Branding: Comment - The mind of Chinese men: the anxiety of new disorientation

Chinese men are caught between narrowly-defined (monetary and professional) success and a broadly individualistic path to get there. The clash between means and ends leads to a diffused anxiety. Marketers must find a way of becoming a man's partner on the long and bumpy journey to greatness.

The Chinese man, while often bold, is not confident of the road ahead.

Status, therefore, is a crutch, a means of demonstrating the capacity to forge a successful future. Yanger Apparel, a mid-priced brand, presents the 'Yanger man' as a savvy bidder at an upscale auction. Virgin Airlines positions its aromatherapy frill as the quintessence of personalisation, effectively transforming a plane seat into a throne. Every communication should reinforce an individual's perception of himself as a high-potential stallion.

Capitalistic success is, in large part, determined by external variables.

Therefore, every product should be an enabler, a tool to extend his reach.

Siemens' GPRS-enabled mobile phone is more about 'closing the deal' than 'anytime, anywhere internet access'. Motorola's business phones are 'the choice of winning CEOs'. Even Rejoice shampoo artfully connects 'no dandruff' with 'impressing the boss', one whose endorsement can be wielded on the business battlefield. Confucianism is anti-individualistic. So, too, is its modern incarnation, Chinese communism. The result? Repression. A man relishes the release of pent-up frustration. Victory should be larger than life. Challenge should be heroic. ADSL (internet access) advertising compares the surfer's 'unleashed power' to a gladiator's superhuman strength.

Gentle patriotism should quickly morph into bold, ego-affirming nationalism, a projective conduit that compensates for some men's fragile identity.

To have a shot with a girl, a man needs to demonstrate his ability to bring home the bacon. That's why diamond engagement rings now have an 83 per cent penetration in Shanghai, up from nine per cent in 1995. Put him back on top; make him feel in charge. The Schick man doesn't just 'win' the girl; he 'conquers' her.

It's a tough world out there. Friendship is the ultimate sanctuary. Bonds that have stood the test of time - ideally dating back to childhood or, at least, high school - fuel the warmth of many alcohol campaigns (e.g.

Rheineck beer, He Jiu liquor). Tiger beer and Sedrin lager, Fujian province's leading brand, tackle friendship from another angle. Both recognise most 'newer' friendships (i.e., of 'wine and meat') are about building a functional business network. Both are 'trust enablers'.