International heritage vs. China future: A cultural conundrum

GPB’s Greg Sutcliffe argues that finding the right balance between celebrating an international brand’s heritage and safeguarding its future in China is a critical endeavour.

This article is part of a Spotlight series on how brands can craft better culture-relevant marketing that resonates with consumers in a changing China. Read more

As China continues its relentless surge towards the top of the superpower leader board, Chinese consumers’ relationships with international brands have evolved. Relationship status? It’s complicated. In this vast, fluid consumer market, brands need t