Background information

Faced with the era of consumer upgrades, many traditional industries are actively promoting the brand upgrade to meet a new generation of consumer demand and trends; International brands attempting to enter the Chinese market also face similar problem. i.e. how to adapt to the Chinese users and local cultural differences. Brand upgrade shows that the relationship between people and the brand is no longer just a unilateral supply of the brand, and it is not the Logo redesign of traditional perception either.

As with the technological breakthroughs, new use scenarios keep expanding online and offline. How to expand the brand value to various touch points through experience thinking so that users can feel the brand differentiation from their general experience will become the future topic for brand designers.

The workshop will guide you to explore the core values of the brand, and see the differences in its manifestation in product, behavior, environment and expression.  

Outline

Understand the brand innovation thinking of Tang Consultancy 

Understand the relationship between user experience and the new understanding on brands 

Participants can use the workshop to practice how to leverage user experience to define and establish the relationship between the brand and the user.

Create the differentiated experience for the unique brand.

Case and method introduction: Understand brand design again through experience thinking

Brand workshop

Participants will learn

•  Understand the brand innovation thinking of Tang Consultancy 

• Understand the relationship between user experience and the new understanding on brands 

• Participants can use the workshop to practice how to leverage user experience to define and establish the relationship between the brand and the user.

• Create the differentiated experience for the unique brand.

• Case and method introduction: Understand brand design again through experience thinking

• Brand workshop