How Chinese brands changed the competition
A sourced account of Chinese brands since 2022, across cars, skincare, cleaning, 3D printing, drinks and collectibles, built from campaign evidence and company filings.
BRAND—NOTOMY*
Taking brands apart.
Understanding what works.
FOR THE COMMERCIALLY CURIOUS
THE LEAD STORY 001 / AUDIENCE
ATTENTION
IS NOT
PERSUASION.
A view is a moment. A like is a gesture.
Neither tells you what someone believes.
FIG. 01 — EDITORIAL ILLUSTRATIONLOOKCLOSER
THE JOURNAL / FRESH PERSPECTIVES
06 ARTICLESUNDER THE SURFACE*
AND COUNTING
Attention is not persuasion.
A campaign can hold the room without changing anyone's mind. How to separate being noticed, being understood, and giving someone a reason to choose.
A baseline changes the story.
Before calling a creator's campaign post a success, ask what normally happens. A practical way to choose comparisons without turning them into causal claims.
Duolingo made the audience part of the plot.
The Dead Duo campaign connected a public story to a familiar action inside the app. What that structure suggests, and what the published figures cannot isolate.
Michael CeraVe gave the joke a job.
CeraVe's 2024 Super Bowl campaign made a celebrity rumor resolve into a product message. A close look at the sequence, the roles, and the evidence limits.
The creator is not the customer.
A creator's identity is only the beginning of audience fit. Look at who watches, why they return, and what they ask when a product enters the conversation.
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OUR POINT OF VIEW / 01EVERY BRAND
EVERY BRAND
TELLS A STORY.
TAKE IT APART.
We look at the choices behind the campaign. The people in the comments. The distance between what a brand says and what an audience hears.
Close reading. Clear sources.
A healthy appetite for questions.