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Timeless or New? The ABCs of Marketing in a Digital Era

Tom Doctoroff | Posted 02.12.2015 | Business
Tom Doctoroff

The explosion of digital platforms is causing many marketers to rethink how they engage with consumers. But sometimes in their hurry to embrace the digital world, companies often lose their way and forget the basic principles of good marketing and branding.

The Brand Idea: From Unity, Strength

Tom Doctoroff | Posted 01.25.2015 | Business
Tom Doctoroff

Carefully crafted ideas -- and adherence to the ABCs of brand building -- must remain our lighthouse. As brand pioneers, we must explore the shoals of a new digital landscape. But let's not become stranded by algorithmic trendiness. Timeless can be new.

Advertising in China: What's New, What's Not

Tom Doctoroff | Posted 08.02.2011 | Business
Tom Doctoroff

Luxury goods are a tool for career advancement in China. In the PRC, the key benefit of shower gel is "an energizing shower experience that helps me start the day with a kick."

Is China Serious About Major Economic Reform? Probably Not

Tom Doctoroff | Posted 05.25.2011 | Business
Tom Doctoroff

Is China wrong to make economic reforms so slowly? Probably not. Despite having become the world's second largest economy, China is still a poor country on a purchase power parity (PPP) basis.

China's Senior Market: Gray Today, Golden Tomorrow

Tom Doctoroff | Posted 05.25.2011 | Business
Tom Doctoroff

Marketers must realize that, as incomes rise, the Middle Kingdom will become more modern, more international, but not more Western. Goods must be positioned in accordance with cultural imperatives.

Winning Designs in China: Standing Out to Fit In

Tom Doctoroff | Posted 05.25.2011 | Style
Tom Doctoroff

Western-style individualism is like Eve's apple -- succulent, enticing, desired. Biting into it, however, risks banishment to the Land of Outcasts.

How Marketers Can Win During China's "Recession"

Tom Doctoroff | Posted 05.25.2011 | Business
Tom Doctoroff

China's recessionary environment has yielded a new conservatism that will not dissipate until vigorous growth is restored.

Olympic Sponsors: For the Chinese, Winners and Losers

Tom Doctoroff | Posted 05.25.2011 | Business
Tom Doctoroff

As the XXIX Olympiad in Beijing has come to a close, all eyes are on return on investment. Were the millions of dollars forked out by both international and local brands worth it?