The Branding of China

The head of Ogilvy & Mather thinks Middle Kingdom outfits must put marketing at the heart of the company

In October, Shelly Lazarus, chairman and CEO of Ogilvy & Mather, gathered together more than a dozen Chinese companies at the former estate of David Ogilvy in France to discuss branding (see BW, 11/08/04, China's Power Brands). What did they learn? Beijing Bureau Chief Dexter Roberts and Asia Correspondent Frederik Balfour caught up with her at the annual BusinessWeek CEO Forum in Beijing to discuss the lessons that came out of the meeting. Here are excerpts of their talk:

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