My letter to CEO’s on Branding in China

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Last week, we hosted a delegation from The China Europe International Business School (CEIBS) here at Siegel+Gale in NYC. The delegation was made up of business leaders and CEO’s of established and fast-growing Chinese brands from across all industry sectors. It was a morning full of conversation, learning and sharing, and it was a fantastic opportunity to further elaborate on the exciting future of Chinese brands and how they can transform into Global brands through the embrace of purpose. Below is the open letter penned to the delegation, and I would like to share it with you all:

CEIBS Delegates,

I would like to cordially welcome you to Siegel+Gale. It was a great privilege to host the Global Branding Strategy seminar during your 2014 US Study Tour, and we hope you found yesterday’s session to be insightful and meaningful to your business.

China is a subject of great personal interest to me as well as a strategic priority for our firm. Five years ago, we made the exciting decision to open our first office in mainland China, and I have been traveling regularly to visit our offices and clients in Shanghai and Beijing ever since. Each visit leaves me ever more impressed by the innovation, ambition, talent, scale and breathtaking speed happening in China right now. Our decision to enter the China market was born from the belief that the next generation of world-class brands will one day soon emerge from this great nation, and we have made it a focus of our firm to help turn that belief into a reality.

While Chinese companies have made great strides, there are still considerable challenges ahead. In our session yesterday, we shared the three essential principles that will help organizations make the leap from being great businesses to world-class brands. With the principles of Purpose, Promise and Experience in place, we believe Chinese companies will be able to foster a culture of innovation, tell the world a compelling story, and create amazing brand experiences that turn customers into loyalists.

Should yesterday’s session inspire you to think about how your own organization can make the leap from a great business to a world-class brand, we would be delighted to continue the conversation. We have an incredibly talented team of branding professionals in our China offices – as well as the full resources of the global Siegel+Gale network – all ready to embark on this journey with you.

On behalf of Siegel+Gale, thank you for visiting with us. I look forward to staying in touch.

Kind regards,

David B. Srere
Co-CEO and Chief Strategy Officer
Siegel+Gale

Co-CEO David Srere, Managing Director in Beijing Warren Wang, and President, Pacific Rim Jason Cieslak

Follow David on Twitter: @David_Srere

Check out more pictures from the CEIBS Delegation visit to Siegel+Gale on our Facebook page.

 

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