#23 - Refining your Long Term Brand Strategy for China - Andrew Kuiler (The Silk Initiative)


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With China becoming an increasingly competitive market, it’s vital to understand how to make your product stand out and align with Chinese tastes. On this episode we speak with Andrew Kuiler from The Silk Initiative in Shanghai about refining your long term brand strategy in China. We discuss the Chinese consumer’s evolving tastes, the central government’s health targets and considerations businesses need to take regarding the labelling, packaging and flavours of their products from a company with extensive China market experience with clients such as Arnot’s, PepsiCo, Campbells, Pizza Hut Mccain Foods and Brolos Lobsters. Andrew Kuiler is the founder and CEO of The Silk Initiative, China’s only specialised food and beverage insights-driven brand consultancy. A native Australian, Andrew managed a global career where he quickly climbed the ladder of large agencies in Shanghai, New York, and Sydney before carving out his own path with the launch of TSI. I hope you enjoy our discussion.

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