点“石”成金——品牌概念构建的教学探讨

To Turn Stone into Gold: Teaching of Brand Concept Construction

品牌设计课笔者已经教授过很多次了,每一次都希望自己在教学上能够有所突破,这也是教学相长的乐趣之一吧。论文题目叫点"石"成金,原因之一是本次课程我们确实选择了"石头"作为本次品牌设计课的主打方向。石头,这个似乎无意义的存在,让更多学生产生了赋予它意义的冲动,从而也引发出下面那些令人激动的品牌概念;原因之二是在课程结束后,我们紧接着策划了一个成果展,大家的智慧赋予这个展览以点"石"成金的名字。在展览期间我们还进行了现场售卖,使学生有机会亲身接触消费者,获得最直接的市场反馈。

The author has experiences on teaching of brand concept construction, and breakthrough of teaching is his aim, because teaching benefits teachers as well as students. We use stone as the subject of the course just like showed in title. Stone, thought seems meaningless and common, students are inspired and develop exciting brand concept. What＇s more, an exhibition grow from the course is held and students name it turn stone into gold. Students also sell products in exhibition to communicate with consumers and get market feedback.