On October 25th, the 5th ITALK was held at Detao Shanghai Center. Diana Chou, founder and chairman of Dragon General Aviation Group Limited, was invited to deliver a speech.

Ms. Chou has been selling jets in China's market since 1999. With the expansion of her business, she created the brand "L'VOYAGE - your private journey concierge" over the next few years, including commercial charter and private jet travel.

As Ms. Chou cited in her speech, a brand which was thriving might not last. And a once-dead brand can revive.

The increasing growth of L'VOYAGE is not only because of the rapid development of China's economy and the expanding market, but also something UNIQUE in the minds of the customers, which makes them feel they are in safe hands.

In additition to the introduction of the three pillars of branding - truth, quality, and consistency - Ms. Chou expressed her own view on recent popular technologies such as big data and AI.

Prof. Baeriswyl also gave an opening remark at the 5th ITALK and expressed his sincere gratitude for Ms. Chou's contribution.

At the end, three student representatives gave a speech respecctively about their experience and learning at ISIB.

Established on Oct. 1st, 2012, the Power Station of Art (PSA) is the first state-run museum dedicated to contemporary art in mainland China. It is also home to the Shanghai Biennale.

Ms. Lily, education department director of the Power Station of Art（PSA）, was invited to deliver forth ITALK speech on "PSA brand building and audience development" in the museum, introducing history and cultural connotations of the museum and integration of the industry. Lily explained that PSA focuses on brand specifications and unique brand positioning and persists on its own way throughout industry integration.

In the questioning session, students asked how PSA identify its own positioning, Ms. Zhang replied: "Our positioning is biased towards academic research, thus each pavilion showcases its uniqueness to attract more viewers."

Prof. Florin said: "It is the first time for ITALK presenting outside the school. With the help of ITALK, students are able to learn how to deliver a speech in public, sum up their own sentiments and gains and at the same time build a better understanding of the brand.

On the afternoon of April 26th, 2017, the third ITALK event was held at the Detao Masters Academy, Shanghai. In attendance was Oliver Peters, Senior Technician with Bosch.

Boasting a history of over 130 years, Germany's Bosch Group remains a market leader in technology and maintenance services. Mr. Peters shared his valuable insights of how branding works on Bosch in the speech and willing to offer internship opportunities to ISIB students in Bosch headquarters.

After Oliver's lecture, three student representatives were given the chance to speak for themselves on the progress they have made so far in their studies.

Professor Florin Baeriswyl of ISIB concluded branding is initiated from inside to out. Bosch is a strong brand, he is keen to see ISIB students gain R&D experience at Bosch, which is important for branding.

It was our great honor to have in attendance Mr. Laurent Megret for a ITALK speech, the China Board Director of Volevatch in Paris - the only manufacturer of its kind registered by UNESCO as a Masterpiece of the Oral and Intangible Heritage of Humanity.

Volevatch is a top luxury brand. It is a family owned handmade artisanal designer & manufacturer of fine bathroom fittings and fixtures. Household names: Bill Gates, Hubert de Givenchy, Brad Pitt and many others have commissioned Volevatch pieces. In the speech, Monsieur Megret introduced his sights into Volevatch USPs (unique selling proposition), discussing the facing challenges for the Volevatch and its marketing strategies.

In the second section, students from the 3 years described what they have learnt in the process of their Brand Strategy course and their gains through it. "We study in the real business world, not just in academia", one freshman noted.

Finally, Prof. Florin Baeriswyl explained that: forthcoming ITALK events will tackle different subjects related to branding. More top experts from various fields will help students adapt their academic know-how to daily situations.

ITALK - a new platform to match Brand Strategy Management students with business professionals - was launched at DeTao Academy, November 2nd 2016. The philosophy of Prof. Florin Baeriswyl is that students should learn how to adapt their academic know-how to daily situations.

Anthony Shi - Development Manager of the Artyzen Hospitality Group - introduced the brand development of Artyzen Hospitality Group and revealed how Artyzen group gains popularity in the market and what would be the future trend for boutique hotels.

Forthcoming ITALK events will tackle entirely different subjects related to branding, and some may be held in a different surroundings.