Why do people choose one brand over another when both offer something similar? And what makes a brand valuable enough that customers will seek it out, pay more for it or recommend it to someone else? Join Omar, a tech and global trade entrepreneur, for an interactive discussion built around 20 principles of branding. We’ll explore how to find a distinct place in the market, turn a promise into an experience customers can recognise and keep that promise as the business grows. What should stay consistent over time, and what needs to change to stay relevant?

The same questions apply to personal branding. Whether you’re building a career, freelancing or running a business on your own, what do you want people to come to you for? And what gives them a reason to think of you first? We’ll compare examples, discuss why some brands stand out while others blend in, and apply the principles to a company or a reputation of our own. No marketing background is needed. Come ready to rethink how you describe what you do, what makes it different and how you can show that consistently in the work itself.

当两个品牌提供的东西差不多时，为什么人们会选其中一个？又是什么让一个品牌值钱到顾客会主动去找它、愿意为它多花钱，或者把它推荐给别人？跟着 Omar 来聊一场互动讨论吧。他是科技和全球贸易领域的创业者。这次我们围绕20条品牌原则来聊。我们会探索怎么在市场里找到一个独特的位置、怎么把一个承诺变成顾客能认出来的体验，还有怎么在生意长大的过程中一直守住这个承诺。什么该在时间里保持一致，什么又需要变才能不掉队？

同样的问题也适用于个人品牌。不管你是在搭职业、做自由职业，还是自己一个人做生意，你希望别人因为什么来找你？又是什么给了他们一个先想到你的理由？我们会比较一些例子，聊聊为什么有些品牌很突出，有些却混在一起看不出来，也会把这些原则用到一家公司或者我们自己的名声上。不需要任何营销背景。准备好重新想想你怎么描述自己在做的事、它哪里不一样，以及你怎么在工作本身里持续地把它表现出来。