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multicultural marketing

Jeremy Lin is a Chinese Marketing Juggernaut

Posted by Abe Sauer on August 26, 2013 04:45 PM

It's been over a year since "Linsanity" took over in New York City before spurring a global marketing phenomenon. Since then, Jeremy Lin has become the face of numerous brands in China and Taiwan, including Nike, Gatorade, Volvo and KFC. It's the last of those brands that's currently using Lin in a way that Western consumers would likely never see, shedding some light on why Lin is such a valuable spokesperson in Asia.

China (and Taiwan) have seemingly become Lin's regualr off-season home after he shot to stardom. He is nearly as well integrated in Asian culture as he is in the US, with a Weibo account as robust as his Twitter. And when he's not being mobbed by fans, Lin spends his time touring the country with his JLin Basketball Camp and visiting sickly orphans. Could Asia ask for a better role model?Continue reading...

brand news

In the News: BP, GE, Tata, Yahoo

Posted by Dale Buss on October 15, 2010 09:00 AM

In the News

Apple tries to crack the code for China, as Verizon Wireless prepares to start carrying the iPad in the U.S.

BP stations in the U.S. are looking to rebrand, presenting a challenge for new CEO Robert Dudley.

Cadbury introduces "Most pampered bar in the world" campaign.

DoubleTree by Hilton rebrands globally.

Gap Inc. is focusing on international and online growth, CEO Glenn Murphy tells investors.

GE reports quarterly growth in orders after long drought.Continue reading...

celebrity brandmatch

Cornell Brand Enlists The Nard-Dog

Posted by Abe Sauer on March 12, 2010 10:41 AM

Just like any institution that trades on a product and a reputation, law schools have brands. That most law schools similarly promote and build their brands via traditional messaging and conventional channels should come as no surprise. Lately though, Cornell University Law School objects to – and moves to strike! – this characterization.

A month after a Wall Street Journal piece pondered the notion "Why Cornell Law School is like Lady GaGa," the school itself has released an ad campaign with a celebrity spokesman. A fictional celebrity spokesman. Continue reading...

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