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 Automobile, Xue admitted that this notion of ‘brand as platform’ can at times seem to conflict with brand-building princip

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