Get out of your zone: Winning the'Chu Quan' marketing game in China

Alice Yu outlines an emerging opportunity for brands to connect beyond their categories and become a part of a much wider consumer conversation.

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

It is normal for marketers to compare themselves with direct competitors when measuring their brand performance, just like Coca Cola vs. Pepsi, KFC vs. McDonald, Nike vs. Adidas. But recently, this battle has been brought to another level with “Chu Q

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