Chinese marketers - indeed, marketers everywhere -- need to "rebuild" corporate structures to align assets. True, "pain from change" is unavoidable. But downward vortex of commoditization will be more difficult to bear.
In the last week, U.S. discount department store Target has announced a retreat from Canada four years after opening there, closing 133 stores, ending 17,600 jobs, and burning US$2 billion in cash. What went wrong?
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.
Tokyo superstores BicQlo, Shinjuku; Yodobashi Camera, Akihabara, and Don Quijote, just about anywhere in town; are big fun. They've refined the concept of 'shop 'til you drop' to the point where you can reach true retail exhaustion without ever leaving the building.
A beautiful brand idea is invisible, but possesses the gravitation force to unify messages across an exploding array of media, geography and cultures. The brand idea is more than a theoretical abstraction. It remains the lynchpin of consumer loyalty.