Bridge the gap between Western brands and Chinese consumers

Decoding of brands’ identity

We consider the brand as a person – with a name, a history, a personality, a “voice”,achievements and values and assess their identity from a semiotic and historical perspective – encompassing expressed and unexpressed elements.

As we decode all the signs expressed by brands, through their major – physical and symbolic touch points – with consumers, we would reveal the image of that person,seen from a Chinese perspective – as through a distorted mirror.

Brands’ “Chinese” resonance would be put in perspective with local long and short term trends and take into account Western and Asian influences in the country.

 Cultural decoding of consumers’ insight

We “decode” Chinese consumers insights, while taking into account Chinese cultural specificities and Chinese trends

Step 1: Collection of Chinese consumers insights through qualitative and quantitative surveys” – focus groups, individual interviews, online surveys.

Step 2: Collaboration with Chinese experts & professionals in various disciplines:cultural studies, design, sociology, anthropology, linguistics, history, art, as well as professionals from the media.

 Cultural decoding of consumers’ insight

We “decode” Chinese consumers insights, while taking into account Chinese cultural specificities and Chinese trends

Step 1: Collection of Chinese consumers insights through qualitative and quantitative surveys” –focus groups, individual interviews, online surveys.

Step 2: Collaboration with Chinese experts &professionals in various disciplines:cultural studies, design, sociology, anthropology,linguistics, history, art, as well as professionals from the media.

Assessing and optimizing brands’ resonance at 3 levels – to ensure their difference