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Brand management in china

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Ben Shipley
Ben Shipley

Presentation to the NZCTA (New Zealand China Trade Association) in Auckland on the 3rd of December

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BRAND MANAGEMENT IN CHINA BEN SHIPLEY
A LITTLE ABOUT ME
MOVED TO SHANGHAI IN 2003
STARTED CONFUCIUSSAYS IN 2004
WHY IS CHINA INTERESTING?
THE LARGEST CONSUMER MARKET ON EARTH
DEVELOPMENT IS SPREADING BEYOND THE BIGGEST CITIES
MASSIVE SOCIAL CHANGE
WHY ARE BRANDS INTERESTING?
MORE THAN A LOGO
BRANDS ARE SPREAD BY TELLING STORIES
BRANDS DEFINE A PERSONALITY
GETTING YOUR PERSONALITY RIGHT
THE VALUE OF RESEARCH
FAIL FAST AND LEARN FASTER
BUILDING AN AUDIENCE
YOUR BRAND CAN HAVE RELATIONS
DELIVER THE BEST BRAND EXPERIENCE YOU CAN
CONVERT THEM INTO ADVOCATES
LEVERAGING SCALE
USE MULTIPLE STRATEGIES
STAY ON BRAND
TAKE YOUR CUSTOMERS ON A JOURNEY
KEY TAKEOUTS
TELL YOUR STORY
MAKE THEM BELIEVE IN THE FUTURE
WORK THE KIWI CONNECTION
STAYING IN TOUCH http://au.linkedin.com/in/benshipley @benshipley http://www.slideshare.net/bshipley http://blogs.hillandknowlton.com/benshipley/ bshipley@hillandknowlton.com.au

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