Sector-specific Discussion on Branding Financial Services in China
The China Brand Festival is in full force! On the second day of the event, I delivered extensive remark at a panel about branding and/in the finance industry.
This is only one of the 20+ panels which ran on the same day and it was a great opportunity to dive deep into various topics with experts from across China. The participants ranged from professional in finance to consultants, investors and company owners, so it was refreshing to hear different perspectives on the way to brand financial products.
One of the most essential discussions we had was about the way that you showcase the “high quality” of a financial service in the competitive Chinese market. Multinational finance giants are competing with both Chinese behemoths and boutique companies. It seems that trust and personal recommendations are quite important.
Our sponsor was a steel drum manufacturer who is a client of one of the experts on the panel – unexpected, but intriguing!
I look forward to both contributing by sharing best global practices, and learning from my Chinese colleagues about the local market.