Joe Baladi, branding expert, was interviewed by SCMP on his comments on Chinese Global Brands.
“Very much like the visionaries that are associated with the likes of Google, Apple and Facebook, Jack Ma is about the big picture – changing the world,” said Joseph Baladi, the chief executive of Singapore-based marketing consultancy BrandAsia.
Alibaba has all the hallmarks of a global brand, Baladi says: a visionary, charismatic leader; an inspiring brand story; an early global presence; and a corporate philosophy that goes beyond making money – not to mention the mega initial public offering.
Yet the firm is not one of the state’s planned successes. Alibaba has left Beijing policymakers wondering just what kind of Chinese firms will dominate the international stage. So far, it has not been their darlings.
“While the government’s policy has translated into powerful domestic brands, it has yet to show signs of traction outside China,” Baladi said.
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Extensive experience in business communications across multiple geographies: from Melbourne to Mexico City; from New York to Tokyo and for the past 10 years, in Singapore covering all of Asia. He is the former CEO of Carlyle Brand Consultants, and has been directly responsible for shaping or repositioning major SME and MNC brands: Millennium Hotels (Hong Leong Group); Crocodile International; Eu Yan Sang; National Health Care Group; Macau Grand Prix , HTL International, SINCERE Watch and many others.
Prior to moving to Asia, Joe held senior regional and global brand responsibilities as a Senior Vice President at DMB&B and McCann-Erickson Worldwide: Procter & Gamble, MARS, Labatt beers and Coca Cola.
As the CEO of BrandAsian Joe divides his time providing one-on-one business and branding advice & counsel to CEOs of some of Asia’s largest companies. He is also a frequent speaker on the conference circuit, a regular guest on business television programs, and regularly contributes thought leadership articles to business magazines and newspapers across the region.
Joe’s book – The Brutal Truth About Asian Branding – was released worldwide in January 2011. He is the recipient of the prestigious Ron Frank Fellowship to read the Executive MBA program at Singapore Management University (SMU). He graduated with Honors and was named in the Dean’s List.
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