Our panelists provided insights on a range of brand-building talking points, including how to create successful consumer experiences, how to choose the right brand strategy for the China market, trends to know for 2022, and more.

Here were some of the key takeaways from the discussion:

💡 Don’t underestimate the creativity of the grass roots. Ensure that you have direct access to consumers so that you can listen to what they are saying and scrutinize what is going on. Many of the slogans and catchphrases that can hook your target consumers are oftentimes created by the consumers themselves.

💡 The value that your products and services bring to your customers should be central to every branding and marketing strategy. Even the most sophisticated personalization, digital, and go-to-market plans will fail if your products and services do not bring value to your consumers.

💡 Create traditions and familiarity for long-term, loyal customers, but create newness and novel experiences to attract consumers who know less about your brand.

💡 The practice of performing and relying on extensive market research may not always work in China. Instead, you may need to pay more attention to the handshake moment when you enter the China market, and use you and your team’s instincts about what is right for local consumers.

We’d like to thank FRED & FARID for the beautiful venue. FRED & FARID is an independent creative boutique network based in Los Angeles, New York, Paris and Shanghai founded by Fred Raillard and Farid Mokart.

To learn more about FRED & FARID, visit www.fredfarid.com.

Our special thanks also goes to photographer Yolanda vom Hagen for her wonderful work in capturing moments from the evening.

You can see some of Yolanda’s interiors and architecture photography here, and her portraiture work is available for viewing here. To see Yolanda’s full portfolio, visit her website at www.yovohagrafie.de

To connect with Yolanda, send her an email at mail@yovohagrafie.de or contact her via her Linkedin profile.