Far side of the moon: What it will take to create a true Chinese global brand

岳樂（Reno L. Davis-Yue）

Hypers’ Reno L. Davis-Yue believes that Chinese brands have an opportunity to take the lead in redefining cultural norms and expectations on the global stage.

This article is part of a Spotlight series on how brands can craft better culture-relevant marketing that resonates with consumers in a changing China. Read more

The best way to tell your story, and later market it, is by creating something you’re proud to leave as a legacy. Something that gets in touch with the humanity of what you do and the humanity of those you seek to serve.

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