Corporate\u00a0Relations at Hult Shanghai kicked off their Module B events series on January\u00a07, 2015 with a full house for\u00a0the event ‘CONCEPTING, Creating a Successful Brand’. \u00a0Charismatic Dutch advertising and marketing expert, Wilbert Kragten, managing partner of BSUR\u00a0Shanghai, joined students on campus to discuss ‘concepting’, a new way of developing brands.<\/p>\n
Instead of using traditional product\u00a0proposition, market segmentation, and\u00a0target groups \u2013 concepting starts with discovering a\u00a0mentality for the brand.\u00a0Wilbert introduced the methodology and its application in China\u00a0today, using case studies to illustrate the\u00a0importance of concepting and its contribution to the success of strong\u00a0brands in China.<\/p>\n
Kragten’s talk covered the guiding\u00a0principles of some domestic Chinese brands, from\u00a0pure manufacturing entities to global brand\u00a0identities. He also revealed that one of the Chinese brands that he and\u00a0his team have worked on will be launching its\u00a0products in Apple stores across the U.S. this month.<\/p>\n