Brands must stay authentic and honest to their roots, but they also need to be relevant and easily-accessible in overseas markets. Using New Zealand and China as an example, we look at some conflicts that can be turned into great stories and brand attributes. You can read more thinking like this on our blog: http://syengage.com/how-to-make-your-brand-relevant-in-china/

1. Brands on social media are expressed
continuously, not just spoken once
New Zealand-ness
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Individualistic
Egalitarian
Wild (but friendly)
Unique and niche
Chinese Characteristics
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Collective
Prestigious
Cute
Bigger is better?
How to create an authentic value proposition
that is relevant to your audience?
Know Thyself
Know Thy Customer
The 21st century Chinese consumer is a marketer.
Their brand is themselves.
Whether you are honey, milk powder or jewelry, you are an accessory. Do you
make your "marketer" look good?