Brand Positioning Method and Practice Under Enterprise Business Strategy
Speaker
  • Xu Yun Xu Yun 4Paradigm Design Director

    Graduated from the Academy of Fine Arts in Tsinghua University, 13 years of Internet experience and 8 years of team management experience. She is currently the Design Director of the 4Paradigm. She served as a guest lecturer of the Central Academy of Fine Arts and developed the course "Design in Tech Artificial Intelligence and Innovative Design" in cooperation with the Innovative Design specialty of the Central Academy of Design. Won the Guanghua Longteng award, one of the top ten outstanding young people in China's service design industry. During his employment in the 4Paradigm, he led the team to win many international awards such as German iF design award, German Red Dot Design Award, American IDEA design award and the Chinese design intelligent manufacturing award · Silver Award etc. Has made speeches in pH public welfare sharing meeting and ixdc2021 international experience conference.

    Design Philosophy: Leave the complexity of the system to the designer rather than the user.

Brand Positioning Method and Practice Under Enterprise Business Strategy

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Session B1
Meeting room Undetermined
Time 12/29 14:00-17:00
Type Workshop
Language Mandarin
Direction Brand Design
keynote content
Content Introduction

From user experience (UX) to brand experience (BX), the environment faced by designers has been changing. Under the new ecology of comprehensive experience, we need to have a comprehensive perspective to help enterprises design brand experience (BX) in every channel, contact point and interaction of the customer's whole life cycle to achieve brand breakthrough. Participating in shaping distinctive brand personality, positive brand association, highly recognizable brand activities and differentiated digital products can establish a strong connection between customers/ audiences and the brand. Therefore, designers also need to produce more accurate designs in line with the commercial value of the brand.

In this workshop, real cases will be combined to let participants scientifically and systematically master effective brand methods and help designers do insightful design from the height of brand experience strategy.

1. Brand Experience Trend Under the New Ecology
1.1 Global Digital Intelligence Transformation and Brand Experience Trend
1.2 The Ability Pyramid of Designers Under the New Ecology

2. Do Strategic Design from the Height of Brand Strategy
2.1 Brand Thinking Process: From Brand VI to Brand Guidelines, the Whole Path that Participates in the General Vision Construction Under the Brand Strategy
2.2 Brand Positioning: How to Use the Brand Method to Accurately Position the Brand
2.3 Brand Model: From Brand Positioning Method to Design Application
2.4 Brand Validation: Validation and Evaluation of Brand Positioning and Brand Model

3. Analysis of Design Proposal Method with 100% Pass Rate
3.1 "True" Objective: To Meet the Needs of Customers in Real Scenarios
3.2 "Multi" Framework: Accurate and Powerful Demonstration Process and Structure are Half the Success
3.3 "Full" Value: How to Carry Out All-round Copyright Protection for Works

4. Practical Workshop
4.1 Application Practice of Brand Positioning Method
4.2 Summary and Review

Structure and Agenda

1、Introduction to the Workshop: Introduction to the speaker and the team, and an overview of the content
2、Industry Trend: Global digital intelligence transformation and brand experience trend
3、Brand Approach: Brand thinking process and brand approach sharing
4、Case Analysis: From brand positioning method to design application
5、Practice Interaction: Practice of brand positioning method of simulated cases in groups
6、Summary Review

Target Audience

1、Junior or intermediate brand designer /visual designer /creative designer
2、Design related students (Interested in brand design in the future)
3、Internet practitioners /brand related workers (market, PR, etc.)

Participants Benefit

1、 Understand the brand design system and value, create scientific logical support for design output, and improve the competition of designers in the workplace
2、Scientifically and systematically master the effective brand model and brand thinking process method, to make the brand /visual construction more traceable
3、Master effective methods to improve the pass rate of proposals

video introduction
品牌塑造-人工智能产品包装
徐昀工作坊宣传视频
Work Case
  • Brand Building - Corporate Behavior Design
  • Brand Building - Artificial Intelligence Digital Design
  • Brand Building - Artificial Intelligence Digital Design
  • Brand Building - Artificial Intelligence Packaging Design
  • Brand Approach - Brand Positioning Approach
  • Brand Approach - Brand Positioning Approach
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