Tag: ama china

Don’t Let the Buzz About Brand Experience Cloud Your Brand Idea

Is traditional branding dying? Is the “big brand idea” a relic of our traditional past? Conventional broadcast advertising (radio, print and television) is useful for verbally and visually communicating brand and product benefits, but in an era of consumer empowerment, top-down messaging—or the passive embrace of manufacturers’ wisdom—is no longer enough. Brands need to build […]

The Brand Divorce

In 2013, 3.5 million Chinese couples filed for a divorce—an increase of 12.3% over the previous year. Chinese marriage is in crisis: More and more Chinese are choosing to part ways with their spouses or not to cast their lot with anyone in the first place. Similar statistics are hard to come by for the […]

Copyright 2014 American Marketing Association
This site content may not be copied, reproduced, or redistributed without the prior permission of the American Marketing Association or its affiliates.