Next week I am in Shanghai, the powerhouse of the vibrant new Chinese economy. I have visited Bejing several times but this is my first time to Shanghai. I am speaking and acting as Chair at the Chinese Food and Beverage Industry Forum. http://www.foodforum.cn/
I am very much looking forward to the trip on two levels. Firstly, my grandparents lived in Shanghai for 20 years in the 1920’s and 1930’s, escaping with their lives during the Japanese invasion in 1937. Chinese culture was very much a part of visiting my grandparents as a child.
Secondly, there is sometimes a perception – a false one I believe – that the Chinese have things to learn from ‘the West’ about marketing and branding. There may be things – new approaches, new ideas – that we can share with them but I suspect that, with humility and an open mind, there is plenty that we can learn from their deeply rooted culture and the ways in which it impacts upon how they do business.
I shall be talking about the innovative field of sensory branding – linking a brand’s promise to what the customer experiences, across all five senses – and because I am a pioneer in this field, I hope it is something new that I am sharing with them.
But you never know, I may find that they have been working this way intuitively for years but have never seen fit to come up with a label for it.
I’ll let you know how I am received and what I learn.