{"id":461,"date":"2022-07-22T13:50:31","date_gmt":"2022-07-22T13:50:31","guid":{"rendered":"https:\/\/zhanstation.com\/?p=461"},"modified":"2022-07-22T13:50:34","modified_gmt":"2022-07-22T13:50:34","slug":"successful-go-global-strategies-for-chinese-brands","status":"publish","type":"post","link":"https:\/\/zhanstation.com\/?p=461","title":{"rendered":"Taking Brand China Global:  Ogilvy PR&#8217;s Scott Kronick"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">We sat down with former Asia-Pacific CEO of Ogilvy PR, Scott Kronick, who is indisputably the father of modern PR in China.\u00a0 Scott lived in China for 29 years and is easily one of the longest serving agency leaders, foreigner or Chinese, in the China ad business.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignleft size-full\"><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/zhanstation.com\/wp-content\/uploads\/2022\/07\/Scott-K-2-1.jpg?w=850&#038;ssl=1\" alt=\"\" class=\"wp-image-464\"\/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">\u00a0 \u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What&#8217;s it going to take for Chinese brands to go abroad?&nbsp; This is the question we asked Scott, who&#8217;s been behind the effort to take many successful and large-scale brands outside of China.&nbsp; China used to be about cheap goods, but now it represents attributes largely unknown back when Scott first came to China.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Scott is now a Senior Advisor for Ogilvy PR, as well as the author of the book, &#8220;The Lighter Side of China&#8221;.&nbsp; He&#8217;s also an Adjunct Professor at Beijing University.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">1.\u00a0 The big moment that China brands came into the world (besides the Beijing 2008 Olympics):<br>2.\u00a0 Do China brands need to promote their country of origin? Is &#8220;Made in China&#8221; a good thing?<br>3.\u00a0 Should more Chinese brands on Amazon embrace brand campaigns to increase their premiumness?<br>4.\u00a0 Chinese brands fail abroad when they don&#8217;t understand the nuances of the local markets<br>5.\u00a0 Peaceful Coexistence of China &amp; the rest of the world:\u00a0 Business that helps people more productive is more apolitical<br>6.\u00a0 What are the consistent communications mistakes of China&#8217;s going abroad?<br>7.\u00a0 Where can China &amp; US find common ground?\u00a0 Healthcare, Climate &amp; Sports?<br>8.\u00a0 We couldn&#8217;t resist asking Scott about Eileen Gu<br>9. Scott&#8217;s career advice for those interested in getting into the Chinese PR business<br>10.\u00a0 Scott&#8217;s advice to his 25-year-old self.<br>11.\u00a0 A\/B Test:\u00a0 Orange (not Red), David Ogilvy, Sir Martin &amp; Mark Read<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignright size-large\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"840\" height=\"1024\" src=\"https:\/\/i0.wp.com\/zhanstation.com\/wp-content\/uploads\/2022\/07\/Screen-Shot-2021-11-30-at-8.13.52-PM.png?resize=840%2C1024&#038;ssl=1\" alt=\"\" class=\"wp-image-467\" srcset=\"https:\/\/i0.wp.com\/zhanstation.com\/wp-content\/uploads\/2022\/07\/Screen-Shot-2021-11-30-at-8.13.52-PM.png?resize=840%2C1024&amp;ssl=1 840w, https:\/\/i0.wp.com\/zhanstation.com\/wp-content\/uploads\/2022\/07\/Screen-Shot-2021-11-30-at-8.13.52-PM.png?resize=246%2C300&amp;ssl=1 246w, https:\/\/i0.wp.com\/zhanstation.com\/wp-content\/uploads\/2022\/07\/Screen-Shot-2021-11-30-at-8.13.52-PM.png?resize=768%2C937&amp;ssl=1 768w, https:\/\/i0.wp.com\/zhanstation.com\/wp-content\/uploads\/2022\/07\/Screen-Shot-2021-11-30-at-8.13.52-PM.png?resize=500%2C610&amp;ssl=1 500w, https:\/\/i0.wp.com\/zhanstation.com\/wp-content\/uploads\/2022\/07\/Screen-Shot-2021-11-30-at-8.13.52-PM.png?resize=394%2C480&amp;ssl=1 394w, https:\/\/i0.wp.com\/zhanstation.com\/wp-content\/uploads\/2022\/07\/Screen-Shot-2021-11-30-at-8.13.52-PM.png?w=966&amp;ssl=1 