Resonance’s Jerry Clode was recently interviewed in the South China Morning Post about American brands effect on luxury fashion in China. It’s a great read, full of revealing insights into Chinese culture’s unique effect on brand adoption and how brands like Michael Kors, Ralph Lauren, Calvin Klein and Tommy Hilfiger succeeded in China when their home markets were suffering.
Resonance’s Jerry Clode Interviewed on SCMP
“In China, American brands have been incredibly successful in owning category and new behaviours,” Clode told the South China MorningPost. “Starbucks has created coffee culture, Disney is the exemplar family destination, Apple still dominates premium consumer technology and Tesla has captured the imagination of China’s future-focused middle class.
“As local consumers increasingly use fashion and luxury to express their lifestyle and identity, American brands have a profound head start on other nationalities in terms of precedent and aspiration,” he said.
On June 26th, Resonance’s head of research and digital insights, Jerry Clode, will be leading a workshop at the American Chamber of Commerce.
Titled: “Brand America in China – How to Leverage Your Brand’s American Identity and Culture to Connect with Chinese Consumers”, the workshop aims to tackle key strategic issues facing US brands and organizations communicating liberal values in a country that emphasizes control and political correctness.
We’re proud to announce Resonance’s Jerry Clode and Michelle Yan have made it on the 2018 Campaign Asia Digital A List for creative excellence in the marketing and communications industry. They join 30 other digerati harnessing China’s enormous potential and the irresistible force of digital technology to make significant contributions to the marcom industry in China.
Michelle and Jerry – Digital A List Winners
Jerry is recognized for his work creating SMART@Resonance, our research offering, and developing and pioneering a new research methodology meshing traditional research with WeChat and other digital and social platforms to drive targeted results for both mass and niche brands entering or realigning their brands in China.
Michelle is recognized for her high standards and relentless push for excellence; offering new, original and tailored social media, WeChat strategies for clients, pushing boundaries and producing big results for clients across multiple industries.
Both Jerry and Michelle are a joy to work with at Resonance, and we look forward to the many great things they will no doubt achieve in the future.