Insights

Opinions, research and discoveries about marketing, emotions, target markets, digital media, storytelling and the business of branding.

Thomas Range Goes To China

Thomas Range Goes To China

Immediately upon arriving in China, I found new motivation to stay fit—crossing the street. It turns out, having the right of way means something completely different in China than it means in the US.

E-Commerce Lessons From Rio Phior – Star Wars Jedi And Master

E-Commerce Lessons From Rio Phior – Star Wars Jedi And Master

You read that right. At the impressive age of 26, Rio was in charge of the creative direction for all the advertising, merchandising and publishing for the Star Wars trilogy of films. Now, she co-owns a branding and marketing agency and expresses three crucial steps to securing success in creating and maintaining an ecommerce site.

When In Rome…A Story Of Fried Chicken

When In Rome…A Story Of Fried Chicken

KFC, a restaurant NYU President John Sexton describes as a “rather lack-luster American fast food brand” currently operates 2,200 branches across China, almost three times as many as McDonalds, and is continuing to expand at a rate of 300 new restaurants every year. In fact, when I first landed in Shanghai and asked a Chinese friend where was a good place for me to go to try good Chinese food, he offered to take me to KFC.

Disasters In Chinglish

Disasters In Chinglish

Sometimes the missing link between a brand and the hearts of the Chinese people is not habitual, but lingual. What a brand positions itself as in the West means an altered version of itself in the East. Why? Because words are like humans: what counts is what’s on the inside.

Rub A Dub Dub. Three Men In A Tub

Rub A Dub Dub. Three Men In A Tub

China has 1.3 billion people, 670 million of which are men. Lynx, Europe’s bestselling brand of men’s hygienic products, saw opportunity there. If even one percent of those men became Lynx customers, Lynx would have a lot of new customers. Although Lynx was excited by the prospect of these men, these men were not excited by Lynx—the product was irrelevant to a culture without a phobia of man-stench.

How Love Is Going Digital

How Love Is Going Digital

If you’re in the Valentine’s retail market or marketing services or products that have anything to do with romance (flowers, chocolates, jewelry, gifts, travel, candles, greeting cards, etc.), you’ve got to be on the web.