jerry clode
The silent damage of a bad Chinese brand name
Resonance China’s Jerry Clode explains how a poorly-chosen Chinese brand name can cause "silent damage" to your brand over the long run.
Labbrand lures Jerry Clode back to Shanghai
SHANGHAI - Jerry Clode, a semiotician and cultural expert, has passed on a global role in London to take the job of research director at Labbrand Shanghai.
New Zealand has much more to offer than Hobbits
New Zealand famously made the most of its association with Peter Jackson's Lord of the Rings films, but that decision has also limited the country's positioning to reliance on scenery at the expense of more resonant attributes.
Indian Premier League evolves into platform brands can't ignore
The energy and story of the IPL is now building strong momentum. Brands need to raise their game too, treating the IPL as a strategic opportunity—not just a tactical no-brainer.
OPINION: Brazil provides branding role models for China, India
Brands from Brazil are capturing global attention and allegiance, while their Asian counterparts among the 'BRIC' countries, China and India lag behind, writes Jerry Clode, who leads cultural insight in Asia-Pacific for brand-development consultancy Added Value.
OPINION: The awkwardness of marketing Chinese brands globally
In the current political climate, overt Chinese-ness is simply a competitive disadvantage for Chinese brands overseas, according to Jerry Clode, associate director of cultural insight for Added Value. Perhaps Chinese brands with global aspirations can look to post-war Japan for role models.
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