Where is Gong Kai from?

Gong Kai, a native of Hunan, is the founder and chairman of Jihe Brand Management Consulting Co., Ltd., a famous strategic brand.

In his early years, he received dual education in art design and business management, and he was quite accomplished in art creation and brand design strategy. Brand visualization strategy instructor, founder of living brand growth recognition theory, super brand gene sequence decoder (the first brand cognitive model of intellectual property protection in China), and founder of diamond brand strategy model brand sustainable profit strategy model.

Chinese name: Gong Kai

Gong Kai Mbth

Nationality: China.

Ethnic group: Han nationality

Place of birth: Hunan

Occupation: entrepreneur

Main achievements: founding Ji and brand management shares (system brand intelligent housekeeper)

Representative works: Decoding Brand Gene Sequence, Strategic Brand Navigation System and Enterprise Tree of Life.

Current residence: Guangzhou

Title: Chairman of Jihe Brand Management Consulting Co., Ltd.

outline

Gong Kai, a practitioner, theorist and philosopher of brand integration, received dual education in art design and business administration in his early years and has nearly 20 years of experience in brand creation and management consulting. In his career, he is duty-bound to focus on the inspiration of brand wisdom. Diversified experience and cross-border identity make it both rational and spiritual, which makes Mr. Gong a leading position in the field of brand integration design. Mr. Gong Kai firmly believes that the integration of reason and spirituality can bridge the gap between business logic and consumer emotion.

Based on his personal experience in brand building in China market and profound insight into brand trends, Mr. Gong has systematic and comprehensive consulting experience in the fields of brand philosophy, brand humanities, brand strategy, brand extension, brand sense and perceptual image, brand identification strategy, brand identification design, brand communication, brand marketing, digital brand, brand innovation and brand management. Its research and practice of "living brand-brand growth system", the first research on brand gene sequence protected by intellectual property rights in China, and the establishment of diamond brand model have helped many dominant brands to break through the pattern, create the best sustainable profit knowledge in the competition, assist many international brands to successfully take root in China, and promote local brands to achieve deep brand transcendence.

Character experience

20 13 APEC SME summit 20 13 12 was held in Shenzhen. Gong Kai, the founder of Collective Brand and an expert in brand integration design, spoke at the roundtable forum. Gong Kai said: "Doing good deeds must be based on one's love and kindness to oneself, and then there is demand for the market and kindness to others, based on a kind of value."

Gong Kai's point of view

Brand is to do well, do one thing well, and continue to do one thing well. Brand is related to a person's unique emotional interest in products, services or organizations.

Brand wins in spirit! Brand is spiritual wealth, not digital business. Fahong is willing to do fine things.

Any product comes from ideas, and ideas are controlled by the mind. Behind products are people, and excellent products must come from a group of people with excellent values. Brands need speed and temperature; To locate, but also to taste; To make a profit, we must be mutually beneficial.

Brand, create profits! Create sustainable profits! "Winning" means winning yourself and finding out who you are. What authenticity and talent has God given me? What did I come to this world for? "Profit" means benefiting others and helping others. Everything that is "profitable" is a process of helping others and knowing yourself. Win yourself and benefit others.

Grasp emotion with reason and melt business with emotion. Brand is a life that combines reason and rationality. The core construction of brand gene sequence is the integration of materialized "category" and spiritual "values" As a brand life form, the two are intertwined in a double helix chain structure, and they are both opposite, interdependent and mutually rooted. This is the unchangeable law of the material world, the procedure and origin of many things, and the fundamental reason for the emergence and destruction of things.

A living brand, the future is known. Only by changing, adapting and diversifying can the brand remain fresh, pleasant and endless forever.

Brand building is by no means personal inspiration, and outstanding achievements are based on the essence of good product "1". From the perspective of separation, we should maintain an objective and overall perspective, accurately and keenly lock in the "pure advantage" information that conforms to the enterprise strategy, and innovate and polish it, and create a brand leap of 10 times by superimposing the energy multiplication effect.

Building brand value chain around diamond focus. In a large amount of debris information, we can find the advantage information points as pure as diamonds, and then release the inherent potential of diamonds through precise cutting and polishing, and take this as the core to build a fine and reliable information chain around and strengthen the absolute value of bright diamonds. The brand lives on, and the faith lives on.

Everything written in words and filtered logically can hardly become a corporate culture. Corporate culture is a story of a group of living people and their true temperament. "Once a culture is written, it becomes an epitaph of culture. Actually, I like listening to stories. What about you?

Fast business slow brand

The first lesson of doing a good brand is to improve and purify the brand mind and pursue a happy and rewarding life.

