Jian Jiang:Prioritize Inner Joy, Find Your Ideal Role

For CMOs, brand building is the top challenge. Questions about how to prove its value and what brands deliver to the business are hard to answer, as brand impact is difficult to quantify, especially in the short term.As a B2B-originated company, Bosch has long struggled with B2C brand awareness. Its challenges differ by region: brand fatigue is the core issue in Europe, while familiarity boosts recognition and favorability in China. For example, consumers grow more attached and loyal after learning about Bosch’s home appliances, automotive components and power tools.

Massive industry disruption is underway, most notably in automotive. The sector enjoyed sustained growth from China’s reform and opening-up, surging after China joined the WTO in 2000. Bosch held an almost unassailable technical position in the internal combustion engine era. Yet the automotive transformation is reshaping even B2B markets, with the new energy vehicle market expanding rapidly.NEVs account for over 50% of China’s auto sales, nearing 60% in recent months. This rapid shift has spawned new market players, alongside rising consumer preference for smart features and local brands. These changes compel us to revisit brand positioning and communications, craft balanced brand storytelling, and adapt to this fast-evolving market.

Brand value cannot be easily proven by data and takes time to materialize; supporting brand building is therefore a deliberate choice. For CMOs, the priority is striking a balance amid complexity. Marketing leaders must translate sophisticated ideas into simple, accessible messages to align leadership and teams — a core marketing competency and a key driver of brand growth.

Customer insights show younger generations are far more receptive to local brands, which they see as smarter and better aligned with the new-energy trend. Chinese suppliers and brands are also boosting innovation and gaining market leadership. This dynamic raises the bar for our brand-building efforts.

Brand building is less a math problem than a philosophical pursuit. Even as traffic conversion rates can be precisely measured, annual brand spending is fundamentally an investment in future value.Bosch translates over 130 years of technological heritage into its brand promise: “Invented for life.” This cross-cycle value proposition demands steadfast conviction from leadership to sustain.

Managers aiming for senior leadership must look beyond their own functional silos and think from an enterprise-wide perspective. Beyond their own domain, they need to understand how finance, logistics, manufacturing and other functions operate and collaborate.For sustainable career growth, self-awareness comes first. Know what drives you and what you are willing to commit yourself to. Ask yourself: Does my personality fit this goal? Do I truly love this industry or role?Some equate success with earning more money. Yet value creation benefits others as well as oneself. Chasing goals you are ill-suited for, or blindly following others’ definition of success, often leads to burnout.

     For me, marketing and communications bring great freedom. I thrive on creativity when planning campaigns and designing concepts, and that creative space keeps me motivated. Career paths differ for everyone; the core is to find what truly inspires you. If a role leaves you fulfilled and passionate even amid hardship, you are on the right track. Careers span decades, and feigned passion cannot last.