INTERVIEW: Reckitt Benckiser SVP on brand advocacy & why 'there is no ROI of a friend'

BEIJING - We are now in the 'relationship era' of digital marketing, and no amount of one-sided advertising can camouflage a brand’s true nature, according to consumer-goods company Reckitt Benckiser, which gets Chinese consumers smitten with exuberant brands like Durex as well as less sexy ones like Dettol, Veet, Finish, Vanish and Air Wick.