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Asia | May 13, 2013

Where Did My Design Go? Managing New Product Launches in China

Did you know that when KFC first tried to translate “Finger-Lickin’ Good!” into Chinese, the phrase the company used literally meant “Eat Your Fingers Off!”? It’s true, and it shows that even a master brand-localizer like KFC can stumble over branding and marketing in China.

KFC usually does a masterful job modifying its products and message to meet local preferences and customs around the world. But it takes skill and insight, and in a fascinating recent BrandSquare Live Session, Anthem Worldwide’s Executive Director of South East Asia & China, Bryan Hara, explained what brands need to know as they launch and extend products into China.

The free Where Did My Design Go? Managing New Product Launches in China webinar covers high-level issues of branding and messaging, and it also looks closely at the practical matters that make or break a brand in new territory: things like translation, logistics, print management, legal regulations and more.

Hara’s 35-minute talk is followed by a lively Q&A session. Every branding executive in charge of products in China (and Asia generally) will benefit from this BrandSquare Live Session by this expert in marketing in China.