Charley Dong
Marketing Talks
Deputy Director
Academic and Education Working Committee of China Advertising Association

Event Introduction
Marketing Talks
 · 06/16 (Day 3)
Growth and Beyond Growth
International Plenary Hall - Level 2 of North Lobby west
Construct the Brand Bastion
[Themed Discussion] Putting "People" at the Core and Building Evergreen "Brands"

In the past, people were represented as numbers derived from attitude surveys in marketing. However, with the advancement of digital tools, individuals are now perceived as multifaceted entities with attributes encompassing attitudes, behaviors, and social factors. 

Brands were abstract concepts that were difficult to define and measure. However, now they have evolved into tangible assets that can be measured and accumulated through a series of actions. 

In this topic, we would like to discuss the transition from a one-dimensional perspective of people to a multidimensional one, as well as the transformation of brands from ambiguity to measurability. 

Link to agenda