Chris Wood Brings Pickles from London to Our Intensive Course

Chris Wood, first board of Central Office of Information (COI) is invited by Prof. Florin Baeriswyl to launch a weeklong intensive course for ISIB students.

Prof. Baeriswyl and Chris choose Chinese brand Liu Biju as the case analysis, and compare it with brand leaders in London, aiming to incite the students to think: how to bring this century-old brand back to life, and to keep its sustainability in the fierce market.

Chris also prepares for them some inspiring questions and activities like, what does a brand leader look like? How to innovate and develop new products? What market are we in? They are asked to demonstrate samples of good products and explain the reasons; find two brand leaders in China market and explain the reasons.

“ Their progress in these few days is just stunning! Each team would stand out of their presentation for a reason: Some because of its brilliant ideas, the other because of its sparkling analysis, some are either good at information collecting, or fashionable and attractive packaging of products.” Chris said.