On Jan. 15, hand in hand, DOBE and Cheung Kong Graduate School of Business (CKGSB) held an “Internet+ Era Marketing Innovation” Sharing Conference at WE’’home. More than 20 representatives from enterprises both insides and outside the park, including Stefano Boeri Architetti, Jumbo Landscape Architecture, Yunju Culture Media, attended the conference and had interactive sharing.
For this event, DOBE specially invited CKGSB’s Vice-Chancellor and Marketing Professor Dr. Zhu Rui. From Disney’s brand building to web celebrities’ new media marketing innovations, Prof. Zhu set forth the relations between brand and “storytelling” in the Internet+ era: “stories that can convince people and strike a chord are the best means to make a brand accepted by the masses. If you grasp the power of storytelling, you can enhance your brand’s core competitiveness.”
During the round-table discussion, the State Council’s Development Research Center’s Researcher, Shanghai Private Label Specialty Committee’s Secretary-general and Jonkon Cultural Development Group’s Founder Mr. Shi Zhangqiang as the guest host, together with Prof. Zhu and DOBE Group’s Board Chairman Jia Bo, discussed how to connect “storytelling” with their corporate brands based on their own business and management experience.
What to do if a product or company doesn’t have stories? In the interactive Q&A corner, the guests answered the question for the representatives from enterprises: to start “storytelling” from scratch, we need to explore the spirit and meaning behind the people and incidents, combine them with the values the brand intends to convey and advocate; in every person and company’s development history, there must be some stories; what matters is how to effectively combine the two to convey the same values and make the brand spirit fuller.
As an exchange & learning center and “Saloon for Enterprises” DOBE created for entrepreneurs, WE”home has built a service platform for communication for high-end talents in cultural, creative, sci-tech and innovation-oriented industries. United with quality resources from all sectors of society, DOBE holds exchanges and sharing activities here regularly, to share resources with entrepreneurs and provide more private services. This time, DOBE joined hands with CKGSB and brought advanced management ideas, marketing strategies in the industry to WE”home to share with everyone. Meanwhile, it was announced at the conference that DOBE would cooperate with CKGSB in setting up a “DOBE WE” scholarship exclusively for enterprises in DOBE parks, to support outstanding entrepreneurs in DOBE parks to take CKGSB’s related courses. Entrepreneurs in DOBE parks recommended by DOBE can receive priority in taking the courses and enjoy a maximum tuition cut of 200,000 Yuan. More enterprises in DOBE parks will be able to receive CKGSB’s quality courses.
