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 principles.

1. Focus on specific human truths, not specific target audiences

 Should brands target a specific audience, or cater to all? For example, platform brands such as Alibaba, Tmall and WeChat are used by millions of Chinese consumers...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands