• Twitter is Not a Strategy
  • What Chinese Want
  • Billions

Twitter is Not a Strategy:

Rediscovering the Art of Brand Marketing


In a cultural climate saturated by technology, marketing professionals have focused their energies on creating newer and more digital methods of advertising their brands, with the fear that if they don’t embrace “Big Data,” they will fade into obscurity. But Tom Doctoroff, Asia CEO for J. Walter Thompson, argues that this frenzy over digital media has created a schism in the marketing world that is hindering brands from attaining their true business potential. The tension between traditional branding and the seemingly unlimited possibilities presented by the advent of “digital” branding leads companies to abandon the tried and true aspects of marketing for the flash of the new. In this informative new book, Doctoroff explains why a strategy that truly integrates the two ideas is the best way for a brand to move into the future. Using some of the biggest brand names in the world as examples, such as Coca-Cola, Nike, and Apple, he breaks down the framework of marketing to explain how digital marketing can’t stand without the traditional foundation.

“Facebook, Twitter and other social media have changed everything about marketing, but good branding requires more than “likes,” tweets and cat GIFs, according to Tom Doctoroff, author of the highly anticipated upcoming title Twitter is Not a Strategy.”’s #1 Pick for “Best Business Books Coming Out This Week”

Twitter Is Not a Strategy takes you back to basics… and back to ensuring you’re actually creating a brand and noJanit just a lot of one-way propaganda.”

Inc. Magazine’s List of “11 Great Business Books to Read Right Now”

“The Asia CEO of the J. Walter Thompson advertising agency, Doctoroff uses characteristic wit and decades of experience to take on the twin hypes of digital media and the China market and to offer insightful principles for successful customer engagement and integrated brand marketing.”

Berlin School of Creative Leadership

“[A] thoughtful…business guide [with a] spot-on premise…and nuggets of fresh wisdom sprinkled throughout.”

Publishers Weekly

“How do we build strong brands in the digital age? Should brand marketers “bow to algorithmic salvation…? Chairman of JWT Asia Pacific Tom Doctoroff provides compelling answers to these burning questions in his latest book Twitter Is Not A Strategy. ”

Cooler Insights

“Doctoroff, with his years of advertising and marketing experience, says traditional and digital marketers speak different languages. The traditional marketer thinks of message in terms of the conceptual craftsmanship required to get ideas across. The digital marketer focuses on the fluid dynamics of social media. Many companies contribute to the language barrier by treating them as separate marketing functions. To capitalize on their complementary attributes, these marketing functions should be integrated.”

Jim Pawlak

Dallas News

“Doctoroff has written a balanced, informed guide to branding in the 21st century”

Soundview Executive Book Summaries

“It is challenging in the best of ways, forcing a fresh reconsideration of the marketing landscape, and defines a holistic approach to branding that takes social media into account, but doesn’t put all eggs into that small and limited basket.”

800 CEO Read

“With all the books about successful branding on the market, it’s refreshing to read a new and straightforward approach.

That’s where Twitter Is Not A Strategy comes in. This book breaks down the art of branding not only as a creative pursuit but also as a structural approach to a successful business.”

What Chinese Want:

Culture, Communism and the Modern Chinese Consumer


Today, most Americans take for granted that China will be the next global superpower. But despite the nation’s growing influence, the average Chinese person is still a mystery – or, at best, a baffling set of seeming contradictions – to Westerners who expect the rising Chinese consumer to resemble themselves. Here, Tom Doctoroff, the guiding force of advertising giant J. Walter Thompson’s (JWT) China operations, marshals his 20 years of experience navigating this fascinating intersection of commerce and culture to explain the mysteries of China. He explores the many cultural, political, and economic forces shaping the twenty-first-century Chinese and their implications for business people, marketers, and entrepreneurs – or anyone else who wants to know what makes the Chinese tick. Dismantling common misconceptions, Doctoroff provides the context Westerners need to understand the distinctive worldview that drives Chinese businesses and consumers, including:

  • why family and social stability take precedence over individual self-expression and the consequences for education, innovation, and growth;
  • their fundamentally different understanding of morality, and why Chinese tolerate human rights abuses, rampant piracy, and endemic government corruption; and
  • the long and storied past that still drives decision making at corporate, local, and national levels.

