Three golden rules to crack China’s consumer culture

How brands can crack the unspoken rules of Chinese consumer culture, including the role of brands in projecting personal status, emphasizing personal payoffs and offering reassurance.

Only in China, according to Prophet senior partner Tom Doctoroff, can parents sign their five-year-old kids up for an MBA course - and get them an early head start in life - such is the distinctive worldview of the Chinese.

"Life is a battle, and education is a weapon on the battlefield of life," said the former Asia CEO for J. Walter Thompson of the Chinese outlook.

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