966w\" sizes=\"auto, (max-width: 840px) 100vw, 840px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><strong>About Scott Kronick:<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Monday Morning Mojo:&nbsp;&nbsp;<a href=\"https:\/\/scottkronick.com\/\">https:\/\/scottkronick.com\/<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Scott&#8217;s Book, &#8220;The Lighter Side of China&#8221;:&nbsp;&nbsp;<a href=\"https:\/\/www.amazon.com\/Lighter-Side-China-Scott-Kronick\/dp\/0992762502\">https:\/\/www.amazon.com\/Lighter-Side-China-Scott-Kronick\/dp\/0992762502<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Scott on Linkedin:&nbsp;&nbsp;<a href=\"https:\/\/www.linkedin.com\/in\/scottkronick\/\">https:\/\/www.linkedin.com\/in\/scottkronick\/<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For everything ShanghaiZhan:&nbsp;&nbsp;<a href=\"http:\/\/zhanstation.com\/\">http:\/\/zhanstation.com\/<\/a><br>Donate &amp; become a ShanghaiZhan Patron:&nbsp;&nbsp;<a href=\"https:\/\/www.patreon.com\/shanghaizhan\">https:\/\/www.patreon.com\/shanghaizhan<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">ShanghaiZhan Theme Music: &nbsp; by Bryce Whitwam<br><a href=\"https:\/\/soundcloud.com\/bryce-r-whitwam\/bad-cough-syrup?si=cfb30a6e0c0e459da78b912bf60825ac\">https:\/\/soundcloud.com\/bryce-r-whitwam\/bad-cough-syrup?si=cfb30a6e0c0e459da78b912bf60825ac<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bryce on Linkedin:&nbsp;&nbsp;<a href=\"https:\/\/www.linkedin.com\/in\/brycewhitwam\/\">https:\/\/www.linkedin.com\/in\/brycewhitwam\/<\/a><br>Ali on Linkedin:&nbsp;&nbsp;<a href=\"https:\/\/www.linkedin.com\/in\/alikazmi\/\">https:\/\/www.linkedin.com\/in\/alikazmi\/<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>We sat down with former Asia-Pacific CEO of Ogilvy PR, Scott Kronick, who is indisputably the father of modern PR in China.\u00a0 Scott lived in China for 29 years and is easily one of the&#8230;<\/p>\n","protected":false},"author":4,"featured_media":470,"comment_status":"open","ping_status":"open","sticky":false,"template":"page\/page-gutenberg.php","format":"audio","meta":{"nf_dc_page":"","WB4WB4WP_MODE":"","WB4WP_PAGE_SCRIPTS":"","WB4WP_PAGE_STYLES":"","WB4WP_PAGE_FONTS":"","WB4WP_PAGE_HEADER":"","WB4WP_PAGE_FOOTER":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[3],"tags":[31,19,30,37,36,34,35,33],"class_list":["post-461","post","type-post","status-publish","format-audio","has-post-thumbnail","hentry","category-episodes","tag-china-brands","tag-china-marketing","tag-china-public-relations","tag-ibm","tag-lenovo","tag-ogilvy","tag-ogilvy-pr","tag-pr-career-advice","post_format-post-format-audio"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Taking Brand China Global: Ogilvy PR&#039;s Scott Kronick - ShanghaiZhan<\/title>\n<meta name=\"description\" content=\"China PR expert delivers sound strategic advice for why Chinese brands succeed and fail at their global ambitions.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/zhanstation.com\/?p=461\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Taking Brand China Global: Ogilvy PR&#039;s Scott Kronick - ShanghaiZhan\" \/>\n<meta property=\"og:description\" content=\"China PR expert delivers sound strategic advice for why Chinese brands succeed and fail at their global ambitions.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/zhanstation.com\/?p=461\" \/>\n<meta property=\"og:site_name\" content=\"ShanghaiZhan\" \/>\n<meta property=\"article:published_time\" content=\"2022-07-22T13:50:31+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-07-22T13:50:34+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/zhanstation.com\/wp-content\/uploads\/2022\/07\/Scott-Kronick-BW-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"537\" \/>\n\t<meta property=\"og:image:height\" content=\"385\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Ali &amp; 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