Change is coming fast and furious in China, challenging not only how the Western world sees the Chinese but how they see themselves. From the new generation’s embrace of Christmas to the middle-class fixation with luxury brands; from the exploding senior demographic to what the Internet means for the government’s hold on power, Doctoroff pulls back the curtain to reveal a complex and nuanced picture of a fascinating people whose lives are becoming ever more entwined with our own.

“Brilliantly written, colorful, witty and well signposted.”

Financial Times

“I highly recommend the landmark and essential book What Chinese Want by Tom Doctoroff, to any business leaders, entrepreneurs, public officials, trade organizations, and members of the general public who are seeking a deeper and more profound understanding of the Chinese market and its consumers than is found anywhere else.”

Business World

“With insight and energy, Doctoroff…takes on the daunting task of explaining the Chinese character… This in-depth, lively précis of modern-day China is an invaluable guide to anyone hoping to do business in the fast-growing Eastern market.”

Publishers Weekly

“A primer on Chinese consumers [with] each paragraph delivering a takeaway pearl of wisdom… A no-nonsense book by an enlightened capitalist.”

Kirkus Reviews

“Gaining familiarity with China’s basic philosophies and culture will help businesspeople create new opportunities, offer competitive advantages, and avoid pitfalls. Doctoroff offers his readers practical advice as well as examples of successful marketing campaigns in China…An essential read.”

Library Journal

“Do not go to China—with your product, your ideas, or yourself—without reading this book. Tom Doctoroff is a triple value interpreter; marketer, historian, and philosopher of all things China.”

Charlotte Beers

Former Chairman Ogilvy, J. Walter Thompson, and author of I'd Rather Be in Charge

“It takes decades for outsiders to begin to understand how China really works. In his latest book, Tom has distilled a career worth of professional and personal reflections into a potent cocktail of insights. This book is a must-read shortcut for any guest working in China trying to make sense of the overwhelming complexity and depth of China’s consumer landscape.”

Alan Jope

President, Unilever, North Asia

“Tom Doctoroff’s insightful book What Chinese Want is a gem. It provides a unique perspective on why the Chinese think the way they do, history’s role in China today – and unlocks mysteries one might have not even noticed. A must-read for those traveling to China—from the casual visitor to the corporate executive wrestling with the mechanics of Chinese society.”

Stefan Halper

Author of America Alone and The Beijing Consensus

“’What do Chinese Want?’ It’s a big question. But marketing guru Tom Doctoroff can handle it. He approaches rough business challenges not only strategically but also psychologically. He catches what numbers don’t capture: the heart of a people and how it affects who succeeds and who fails on the mainland.”

Jing Ulrich

Managing Director & Chairman of Global Markets, China, J.P. Morgan

“Tom’s unique experience and perspective is a boon to anyone who plans to address the Chinese consumer. In so far as it is possible to sum the sentiment and unique cultural underpinnings of this mammoth country, Tom has done it.”

Kathleen Hall

Windows Global Campaigns and Product Marketing General Manager, Microsoft

“In explaining what Chinese consumers want, Doctoroff vividly shows us where China is headed as a society and a world power.”

Garrick Utley

Senior Fellow SUNY Levin Institute

“What Chinese Want is required reading for any business person that deals with Chinese nationals or companies. It will help you quickly learn what was so hard for me to understand during my five years of living in China: China is very different from the West, and Tom Doctoroff will explain what you need to know to succeed there.”

Miguel Patricio

President of Anheuser Busch Inbev for Asia Pacific

“The scale of potential opportunity in China is staggering. But business people who want to succeed in China often feel like they have landed on a different planet. Tom Doctoroff’s book offers a very insightful, down-to-earth analysis of both what’s driving growth in China as well as a nuanced analysis of the psychology of Chinese leaders and people. Anyone who wants to succeed big time in China will find his book very helpful and interesting.”

