Branding is a team sport, and one of the star players is the consumer. If you don’t attempt to know your consumers, you can’t build great brands together. Several weeks ago I had the opportunity to travel to Shanghai to learn from Chinese consumers. As part of my field research, I walked as far as I could and took as many pictures as I could to get a feel for the city and the people. My goal was to have a fraction more understanding when approaching the development of meaningful, relevant brands. At the end of my travels I find myself back at the beginning, faced with the realization that there is so much more to learn beyond the conspicuous contrasts of modern and traditional, megalithic and minuscule, and Eastern and Western. I can’t wait for the next opportunity and my next lesson. Enjoy the snaps!
Click on the pictures to view the sideshow, then click the arrows that appear to the left and right of each slide.