but unreadable. Today, being understood is the new sophistication.
Why Brands Still Need a Content Strategist When They Already Have a Brand Strategist？
Many brands assume a brand strategist covers everything. This piece explains why content strategy matters — and how it keeps brand voices coherent.
Why Funnel Thinking Doesn’t Work in China
China’s user paths jump across platforms. This post shows why funnels don’t work — and how brands should rethink strategy.