Falk Fuhrmann, Long-time Visiting Professor, China Academy of Art; Founder & Executive Director, HuíLüè Business Consulting
Falk is Founder & Executive Director of Huí//Lüè Business Consulting, a fluid brand innovation consultancy based in Shanghai with clients like Pernod-Ricard, Blackmores, Stryker etc.
He has been teaching International Brand Communication & Innovation, Consumer Behavior & Insights, International Marketing Research, as well as Entrepreneurship at the China Academy of Art, Hangzhou.
Falk is an award-winning creative strategist with more than 25 years of experience in growing businesses, building strategy teams, and developing connected marketing, brand & communication strategies of local, regional or global scale.
Born & raised in Germany, he led the strategic planning department of TBWA when they opened their Berlin office with clients like Philip Morris International and Kawasaki motorbikes. Later as Head of Strategy with DDB, he developed & championed the agency’s philosophy of creative business solutions and paved the way for major service innovations with blue chip clients like Henkel. From 2013 to 2021 with Saatchi’s in London, Singapore and Shanghai, Falk led the strategy development for P&G’s baby care business in CEEMEA, APAC & Greater China, as well as for their feminine, oral, personal care, laundry, dish care & male grooming business in Greater China.
Falk is married with three cats and a dog.
In the era of globalization, brand expansion is more than just exporting products—it’s about cultural exchange and integration. However, brands often face challenges in cultural perception when introducing specific cultural symbols to foreign markets. For instance, Eastroc's dragon logo faced backlash in the U.S. due to the dragon's associations with violence and evil in Western culture, prompting a redesign. Similarly, Cadbury’s iconic purple packaging resonates differently across cultures, requiring localized adjustments.
Brands must balance preserving their unique identity with integrating into local cultures, making localized packaging design a critical factor in successful global branding. This discussion will focus on visual design strategies for overcoming cultural barriers, avoiding misinterpretations, and achieving cultural harmony. Key questions include:
- How should product packaging be adapted for different cultural contexts?
- What strategies ensure packaging aligns with varying cultural preferences?
- How can brands translate symbols into culturally resonant designs while maintaining their essence?
Expert speaker will share insights on market research, symbol selection, and fostering cultural resonance to build emotional connections with consumers worldwide.