China Ain’t China

china brandingThe need for this  blog was promoted by a meeting I observed in a coffee shop today. It appeared that a local wine producer had engaged an Asian graphic designer/translator to develop a Chinese version of his packaging and his marketing materials…but clearly he doesn’t get China and his advisor, I assume, was just telling him what he wanted to hear. It appeared that getting ready for China to him was about translation and not branding.

All I needed to see were the new labels for his wine…they looked exactly like the Australian ones with Chinese Characters. Why is that an issue.? Well his labels are all solid black with white writing. The worst colour combination for China.

Chinese would look at that label and assume if they drank it they would die…as that’s what Black in China represents.

The message here is unless you have a very strong, successful and highly sought after Western Brand you are going to need some drastic rebranding for China. Continue reading China Ain’t China