China Paradigms

Ben Weldon is the Creative Director, CEO and Founder of Thread Design, a Shanghai-based branding agency specializing in the food and beverage industry. In this interview lead by Matthieu David, we learn about branding cases in China, and the differences between running an agency in China vs. the West. Highlights of this episode are: 5:15 What is the definition of 'Branding' 8:15 How to decide what to keep vs change in a brand strategy 9:45 Case of ALDI's China brand strategy 16:00 The difference in Chinese and foreign brands and branding 18:30 How Thread Design works with Chinese clients 21:00 Why Shanghai is a great location for a branding agency 27:15 Hiring and managing creative people in China Learn more about Thread Design here: https://threaddesign.com.cn/ ====================================================== Daxue Consulting is a market research and management consulting firm focusing on the Chinese market. We are leveraging a multiple-methodology approach in order to support clients’ needs, auct