In China, the brand is more important than the features.
For consumers in China, the meaning of a car's brand can be as important as tangible performance characteristics, if not more so.
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www.mckinseyquarterly.com
Branded Entertainment News
The Branded Entertainment industry is evolving rapidly. At Cocojambo we work with our clients to keep them updated of the latest changes and opportunities, and their potential impact on marketing strategy. Here are some of the latest developments:
Wednesday, November 26, 2003
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www.mckinseyquarterly.com
What comes first?
- The brand or the entertainment?
The answer to that depends on whether your objective is "product placement" or "branded entertainment".
Use the branded entertainment team that puts who, what & where before the content development; the team who's creative development starts with understanding the business, the audience, their world and where they consume their entertainment.
The team that creates games, film and TV that is motivationally relevant to it's audience. www.cocojambo.com
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