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/