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Outstanding story-tellers are what brands need

12/06/2014
Saurabh Sharma, the partner in charge of marketing and public relations in Beijing for consultancy Ogilvy & Mather, has said a path to success in China would be for companies to buy the rights in the Chinese market for “market obscure luxury brands from anywhere in the world”.

In a recent column in the China Daily newspaper, Mr Sharma said : “You do not need big stores, you do not need a big advertising budget. What you really need is great service and outstanding story-tellers.” He said such a venture may not prove scaleable, but would certainly be profitable.

Mr Sharma went on: “For marketers of luxury products, this is the time when they can start to think of their value beyond being a product. They now need to create and curate stories and experiences that can live far beyond the product.”



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