The final and essential point that must be considered when currently brand storytelling in China is to start telling stories from the perspective of the consumer’s present lifestyle, not one of 12 months or some years ago, and not from that of the product or brand. This means you need to have a firm understanding of what a high quality lifestyle means to them, into which you can position your product or brand using a story. They don’t want to be told that product X is good for them unless they see where and why this is; don’t sell to them, let them sell to themselves…

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