Dr. Ramesh Tainwala

President Asia Pacific and Middle East, Samsonite Group

“Tom Doctoroff’s What Chinese Want succeeds in linking the most dynamic facets of the modern Chinese commercial and consumer landscape with the unique and timeless characteristics of China’s people and culture.”

John Quelch

Distinguished Professor of International Management, Vice President and Dean, CEIBS (China Europe International Business School)

“This is a breakthrough work on the modern Chinese consumer. Rooted in a long and successful career in China, Tom Doctoroff’s book gives a concrete, in-depth, and simple explanation about how this mysterious land really works that will begin to change the world’s biased understanding of a great country.”

Pierre Xiao Lu

Author of Elite China, professor of marketing at Fudan University in Shanghai, and Founder of China Market Institute Consulting


Selling to the New Chinese Consumer


This book cracks the code of marketing to the New Chinese Consumer–all 1.3 billion of them. Marketers of some of the world’s leading brands come to China without any clear understanding of their new audience. But the same rules do not apply in China. Doctoroff delves into the psychology of contemporary Chinese consumers to explain the importance of culture in shaping buying decisions. He provides insight into consumers’ fundamental motivations and reveals mistakes many multinational competitors make. Anyone who plans to do business in China–especially those preparing for the 2008 Olympics in Beijing–shouldn’t be without this book.

“Successful branding requires creating a cultural connection with consumers, but how do you create that connection with a culture that differs greatly from the culture most brand strategies have targeted in the past?…The answers for everyone else are revealingly described in this book.”

Roger Blackwell

Co-author, Brands That Rock and Customers Rule

“Billions will be a big help to executives trying to understand their millions of new customers in China. Readers will discover Chinese culture on the road to learning about marketing in China. Tom Doctoroff makes the mysteries of the China market accessible.”

Robyn Meredith

Senior Editor, Asia, Forbes Magazine, Hong Kong

“Mr Doctoroff’s book sheds much-needed light on the differences between Chinese and Western cultural preferences, and should be of interest to businessmen and general readers alike. Most importantly, his observations should help multinational companies understand their target audience, and enable them to market their brands more effectively to China’s hungry consumers.”

The Wall Street Journal

“Vintage Tom. A high energy New Yorker in Shanghai with a crescendo of opinions, observations, insights and assertions. Vintage China, too. A mass of contradictions and surprises. But to the open-minded, one of life’s great experiences is living in Shanghai in this glorious period. This book brings out the vividness of the moment with astute observations for the future, developed through Tom’s unique perspective on what makes Chinese customers tick.”

Alan Brown

Chairman, Unilever China

“I read Billions and found it extremely insightful and thought-provoking for companies developing their strategy of profiting form China, a giant marketing opportunity.”

Ed Marra

Global Executive Vice President, Strategic Business Units, Marketing Nestlé

“The best psycho-analysis of Chinese consumers I have ever read.”

“Billions provides a fascinating insight into the fast changing business and social environments in today’s China. If you are operating in the Chinese market or wish to join the ‘gold rush’ this book is a must-read. Doctoroff has managed to capture underlying trends and influences, which means that, unlike standard business guides on China, this book will not be out of date in 6 months. This contribution to the understanding of the Chinese population will add real value to marketers and advertisers everywhere.”

Alan Main

Vice President &Region Head - Asia Pacific, Bayer Consumer Care Division

“Successful branding requires creating a cultural connection with consumers, but how do you create that connection with a culture that differs greatly from the culture most brand strategies have targeted in the past? The Rolling Stones did it on their Forty Licks Tour and the answers for everyone else are revealingly described in this book.”

Roger Blackwell

Professor of Marketing, Fisher College of Business and Co-author, Brands That Rock

“Billions will be a big help to executives trying to understand their millions of new customers in China. Readers will discover Chinese culture on the road to learning about marketing in China. Tom Doctoroff makes the mysteries of the China market accessible.”

Robyn Meredith

Senior Editor, Asia, Forbes Magazine, Hong Kong