Building Resonance.

Just a few months ago, BA360 partnered with Mailman to build ZeroDegrees. As with China, things move fast; some things grow, some things die. Well friends, today I’m here not to report growth, but to report death; for the partnership between Mailman and BA360 is dead. But such is life in China, things move fast, they chaotically hurtle forward; those with loose grips slip; those with tight grips fight to hold on tighter.

As ZeroDegrees, a digital China social media agency, was created based on BA360′s learnings from littleredbook.cn and missniuniu.com; it stays in BA’s ownership; Mailman voluntarily forfeited all equity to ZeroDegrees and has agreed not to use any of BA’s promotional / presentation materials, makes no claim to the creation of the Missniuniu case study, and through implication takes no credit for the creation of the ZeroDegrees social media agency in the realms of strategy, planning, management and execution of China digital social media campaigns.

Going forward, ZeroDegrees will be rebranded “Resonance China“. This is in part to leave the partnership with Mailman behind; to announce our service focus on China Social Media Strategy, China Content Creation, and Online Public Relations plus Viral Seeding, in addition to providing value-add digital strategic support to our clients and agency partners. The secret reason is because I like the name better; ZeroDegrees kept getting confused with a refrigeration company… such are the perils of branding.

Yes dear readers, breaking up is hard to do. Were I given the chance I would have steered BA more conservatively. Alas, in my heart I’m an entrepreneur; and as such cannot win without making a good number of mistakes. I always thought to myself as I skipped happy as a school girl toward a foolish future of easy money and success that I’ll eventually make mistakes, and I’ll eventually succeed; so if both were inevitable, they were out of my control, right? Well maybe not, cause while both come, hand-in-hand, perhaps there’s a way we can tip the scales so when we do screw up, the error is small; and when we do win, the success is big.

Wishful thinking perhaps; but with the sum total things to do right, and things to do wrong; I find that as long as we always offer value; always look to the best for our clients; and always look to increase our base of knowledge to the benefit of our industry, then seemingly we’ve got the “big” things right; allowing us to make those many small mistakes without sinking under their weight. Perhaps I’m right, perhaps I’m wrong… time will be the judge.

Related articles from around the web.

• So You Wanna Be An Entrepreneur In China? (chinalawblog.com)
• Hello ZeroDegrees. (littleredbook.cn)
• Aligning for Client Satisfaction (pr-squared.com)
• Top 10 reasons to use Chinese Social Media. (littleredbook.cn)
• LRB; One year old and hot as hell. (littleredbook.cn)
• Confessions of a China Entrepreneur. (littleredbook.cn)

Related Posts:

1. LRB; One year old and hot as hell. Hello all; I’m proud to report today that LRB is one year old. It’s been an interesting year, beginning with the thought “why don’t I try to build a blog”, followed by “is anyone actually reading this blog”, then “you...
2. Zero Degrees makes a splash on Fast Company. Zero Degrees hits the ‘big apple’ with a feature in Fast Company. Navigating through China’s social media landscape can be a very daunting task. We created a local social media map to show the size of the various sites and...
3. Confessions of a China Entrepreneur. Today I’m going to give you a quick overview of my short experience as a China entrepreneur for reasons you’ll soon discover. So lets start with the end, and then we’ll work our way to the beginning. Recently, I was...
4. China Advertising Jobs and Bookstore on LRB. Hey everyone – we just created a few new sections on LRB; one is a job forum area which we’ll fill with new China advertising jobs as we find them; we’re also teaming up with several headhunters that’ll drop their...
5. Cartier; Social Media Campaign sans “Social” I’ll start by saying this: Cartier’s China social media campaign is pretty disappointing. I’ll get into some more detail soon, but in an effort to save you time what you’ll see in this post is what NOT to do when...

Tagged as: Advertising and Marketing, Business, Case study, China, Entrepreneur, Event planning, publicrelations, social media, Value added, ZeroDegrees