The Branding Boardroom Ivo Ganchev

This is the full Episode 5 of The Branding Boardroom. On this episode, Dr. Ivo Ganchev interviews Dr. Francesca Hansstein about a variety of topics, including her early career, the process of preparing and delivering market research reports, Chinese consumers as well as ongoing trends and challenges in brand development. Dr. Hansstein provides an insider's view into the industry of marketing and branding consultancy as well as plenty of practical advice for marketers in these fields. She continues by sharing her experience of working in China and her core views on Chinese consumer behavior. The conversation also includes an insightful discussion into the rise of new technology, green branding and the need for building inter-generational links between CEOs and students. Dr. Hansstein analyzes the importance of adapting to ongoing trends constantly monitoring social media in order to respond adequately to critical developments. Finally, she also provides valuable advice to both marketers and CEOs. She suggests that the former can make themselves future-proof by specializing in niche fields and becoming intermediaries between brands and consumers. As for the latter, Dr. Hansstein believes that it is essential for CEOs to maintain good links with universities and make sure that they talk to students and young employees, while seeking inspiration for the development of new business ideas. Italian speakers can Dr. Hansstein’s latest book on: https://www.mheducation.it/comportamenti-di-consumo-in-cina-9788838611858-italy  Read her academic profile on: https://www.umbra.org/facultypost/francesca-hansstein/  Learn more about our show here: - The Branding Boardroom: http://www.thebrandingboardroom.com/ - Dr. Ivo Ganchev: http://www.ivoganchev.com/ - TopBrand Union: http://www.brandcn.com/ - Economic View: http://www.jwview.com/

These are highlights from Episode 5. On this episode, Dr. Ivo Ganchev interviews Dr. Francesca Hansstein about her professional journey and they discuss at length numerous trends and challenges of brand development in the foreseeable future. Dr. Hansstein talks about the rise of new technology, green branding and the need for building inter-generational links between CEOs and students. She analyzes the importance of adapting to ongoing trends constantly monitoring social media in order to respond adequately to critical developments. Finally, Dr. Hansstein also provides valuable advice to both marketers and CEOs. She suggests that the former can make themselves future-proof by specializing in niche fields and becoming intermediaries between brands and consumers. As for the latter, Dr. Hansstein believes that it is essential for CEOs to maintain good links with universities and frequently talk to students and young employees, while seeking inspiration for the development of new business ideas. Italian speakers can purchase her latest book on: https://www.mheducation.it/comportamenti-di-consumo-in-cina-9788838611858-italy You can find Dr. Hansstein’s academic profile on: https://www.umbra.org/facultypost/francesca-hansstein/ Learn more about our show here: - The Branding Boardroom: http://www.thebrandingboardroom.com/ - Dr. Ivo Ganchev: http://www.ivoganchev.com/ - TopBrand Union: http://www.brandcn.com/ - Economic View: http://www.jwview.com/

On this episode, Dr. Ivo Ganchev interviews Prof. Oliver Errichiello at length about the links between his work in academia and industry and they discuss in depth the practical applications of Brand Sociology. The show includes stories about the strategy that successful global brands follow to craft a strong message and position themselves correctly on the market. Prof. Errichiello also explains why “classical” thinkers in sociology provide a warning to brands that they should avoid too much change too quickly. He dives into the differences between “European” and “North American” thought in marketing and delivers a key message for CEOs around the world. In addition to holding the world’s first professorship in Brand Sociology, our guest is also the Founder of the brand development agency Büro für Markenentwicklung as well as the Head of the Innovation Lab at Deutsche Seereederei. Prof. Errichiello is also the author or co-author of numerous research publications and 20 books, including the influential volumes Green Branding and Reality in Branding. He has completed many exciting projects such as the “wooden radio”, which has become famous around the world and won various awards. Learn more about Prof. Errichiello on https://www.errichiello.de/en and https://www.buero-fuer-markenentwicklung.com/en The Branding Boardroom was created by Dr. Ivo Ganchev and produced by TopBrand Union. Highlights from the show are distributed in China through Economic View (Business Bureau of China News Service). Learn more here: - The Branding Boardroom: http://www.thebrandingboardroom.com/ - Dr. Ivo Ganchev: http://www.ivoganchev.com/ - TopBrand Union: http://www.brandcn.com/ - Economic View: http://www.jwview.com/

