How Weltmeister Automobile navigated three brand-building dilemmas in China

FCB Greater China’s Steve Xue and Weltmeister Automobile’s Michael Shi talk about the roadblocks and lessons learnt in the brand’s growth journey at Spikes Asia.

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

Speaking at the Spikes Asia festival in Singapore alongside Michael Shi, chief branding officer of Chinese EV brand Weltmeister...