Andrew Collins
Latest Posts
Forget Facebook: China’s social networking must-dos
Navigating China’s many social networks can be as challenging and frustrating as mastering Mandarin. However, when building a social media plan, there are a few basics you can apply. Here are four must-dos when attempting to to connect with — and ultimately sell your brand to — the Chinese.
Ignore crowds. Focus on tribes.
If you listen to most marketing experts today, you could be easily forgiven for getting lost in the vast number of social media channels and options. The most popular tactic of late has involved harnessing the power of crowds, often called ‘crowdsourcing’. But consider the merits, or limits, of a crowd – defined by most dictionaries as “a collection of people.”
How to lead with value and socialise your brand
The markets and audiences of the 21st century are a savvy bunch. No longer gullible and susceptible to the heavy handed and brash branding practices of the past, they’re looking for the ‘why’ and not the ‘what’ when they buy into a product or service, and this leaves companies and organisations charting new and unfamiliar territory. Andrew Collins explores the changing face of brand promotion.
Does anyone care about the Shanghai World Expo 2010?
The Chinese are buzzing about next year’s World Expo in Shanghai. But Aussie expat Andrew Collins thinks the locals are underwhelmed. Nevertheless, commercial opportunities abound for local and foreign businesses.
Letter from China – Innovate, or else…
The Chinese word for “crisis” is often erroneously thought to be composed of two characters: one representing danger and the other representing opportunity. Etymological nuance aside, how you see the ‘glass’ will ultimately determine how you perform through a crisis. The Chinese are very good at planning for such an event. After all, it’s all in Sun Tzu’s ‘Art of War’.
Letter from China | Meetings – how many will it take?
The term “losing face” is big in China. Mistakes are a blight on someone’s reputation and must be hidden and protected at all times. Truth and foresight can be impaired if “face” is involved. It supersedes all other qualities and motives.
Letter from China | China, one scoop at a time
Shanghai. You would think that in China – with its growing power base, its population of more than 1.4bn people and its status as a vibrant international hub – getting a scoop of ice-cream on your desert wouldn’t be so difficult, right? It sounds silly, but this sort of request can be way out of [...]
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Steve Ballmer vs Alan Greenspan. Product marketing 1985-style [VIDEO]
I’ve always been a little afraid of Steve Ballmer. This video doesn’t help. In 1985, on November 20, Microsoft released Windows 1.0. Steve Ballmer, ever the affable chap, stepped in front of the camera to sell this amazing new product.
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