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...