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/