The resounding name of "Big Country Brand" not only represents a set of brand documentary programs broadcast daily on CCTV, but also an IP symbol that appears at any time in various media channels, and is a platform for many enterprises and entrepreneurs to realize their brand dreams.
20 years ago, people of insight put forward a soul torture: when will consumers around the world choose Chinese brands when choosing products?
I believe that at that time, it is the time for China's real power to rise!
Wu Gang, the producer of "Big Country Brand", began to devote himself to the brand business from that time, and it has been nearly 20 years. In 2017, Wu Gang put forward the mission of "Big Country Brand" - "Chinese brand, shared by the world", which has become the theme of the country's annual "510 China Brand Day".
At the annual summit of "Big Country Brand", Wu Gang delivered a keynote speech
Wu Gang graduated from the Communication University of China majoring in television journalism, and then entered the second set of CCTV as a financial reporter, and interviewed many well-known entrepreneurs and experts in several years of interviews and reports.
While doing and thinking, Wu Gang also began to use entrepreneurial thinking to look at things and the world, began to focus on brand business, footprints are all over the country, China's nearly 20 years of rise of well-known brand enterprises or entrepreneurs, he almost have research and intersection, such as Haier Zhang Ruimin, tcl Li Dongsheng, Lenovo Liu Chuanzhi, Chu Orange Chu Shijian, Gree Dong Mingzhu, Tencent Ma Huateng, Xiaomi Lei Jun, etc.
If you ask why you can stick to the brand field for so long, it must be the interest and love.
Wu Gang and TCL founder and chairman Li Dongsheng
Wu Gang said: "After so many years of dealing with brands, you will find that Chinese entrepreneurs are one of the most creative groups, many of them have started their own businesses from scratch, built their own brands, and some have even dedicated their lives to their own brands, which are very attractive to me." To this end, I hope to focus on the essence of the success of Chinese and even global brands, sort out the development context, find the most effective way of expression, and empower the future development of Chinese brands. ”
Under such ambition, Wu Gang personally practiced brand building and created the "Big Country Brand" to promote the growth and development of Chinese brands!
Wu Gang and Xiaomi founder Lei Jun
Wu Gang believes that in order to develop the brand business more systematically, it is necessary to create an effective and influential platform and carrier, use the thinking of "brand IP", excavate and express the corporate brand in an all-round way at the point, line and surface, maximize the brand volume, and truly achieve sales empowerment, and boost the Online and Offline Chinese brands to take root and blossom.
The "Big Country Brand" program, in the form of a three-minute "brand documentary", through in-depth analysis of brand genes, carefully polished the original story, so that the value and spiritual connotation of each excellent Chinese brand can be visualized, so that every consumer can truly feel the brand image of a big country with feelings, youthfulness and temperature.
Wu Gang hopes that in the impetuous and changeable media era, enterprises will provide a choice to return to the basics, that is, through the strong output of brand content and values, help brands build long-term and stable communication paths and bridges with consumers.
"Big Country Brand" tcl brand feature film shooting tidbits
Wu Gang said that the significance of "Big Country Brand" is mainly reflected in three aspects:
First, it's a brand booster.
"Big Country Brand" is not only a strong IP, but also a new exploration and practice of brand marketing, successively launched tcl, Libai, Anta, Shangpin Home Delivery, Naiss, Sankeshu, Beiyinmei, Red Star Macalline and other successful cases, in recent years, the various values of these brands have continued to rise, and the brand empowerment effect is remarkable.
Second, it is a think tank.
By excavating the brand stories of various industries and their successes and failures, "Big Country Brand" has established a complete brand video resource library, and has simultaneously written and published a number of books, such as "Brand Influence China", "Towards Big Country Brand", "Brand Truth" and other monographs. At the same time, "Big Country Brand" has established its own brand expert team, integrating a strong alliance of expert teams such as enterprises, universities, and research institutions.
This all-round think tank resource system built by "Big Country Brand" has laid a solid foundation for the future development of Chinese brands.
Third, it is an ecosystem.
"Big Country Brand" has truly established a platform, with the brand as the core, linking the government, industry, academia, media, capital and other forces, building a complete ecosystem for brand development, which can achieve both closed-loop cycle effect and open ecosystem.
"Big Country Brand" 70 years 70 brand festival
Building a world-class big brand is not only the goal of the enterprise, but also the heavy responsibility entrusted by the times.
In 2020, Wu Gang put forward a new declaration: to become a bigger brand, and to join hands with "Big Country Brand".
Wu Gang believes that the connotation and standard of large brands are mainly reflected in four dimensions:
There is pattern and social responsibility
Have unique products and services
Continuous innovation and healthy development
Global vision and layout
In order to achieve this goal, in addition to continuing to deepen the mainstream media such as CCTV, "Big Country Brand" is also actively studying the new trends of brand communication, new changes at the media level, new methods of brand sinking, etc., constantly integrating new technologies and new ways of playing, promoting the effective landing and transformation of brand value at the sales level, and promoting the stable and upward development of brand enterprises.
Wu Gang believes that at present, new brand marketing methods emerge in an endless stream, short videos, mcn, martech and other means are becoming more and more abundant, brands should not only maintain an open mind to meet changes, but also objectively recognize the attributes of their own brands, can not blindly chase hot spots, rub traffic, according to the actual situation, maintain concentration, long-term layout, after all, the brand is a permanent cause.
In the past ten years, Wu Gang and his team have continuously entered enterprises, universities and professional institutions, interacted with industry elites and teachers and students of schools, mastered the latest developments, and continuously enriched the brand connotation and content. Through nearly 20 years of hard work and efforts, he has also won high recognition from all parties, become one of the leaders of domestic brand building, and work with many colleagues to build a big country brand and continue to move forward!
Wu Gang said that the times have changed, and the brand value has always been the same.
In the future, everything is a brand.
The brand is our name!
Interview and article writing: "International Brand Observation" reporter Chen Tianfei
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