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The Chinese worldview and relationship between individual and society differs from Western societies. In China, the family, not the individual, is the basic productive unit of society. The role brands play for Chinese on the journey to success must be brought into alignment with that cultural orientation.
In a lively, colorful, case-filled presentation, Tom Doctoroff, JWT Asia Pacific CEO, and author of "Billions: Selling to the New Chinese Consumer" and "What Chinese Want: Culture, Communism, and China's Modern Consumer," will review the three golden rules of marketing in China, as well as touch upon the role of the digital domain, a cherished space for self-expression.
