THE POWER OF CUTE: WHAT CHINA’S HOTTEST SNACKS BRAND CAN TEACH YOU.

The article examines the success of Three Squirrels, an electronic commerce (e-commerce) brand from China. It mentions the use of cuteness by the brand for its marketing strategy, its shift from an agricultural commodity to a youth brand for millennials and some marketing measures taken by the brand such as the use cartoon squirrel mascots on its logo and animated commercials, role-playing by customer service representatives as pet squirrels and use of squirrel-related nicknames by employees.