These are highlights from Episode 4. On this episode, Dr. Ivo Ganchev interviews Prof. Oliver Errichiello at length about the links between his work in academia and industry and they discuss in depth the practical applications of Brand Sociology. The show includes stories about the strategy that successful global brands follow to craft a strong message and position themselves correctly on the market. Prof. Errichiello also explains why “classical” thinkers in sociology provide a warning to brands that they should avoid too much change too quickly. He dives into the differences between “European” and “North American” thought in marketing and delivers a key message for CEOs around the world. In addition to holding the world’s first professorship in Brand Sociology, our guest is also the Founder of the brand development agency Büro für Markenentwicklung as well as the Head of the Innovation Lab at Deutsche Seereederei. Prof. Errichiello is also the author or co-author of numerous research publications and 20 books, including the influential volumes Green Branding and Reality in Branding. He has completed many exciting projects such as the “wooden radio”, which has become famous around the world and won various awards. Learn more about Prof. Errichiello on https://www.errichiello.de/en and https://www.buero-fuer-markenentwicklung.com/en The Branding Boardroom was created by Dr. Ivo Ganchev and produced by TopBrand Union. Highlights from the show are distributed in China through Economic View (Business Bureau of China News Service). Learn more here: - The Branding Boardroom: http://www.thebrandingboardroom.com/ - Dr. Ivo Ganchev: http://www.ivoganchev.com/ - TopBrand Union: http://www.brandcn.com/ - Economic View: http://www.jwview.com/

On this episode, Dr. Ivo Ganchev interviews Dennis Yu at length about stories from his career and the importance of humanity in branding. The show includes discussions on the value of using data and its limitations, social media ads and best practices for developing a strong personal brand. Dennis has worked at the highest level as an executive at Yahoo and American Airlines. He has managed marketing campaigns worth over 1 billion dollars and recently created the popular "Dollar a Day" marketing strategy. Dennis is currently the CTO of Blitzmetrics, a digital marketing company that partners with schools to train young adults and aims to create 1 million new jobs globally. Learn more about him on https://dennisyu.com/ and https://blitzmetrics.com/ The Branding Boardroom was created by Dr. Ivo Ganchev and produced by TopBrand Union. Highlights from the show are distributed in China through Economic View (Business Bureau of China News Service). Learn more here: - The Branding Boardroom: http://www.thebrandingboardroom.com/ - Dr. Ivo Ganchev: http://www.ivoganchev.com/ - TopBrand Union: http://www.brandcn.com/ - Economic View: http://www.jwview.com/

These are highlights from Episode 3. On this episode, Dr. Ivo Ganchev interviews Dennis Yu at length about stories from his career and the importance of humanity in branding. The show includes discussions on the value of using data and its limitations, social media ads and best practices for developing a strong personal brand. Dennis has worked at the highest level as an executive at Yahoo and American Airlines. He has managed marketing campaigns worth over 1 billion dollars and recently created the popular "Dollar a Day" marketing strategy. Dennis is currently the CTO of Blitzmetrics, a digital marketing company that partners with schools to train young adults and aims to create 1 million new jobs globally. Learn more about him on https://dennisyu.com/ and https://blitzmetrics.com/ The Branding Boardroom was created by Dr. Ivo Ganchev and produced by TopBrand Union. Highlights from the show are distributed in China through Economic View (Business Bureau of China News Service). Learn more here: - The Branding Boardroom: http://www.thebrandingboardroom.com/ - Dr. Ivo Ganchev: http://www.ivoganchev.com/ - TopBrand Union: http://www.brandcn.com/ - Economic View: http://www.jwview.com/