China – Raffles Shanghai organised an insightful talk on ‘Concepting’ by Wilbert Kragten in February 2015 to enhance students’ learning experience with extra curriculum knowledge and innovative case studies. The talk also provided an invaluable opportunity for networking.

Wilbert is a marketing and branding expert of an award-winning advertising and branding agency, Be As You Are (BSUR), in Amsterdam, Netherlands. BSUR’s core philosophy, Concepting, is about a new way of developing brands.

Instead of using the traditional product proposition, market segmentation and target groups, it starts with discovering a mentality concept for the brand.

Concepting is especially relevant in China today, with the shift from “Made in China” to “Created in China” and the transformation of companies from “Original Equipment Manufacturer (OEM)” to “Original Brand Manufacturer (OBM)”.

Since 2012, more than 50 guest speakers from renowned international companies were invited to share experiences with students and Raffles Creative Practitioners. The knowledge and skills gained through this talk will be useful for Raffles Designers when they start building their own brand or enhance multi-national companies’ brand.

Uncover your potential. Enrol with Raffles today!