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How can West meet East in China?
Brands trying to enter the Chinese market need to translate their personality in a way that Chinese people can understand, according to Dan Mintz, CCO of DMG (that he describes as an East-West fusion agency), when speaking at the Create in China conference, run by mediaguardian. "You don't need to become Chinese, you just need to learn how to connect."
With Nike, this meant introducing the Hyperdunk shoes to the Chinese basketball team and incorporating the Chinese words for "stand up" into the strapline. These words are important to Chinese, since they feature in the first line of the national anthem.
Cultural nuances such as this are key.
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