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.
When brands refresh their packaging design, it can either create a striking impact or lead to a decline in sales and blurred brand identity. Nielsen data shows that only 5% of packaging redesigns successfully boost sales, while as many as 13% experience a drop in sales due to packaging changes. How can brands retain their "soul" while injecting fresh appeal into classic products through innovative design? This topic will explore the key elements of successful packaging refreshes, revealing how to strike the perfect balance between innovation and tradition to invigorate the brand and unlock new growth opportunities.
Global brand expansion isn't just about entering new markets – it's about creating cultural resonance. For foreign brands in China, success hinges on understanding local values and consumer expectations. At the same time, Chinese brands looking to scale globally must recognize how their own cultural identity shapes perceptions abroad. Without strategic adaptation, both face barriers that limit their reach and impact.
This discussion will explore how brands can navigate cultural differences, maintain authenticity, and build deeper connections in foreign markets. Key questions include:
- How can brands adapt their identity to resonate with Chinese consumers?
- What cultural blind spots hold Chinese brands back from greater success abroad?
- How can companies balance authenticity with market-driven adaptation?
Join us as we examine the strategic challenges of global branding and the role of culture in shaping brand success across borders.