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PolyU Design MasterClass - Strategic Branding

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Carlo Imo’

Mr. Carlo Imo

  • Visiting Lecturer - Institute of Advanced Executive Education
  • President, Kering Asia Pacific 2014-2018

Dr. Jörn Bühring

  • Assistant Professor, School of Design, PolyU
  • Programme Director, PolyU Design - Masterclass Professional Development Series
Julie photo - Website

Ms. Julie Wang Chou

  • A member of the Board of Directors, Capital Group Companies, Inc.
  • Equity investment analyst, portfolio manager and research director at Capital Group.
  • Generalist in Greater China and for European luxury goods.

Mode of Delivery

Interactive face-to-face classes



Class Date

The PolyU Design Masterclass Course comprises of two days:

Day 1 - Friday, 8th October 2021
Day 2 - Friday, 15th October 2021

Course Fees

HK$9,800 each participant

HK$8,820 each participant (Corporate Offer 2-4 staff)

HK$7,840 each participant (Corporate Offer 5+ staff)



Certificate of Completion will be issued by the School of Design and the Institute of Advanced Executive Education, PolyU for participants who have successfully met the course requirements:

  • Attendance - minimum 90%
  • Coursework - receive “Pass” grade on group coursework

2-day Schedule

The PolyU Design Masterclass Course - Strategic Branding will be delivered in two days.

  • The stage & beyond the stage : overview and orientation
  • Impermanence of Brands
  • “The Great Acceleration” : Covid-19 and the accelerated pace of change, and not only
  • Historic Awareness & Dragonfly Perspective : backward and forward thinking combined
  • Diffusion of Innovation Curve : Innovators, Early Adopters, Early Majority, Late Majority and Laggards
  • Cultural Triangulation and Distributive Networks : how to look out and the critical relevance of distributive networks for brands
  • Introduction to visualizing skills and actions to create preferred outcomes - increasing the probability of achieving desired results
  • Telling the preferable (desirable) scenario story
  • Example Outcomes – Concepts [tangible visions]
  • “It is time to go electric”
  • “Learnings from the long view”
  • Achievements for the “Homo Deus”
  • Climate Economy
  • Data Sustainability
  • Fluidity
  • Regeneration
  • Elevating
  • Magnetazing
  • Motivating
  • Inspiring brands and categories
  • Mind the inspiration gap
  • 6 Key Takeaways for Brands
  • Micro-trends (across Industries) for the next decade
  • Changing Matter, a work by PCH Innovation: Align, Unify, Depart and Rebuild
  • Scenarios & Narratives
  • Narrative storytelling
  • Sensual storytelling
  • Meme(tics qualities)


This PolyU Design Masterclass will take place on the main PolyU campus.
The Hong Kong Polytechnic University
Hung Hom, Hong Kong


Masterclass Themes

The PolyU Design Masterclass Professional Development Series is comprised of different independent theme-based courses. See below courses.

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