What do Chinese companies trying to go global have to do?
The first thing is to figure out why they are successful already — what are equities they have in their brand and products and services — and then take that learning to look at different markets and ascertain if a product or service of that type, and those types of equities, will have success or failure. [They must ask,] Am I going to do it similar to home base, or do I have to adapt to market realities? What Chinese companies have worked with Landor? Lenovo is a key client; we have been working with [it for] about two years. TCL is another, and we’re working with China Construction Bank, but I can’t get into specifics — what we’re doing has not been launched. These companies are looking to have a world-class brand. In the end, that’s what they hire us to do; it could be our service offering, identity, or whatever. Are some of the Chinese names somewhat intractable when translated into English? Yes, it is more difficult, and we would seriously look to see if a name change is warrant
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