Brand and marketing strategy for Chinese and other Asian businesses that want to compete and grow in the American market.
You've built a business. You have a product you believe in. You may already be successful in Asia.
But American customers don't necessarily know you. They have brands they trust, products they like, and plenty of choices.
Why should they choose yours?
That's where we come in. We help you understand American customers, find a competitive position, and build a marketing strategy that gives people a reason to choose your brand.
One hundred American customers and the brands they already choose. One of them is yours. Each line is a customer. The work is making the line end at you.
A model, not a count.You can make an excellent product and still struggle to sell it. Each time, the customer's path is the thing to watch.
You are on the shelf. The customer walks past.
The customer stops and looks. Then takes something else.
The customer tries you once. The next trip ends somewhere else.
Both trips end at you. That is the relationship we build.
Distribution without demand
American customers have their own habits, expectations, and favorite brands. They may not know your company. Being present is not the same as being wanted.
Attention without sales
More advertising won't necessarily change that. If customers don't understand what makes your product different, attention stops at a glance.
Trial without repeat purchase
What made your business successful in Asia may not be what makes it successful in America. A first purchase without a reason to return is a one-time sale.
That's the work we do
First, you need to understand who you're selling to, what you're competing against, and why someone should choose you. Then the path ends at you.
(03) Shelf1 line = 1 customer
We help Chinese and other Asian companies prepare to compete in America: understand American customers, identify the competition, develop a clear brand position, and build a marketing strategy for launch.
You're not simply introducing another product. You're giving people a reason to buy it.
(04) Rays1 line = 1 customer
You've built a foothold, maybe a loyal following among Asian-American customers. We help you understand where the next customers will come from, strengthen your competitive position, and develop the marketing strategy to reach them.
That might mean reaching beyond the Asian aisle. Entering new categories. Or giving existing customers more reasons to choose you.
And we've been responsible for making the marketing work.
100% Human is led by Milo Chao. More than 25 years working with brands across Asia and America, including Starbucks, Volkswagen, and major American consumer brands.
Former Chief Strategy Officer
Former Chief Strategy Officer
Former Head of Marketing
We've developed strategies for companies entering new markets. We've helped established brands compete. And we've worked inside a business where marketing decisions have to translate into results.
That experience matters.
Because a strategy isn't much use if the people responsible for the business can't put it to work.
Not another report that sits on a shelf.
Before you spend more money on marketing, you should have clear answers to a few important questions.
Who are we trying to win?
Not everyone is your customer.
Who are we competing against?
Your competition may be different in America.
Why should people choose us?
A good product is only part of the answer.
What should our brand stand for?
Something customers can recognize, understand, and remember.
How do we turn that into growth?
A marketing strategy your business can actually use.
We use research, customer understanding, and competitive analysis to answer these questions. Then we turn those answers into a brand position and a practical marketing strategy.
The point
The goal isn't more research. It's better decisions.
Our publication
with products Americans have never seen before.
familiar products into new categories, new stores, and new households.
businesses within Asian-American communities.
customers far beyond them.
We're interested in how they do it.
AsiaAisle.com is our publication about Asian brands in America. We look at who's entering, who's growing, what customers are buying, and how brands are competing. We examine what works, what doesn't, and what other businesses can learn.
Because the American market doesn't stand still. Neither should our understanding of it.
Let's give them a reason to choose you.
Whether you're entering America for the first time or ready to grow beyond your existing customers, we can help you find your place in the market and build a strategy to compete.