The Rise and Fall — Reflection and Self-Iteration of a Brand Marketing Practitioner

The term “Brand Marketing” is a marketing strategy aimed at shaping, promoting, and maintaining a brand’s unique image, values, and reputation to attract and retain consumers. It goes beyond reflecting the quality of products or services and emphasizes building positive emotional connections and cognitive impressions in the minds of consumers.

From the past to the present, the means of media have become increasingly diverse. Black and white photos have evolved into colored photos, and then into photos with more balanced and realistic colors. In the era of film photography, “videos” were manually created by editors using scissors and special tape. Nowadays, video editing software has become commonplace, and even Artificial Intelligence (AI) can create videos.

In the past few decades, the landscape of business has also undergone tremendous changes. From 2011 to 2020, on average, a new startup was established in China every 7 seconds, leading to numerous new brands. This is several times more than half a century ago, marking the advent of a fast-paced commercial era.

Against the backdrop of rapidly evolving media and business environments, how to create a good brand and well market is a question that every brand marketing professional must ponder.

In this context, we are honored to invite Mr. Feifan (Sirius) ZHAO, the Head of Integrated Marketing for NIO’s New Strategic Business Ventures. He will share his insights and self-iterations as a practitioner in the field of brand marketing, considering the intense changes in media methods and the business environment.

We look forward to your participation!

Feifan ZHAO

Former Senior Brand Manager at Tencent Group

Head of Integrated Marketing for NIO’s Strategic New Business Ventures

Mr. Feifan ZHAO has been diving into the field of brand marketing for seven years, spanning across the internet and consumer goods industries. He has held various marketing roles such as public relations, brand management, and integrated marketing, overseeing numerous integrated marketing campaigns, both large and small in scale. Mr. Zhao also has a passion for advertising creativity and a keen interest in new brands. He also serves as a judge for industry awards such as the 2023 Digital Advertising Awards and the Effie Marketing Professional Awards.