Prescott's Design Blog

Since I have been able to recognise words and letters I have been familiar with those three magic words, “Made in China”. But a new branding initiative from our favourite totalitarian communist superpower (San Marino, eat your heart out) will seek to evolve the image of the Chinese economic juggernaut, starting with a new catchphrase: “Created in China”.

China is hiring all sorts of brand big-wigs to consult and talk and do what they do in order to change the global perception of China solely as a manufacturer. They want to be revered for their ability to design, engineer, market, distribute, and of course, manufacture. Asia Times has the article, which features the B-word no less than 31 times.

…China is still only a “manufacturing giant”, not a “brand power”. To compete internationally, the country needs its own brands. With improved economic, legal and market environments, it is time to become a brand power.

Want my advice on how to be taken seriously as a global leader? Ditch those coal powerplants. And build roads. And hospitals. McDonald’s comes later. Much later.

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