Why it matters

For new brands navigating China’s complex consumer psyche, building a solid brand foundation is the best way to stand out in the long-term. More so if the business operates in an emerging space such as electric vehicles such as Weltmeister Automobile and must find a way to meaningfully build relationships.


  • The concept of “brand as a platform” relates to a user-centric ecosystem that delivers a holistic, coherent and dynamic experience that keeps evolving.
  • With a clear brand purpose in place, the core message can be manifested via different ideas and channels to increase relevance with different audiences.
  • Offering a multi-sensory experience also aids in building the brand-customer relationship.

A brand is not just a brand, “the brand should be a platform” according to Steve Xue, chief strategy officer of FCB Greater China.