The essence of brand lies not in mechanical control, but in flow, not in rough intervention, but in conformity with order. When you stand in front of Hukou Waterfall of the Yellow River, you will feel the power of dynamic change. With the movement of energy, the Yellow River presents different forms and constantly produces new structures. Behind this adaptability is water's desire for flow. Although the form is changing, the goal is as firm as ever. "How can the water of the Yellow River move out of the sky and into the ocean, and never return?" The sea is their constant direction. This is also the constant direction of brand values. The emergence of any structural form is an expedient measure in the long run, and all the changes that produce driving forces are only creating conditions, not deliberate intervention. If so, there will be thousands of roads rushing into the sea.

Like a grand movement, the brand interprets a complete melody, not a patchwork of notes. Like other human activities, enterprise management is a system. However, the realistic pressure of survival forces us to fall into fragmented solutions (such as frequent marketing hype), which is like overemphasizing a certain note and ruining the whole movement. In brand building, snapshot solutions will inevitably erode the future. Brand building is by no means a splicing of various elements. The birth of a brand should be complete from the beginning, and any dismemberment and division will lead to the incompleteness of the brand. Therefore, we need system construction; We need to take care of the whole again and let it come again; We need a scientific brand recognition framework to deeply solve the ultimate proposition of corporate profitability and sustainable profitability. Only integrators are solvers.

Service case

The main brands that Mr. Gong Kai has served are: SF Express, Galanz, Midea, Red Dragonfly Group, Sany Heavy Industry, Neptune Star Chain Pharmacy, Tomson Bianjian, Yuexiu Group, Goldlion Leather, Fiona Fang Real Estate Group, Italy, Vanke Eslite, Kangnai Leather Shoes, Nu`U Wang Mu Men's Wear, Canudi Luo (Italy), Weill Luxury Fashion (France) and Bugatti Men's Wear.

main work

Decoding brand gene sequence

Enterprise life tree

Emotional brand growth era!

A well-known future for life brands

Collection and research show that in the new emotional era, your competitors all know that the information spread by the brand needs to revolve around the same theme. However, only a brand that stands out from the crowd can present a brand theme through fascinating and diverse brand growth methods according to different media characteristics, and only in this way can the brand always remain fresh, pleasant and endless.

"Welcome to the emotional age!"

Incorporate the design strategy of "brand growth" and upgrade the brand concept from a simple price-driven marketing tool to an action platform for interacting with consumers and blending emotions, so that people can go beyond the product itself and experience an emotion related to themselves.

"The Sith left us with a cold face."

In the information age of 10 times speed-customers care more about the affinity and interaction of "brand" than the strength of enterprises, enterprises in the era of CIS industrial reproduction have long been tired of repeating enterprise logos in a strong way. In today's consumer market, brands need to seek "recognition" instead of "knowledge". At this point, CIS lacks emotional communication and can do nothing about it. Its idea of taking enterprise will as the center is leaving us.

"Emotion dominates the fate of the brand!"

Today's brand fate is dominated by customers-this fact urges us to establish a brand model that is more in line with customers' psychological model. We are very happy to see the arrival of the emotional era. In order to distinguish it from the CIS era, we call it BrandIdentify. The difference between CI era and BI era can be illustrated by the above figure, the most obvious of which is the change of brand positioning: CIS system describes "what kind of person I want to be", while BI concept is "what kind of person I want to be", which makes customers more willing to take the initiative to understand and try brands. It is no exaggeration to say that in today's consumer market, whoever grasps the customer's emotion will have the right to speak, and "emotion" is becoming a new economic model!

"From Announcement to Appeal"

Today's brand design can no longer be mechanically "logo announced". People need more skillful, poetic and heartfelt ways of information exchange, and they are eager to be understood and respected.

Excellent products or services, if not breathtaking, your brand will be ignored or even worthless. How can we quickly penetrate the brand into customers' minds and let them interpret it with great interest? At this moment, we need a brand-new and attractive brand design method-Growth BI brand growth identification system.

Adaptive growth-the natural law of brand protection

The mature apple looks bright, but it won't be too far away from the disappearance of corruption, because it no longer grows. Brand design is not like this. Brand design without growth function will soon lose its vitality, and the result is self-evident.

How to make brand recognition "fresh" for a long time and produce "adaptive" ability with the change of consumption environment-this is the core of GrowthBI brand growth recognition system. This system has changed the brand communication of "forced declaration" in CIS system in the past, but endowed the brand with fresh and cordial emotional strength and realized the brand's psychological appeal to customers.

Ji and GrowthBI emphasize the central position of customers in the brand, and the brand must skillfully stand in the position of customers to express more temptation; Put more energy into the study of design flexibility and richness, and build a brand design management mechanism that can grow and replicate itself, so that the brand can "adapt" to the future consumption environment and realize self-sustainable growth.

Brand is not a result, but a process. At the beginning of our establishment, we could not fully foresee the changes in the future environment of the brand. Therefore, only growth is infinite.

Growth is the only rule of brand survival.

Dynamic change, adaptation and diversification will surely lead the brand in the future.

Diamond brand model