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 road to marketing shame is paved with good intentions. No one sets out to create a campaign that is mocked by the masses. Yet, one does not have to cast their minds very far to think of a cringe-inducing campaign. With so many examples of what not to do, how do advertisers still miss the mark? It is easy to create a campaign that does not generate a maelstrom of controversy....