Ken Koo shares with us the key differences between branding in China and in other parts of the world. He talks about the importance of design in establishing and building both brand loyalty and equity globally as well as in China. As branding is highly consumer-oriented, he outlines the key differences between Chinese and Canadian consumers, and how does he understand the attitudes and buying habits of Chinese consumers to avoid failures. We also hear what role the Internet plays in modern branding initiatives and how can Canadian companies best utilize it in order to appeal to Chinese consumers. Find out more about his advice to Canadian companies presently in China in terms of branding in this iTV-Asia program.

Ken founded Koo Creative Group in 1982, which he built from a staff of 4 to over 60 members, making it the largest branding/graphic design firm in Vancouver in Western Canada. In the year 2000, the Cossette Group of companies acquired Koo Creative Group (Cossette communications is the largest advertising / communications company in Canada -- publicly traded on the Toronto Stock Exchange). The new company now operates under the name of Identica which has offices in Vancouver, Toronto, Montreal, Quebec City, New York, LA, London UK, and of course, now in Shanghai, China.

Ken began as an Art Director with Grey Advertising in Hong Kong. His career path led him to Canada as a Senior Art Director and Creative Director at Scali, McCabe Sloves in Vancouver (now DDB), before leaving to form Koo Creative Group.