Joanna Hutchins, EVP, Marketing, Innovation & Sustainability at Royal Greenland, the world's largest wild caught seafood company, reveals how to ensure that your brand is culturally relevant. We talk about her decades of experience leading global and local brands in Asia and other parts of the world, and how she helped fuel their success with deep understanding of local customers. Joanna shares lessoned learned from conducting customer insights research before launching the Dove brand in China that revealed the need for cultural adaptations to ensure both product and marketing relevance. She talks about the imperatives to create emotional connections with customers, and the perils of focusing too much on performance marketing. She shares details about her book, Chinafy, that includes 10 repeatable models for innovation that business leaders all over the world can learn from the Chinese market.

Contact Info:

Joanna Hutchins - https://www.linkedin.com/in/joanna-hutchins-aa10772/

Kevin Perlmutter - https://www.limbicbrandevolution.com/

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Id. d’épisode : 1000668935058

GUID : 66df037e927fbc5530969a0b

Date de publication : 9/9/2024 à 22:30:00