Recently, the Sino-German Branding Institute's National Art Fund funded project "Innovative Design Talent Training for Specialty Brands in the Yangtze River Delta" has invited the following experts to participate in the training program.Le Jianfeng, Chief Researcher of Brand Science Research Institute of Zhejiang Wanli College, Expert Member of Brand Project of Xinhua News Agency, and Visual Chief Planner of CCTV National Brand ProgramBringing courses to participants"Brand Force: Brand Positioning and Planning".
Based on his rich personal experience, Mr. Le Jianfeng provided the participants with an in-depth analysis of the essential logic of branding:Brands are essentially born out of the need to reduce transaction costs. Therefore, brands should be committed to reducing costs while enhancing the premium ability of their products. He then systematized the four key steps for brands to get out of the loop, i.e., the excavation of the Force, the creation of explosive products, the shaping of symbols, and the implementation of co-creation.
Mr. Le Jianfeng stressed thatThe most powerful raw potential of a brand stems from a deep understanding of the collective subconscious and a precise alignment with consumer resonance pointsHe explained in detail how to realize user co-creation in the process of brand building. Combining a large number of actual cases, he explained in detail how to realize user co-creation in the process of brand building, for example, how the Morning Glory Exam Pen forms a connection with the user's subconscious mind, and how to design an effective branding strategy for a Korean celebrity who is new to the Chinese market through a precise entry point.
After this course, participants have a deeper understanding and richer ideas on how to accurately grasp brand pain points and create and enhance brand value.
Introduction of experts
Le Jianfeng is the founder of Shanghai Commitment Brand Consulting Agency, a special expert of Shanghai Urban Renewal Research Association, an expert member of Xinhua News Agency's branding project, and the visual master planner of CCTV National Branding Program. With more than 20 years of brand marketing experience, he has led a number of large-scale brand building projects for corporate brands, group brands, city brands, etc. He used to work for Ogilvy & Mather and other international 4A advertising groups. He has created the "Brand Common Theory" and provided brand consulting and training for hundreds of enterprises and institutions with the four steps of "Force - Explosive Product - Symbol - Co-creation", including Jingdong, Baidu, Ali, Vanke, Unity, Danone, Hewlett-Packard, Aqiyi, China Merchants Bank, Chery Finance, UPM, Jiu Fang Zhi Investment, Jinyi Jewelry, Trina Solar, Jinchang Group, Fosun Group, Shimao Group and so on. Mr. Le Jianfeng's planning ideas of "Brand Common Theory", "Five Heart Copywriting Method" and "6C Creative Power" have formed a school of thought in the industry, and have attracted a lot of attention in the business and education sectors. He has served as a visiting professor at many universities, combining more than 20 years of practical experience in marketing, teaching and research, and has cooperated with many universities at home and abroad, such as Zhejiang University, China Academy of Art, Shanghai Business School, Donghua University, etc. He has also served as a visiting professor at many universities, combining more than 20 years of practical experience in marketing, teaching and research.
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