MIKE GOLDEN

President, Brandigo∖China

“Don’t skip vital steps! Before you implement any tactics you need to get your messaging and brand right — and for that you need to understand the customer journey.”

Brand Experience

In the last two decades, it has been my pleasure to work with hundreds of US, European, Chinese and other international corporations expanding into China and Asia. Working with them to develop meaningful brands — or local versions of their brands — is incredibly rewarding. How do you build a Chinese entity that means something to your local target market, but not lose the global corporation feeling? I like to get into the details of campaigns to understand what will work in this market — what I believe is one of the most challenging markets.

Life Experience

Starting our China agency from scratch over 13 years ago has been the most rewarding experience of my career. I can truly say the company is my extended family, and I think our clients can see how well we all work together. My background (BA Cornell University in Asian Studies, MBA University of California) has helped form what I believe is a solid backbone for decision making as well as strategic and creative input. My free time is spent with family, and occasionally playing some drums, writing, or practicing photography.