SHANGHAI, 25 MARCH 2015 – Labbrand hosted a LABSquare breakfast seminar themed New Frontiers of Branding: Online Research Community and Audio Branding on March 24th 2015 at UNDEFINE in Shanghai, China. The two speakers, Tom De Ruyck from InSites Consulting and Laurent Cochini from Sixième Son, presented on ‘What’s Next for Online Research Communities’ and ‘Best Audio Branding by Sixième Son’. The attendees included many branding and marketing professionals from brands such as Skoda, Roca, Impulse or Hainan Airlines.

Managing Partner and Head of CCBs at Insites Consulting, Tom De Ruyck explained to the audience in three clear points why online research communities make great consultants for brands. After explaining that consumers have wanted to play a more active role in their relationship with brands these past five years, Tom demonstrated why brands should start an engaging community with consumer.

• Consumers are the best consultants brands could hire: knowledge of the brand, passion and engagement.
• Communication with consumers can help your company build and implement a project faster. The result will be closer to your consumer’s needs.
• Consumer communities bring an insight of unprecedented value to brands for all their business objectives: feedback can reveal flaws or qualities brands didn’t know they had.

Laurent Cochini, Strategic Consulting Director at Sixième Son, presented on how brands could be a pioneer and leader in the audio branding market. He then proceeded to share successful cases with the audience.

• Audio DNA can enhance identification, differentiation and add value to the brand.
• Audio branding is a process that goes from analysis to follow-through
• Audio branding must be managed across all the touch points of a brand: from the audio territory with a ringtone to its heart, the audio logo found in-store or on the website
• Interesting case studies: Coca-Cola, SNCF, Axa, Samsung.

This marks the third LABSquare Event. LABSquare is a new type of event organized by Labbrand. It is an open space for thought leaders to exchange ideas and network. It is social, spontaneous and informative. In LABSquare, leaders push the boundary and draw the future of innovative brand thinking.

About Labbrand

Labbrand is a leading China-originated brand consultancy, working collaboratively with consumers & corporations to build and strengthen brands through culturally relevant actions. To achieve success and brand innovations, Labbrand seamlessly coordinate research, strategic decisions, and creative implementation.

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