In the race to be the world’s dominant economy, Americans have at least one clear advantage over the Chinese. We’re much better at branding. American companies have these eccentric failed novelists and personally difficult visionary founders who are fantastic at creating brands that consumers around the world flock to and will pay extra for. Chinese companies are terrible at this. Every few years, Chinese officials say they’re going to start an initiative to create compelling brands and the results are always disappointing.
According to a recent survey by HD Trade services, 94 percent of Americans cannot name even a single brand from the world’s second-largest economy. Whatever else they excel at, Chinese haven’t been able to produce a style of capitalism that is culturally important, globally attractive and spiritually magnetic.
Brand managers who’ve worked in China say their executives tend to see business deals in transactional, not in relationship terms. As you’d expect in a country that has recently emerged from poverty, where competition is fierce, where margins are thin, where corruption is prevalent and trust is low, the executives there are more likely to take a short-term view of their exchanges.
Have an amazing project to share? Join the SHOW-AND-TELL every Wednesday night at 7:30pm ET on Google+ Hangouts.
Join us every Wednesday night at 8pm ET for Ask an Engineer!
Learn resistor values with Mho’s Resistance or get the best electronics calculator for engineers “Circuit Playground” – Adafruit’s Apps!
Maker Business — Blackbox “a new shipping company from the creators of Cards Against Humanity” @coolboxes
Wearables — Tape it down
Electronics — Spit in your eye
Biohacking — Managing Vitamin B12
No comments yet.
Sorry, the comment form is closed at this time.