Chinese Manufacturing, American Branding: A Case Study

International Roundtable

February 17, 2011: 6:00 PM - 9:00 PM

As Chinese firms expand globally, how do they escape the trap of being a no-name contract manufacturer? While a few firms, like Haier and Lenovo, have managed to establish their own brands, the vast major ity of Chinese firms struggle to understand that branding goes far beyond just advertising or setting up a dealer network.


Gleacher Center
450 Cityfront Plaza
Chicago, Illinois

Driving Directions:


300 East Illinois Street (AMC Theater-River East Self Park Garage)

$6.00 after 3:00 pm on weekdays and all day Saturday and Sunday for a 12-hour period

Garage: Self Park Facility

Payment: Automated; at pay-stations by cash or credit card or upon exit pay by credit card only.

To receive discounted rate: There is a card validator at the first floor security desk of the Gleacher Center.  You will only need to insert your parking card in the validator and the new price will be automatically applied. When you leave the lot you will be charged for the lower $6.00 fee. 


Detailed Directions: 

Garage is located next to PJ Clarks and below the AMC Theater.

a)  When traveling east on Illinois cross over Columbus and enter the Garage on the left (north) side of the street.

b)  If driving west on Grand (north of Theater), you can enter the garage ½ block before Columbus on the left (south) side of the street. 

Event Details

Scott Markman will outline how he helped a Chinese electronics manufacturer launch a brand for the US marketplace.  Along the way, Scott learned how to negotiate the differences and challenges of the client wanting orders today and Scott counseling for time to do it the American way for long term success.  Join us for a case study of cultural differences meeting US commercial realities.


No Charge


Register Online

Deadline: 2/17/2011


6:00 PM-6:30 PM: Networking

6:30 PM-8:00 PM: Presentation

8:00 PM-9:00 PM: Drinks at The Midway Club, Fifth Floor

Speaker Profiles

Scott Markham (Speaker)
President, The Monogram Group

Scott Markman has 30 years of experience in corporate design and brand development, including the last 21 as President of The Monogram Group. Monogram operates in a diverse array of consumer, B2B and NFP sectors, including consumer products, retail, financial services, professional services and the arts.


The agency’s clients include ACCO Brands, Associated Bank, Chicago Symphony Orchestra, Eli Lilly, Fiskars Brands, GE Antares Capital, LifeFitness, Mintel Market Research, Oakmark Mutual Funds, University of Chicago and Wachovia Bank, among others.


Since 2005, Monogram has won nearly 15 awards for creative and strategic excellence from the Mobius, Creativity Annual, Tower and PICA competitions. Scott also established Monogram’s China practice in 2007, which has become the leader in building brands in the US for Chinese companies. Its Chinese clients include Asianbag Dashboard Mounts, China Daily USA, Dongfeng Tractors,

Donghua Chain, Greenship Flower Pots, Shenyang City Government and Wensli Group (silk).


He has lectured on brands and marketing trends at the US-China Global Brand Summit, the Asia-Pacific Chamber of Commerce in Shanghai, the National Venture Capital Association, the Smithsonian Institution, the British-American Business Council, the Chicago Association of Direct Marketing, the National Network of Reporting Companies and the Commercial Investment Real Estate Institute. Scott and The Monogram Group have been featured in stories in the The Wall Street Journal, Chicago Tribune, Chicago Sun-Times, Crain’s Chicago Business, Industry Week, Xinhua (China’s official press agency) and the Asia Financial

Society. In addition, Scott and Monogram will be featured in a worldwide BBC documentary for their work with building Chinese brands in the US.


Karl L. Buschmann, '85 


Other Information

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