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 ...