Has China’s obsession with achieving sales targets sacrificed long-term brand growth, or does it matter anymore? Now with another Single's Day shopping event behind us, we look at the state of brand building in a market dominated by e-commerce sales campaigns.
We're talking to Dhiren Amin, currently CMO at NTUC Income, based in Singapore. H was previously Asia CMO for Kraft-Heinz, based in Shanghai. Dhiren is one of the most active CMOs in the effectiveness awards space and is a big proponent of their participation.
1. Being a regional CMO based in Shanghai under Covid meant 6 quarantine experiences
2. What transfers from China? Channel Learning & Skill of China Speed
3. Will China's new product development innovation impact other markets?
4. Newness in e-commerce comes from the fact it's a 2D environment
5. What's the gap in China's submissions to regional and global effectiveness awards?
6. The path to effectiveness is the development of brand platforms
7. What is the advice for China brands to build effective campaigns?
8. How do brands stay in touch with pop culture?
9. What do you think it's important to participate in effectiveness awards?
10. Who is doing it right? Which brand is ahead of marketing effectiveness in China?
11. Tell us about Guanghe -a Kraft-Heinz fermented tofu brand!
12. How do you partner with agencies to make effectiveness campaigns?
13. Is being a CMO in China worth it, even with all the lockdowns?
14. Any advice for brand managers wanting to get ahead in the APAC region?
15. A/B: Test: Effectiveness, Wisdom, and Shanghai (professionally, that is)
Dhiren Amin on LinkedIn: www.linkedin.com
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