ShanghaiZhan: All Things China Marketing, Advertising, Tech & Platforms Opening the Mailbox: Branding, Retail, Livestreaming, Media & More: Stephen Drummond
Mar 4, 2025
Stephen Drummond, a renowned brand strategist consultant in China, shares his insights on pressing marketing questions. He discusses the growing emphasis on brand building among Chinese companies despite instant eCommerce demands. Drummond tackles the perceived overhyping of livestreaming and its potential to dilute brand integrity. He also explores the future of traditional retail in Shanghai, highlighting high vacancy rates and the need for malls to adapt to consumer expectations. Finally, he reveals promising growth areas influenced by post-pandemic consumer behavior.
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Brand Building vs. Performance Marketing
- Brands prioritize short-term performance marketing during economic downturns.
- This behavior is not unique to China and has been observed in past recessions.
Balancing Brand and Performance
- Blur the lines between performance and brand marketing.
- Create activation campaigns with branded elements and clear calls to action.
Maintaining Brand Visibility
- Maintain consistent brand messaging across various platforms.
- Test and track brand salience to optimize media planning.