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/