The soft sell
HOME > PAST ISSUE > SPECIAL REPORT [Premium content]June 2007
Marketers continue to look for some kind of ‘China cool’ to give their products an edge. But the harder they look, the less they find
More than any other city in China, Shanghai is inundated with the conspicuously Western- style marketing multinationals rely on to build brand equity.
From enormous billboards to tiny screens in taxi cabs, advertising is a big part of the city. And not a day goes by without myriad events sponsored by companies, many of them Western, looking to connect with local customers.
Few, however, are succeeding.
"At a lot of events they do, there are only foreigners. The ...
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