如何为中国消费者创造出新的产品体验？大大小小的品牌都正在为此而寻求创意团队的帮助。奥美中国和扬特品牌同盟携手品牌大师Mac Cato，在上海启动双语网站“Go Logo! China夺标中国！”（www.goLogochina.com）。经历半年的筹备，通过创意领袖撰文和专家采访，展示来自中国最好的创意作品，力求为中国的顶级品牌管理者和创意领袖提供一个合作契机。

       作为中国首屈一指的产品策略与设计顾问机构YANG DESIGN的设计总监杨明洁受邀参与本次“夺标中国”官网活动。

       十年前，杨明洁在慕尼黑西门子设计总部工作时，开始思考并积累如何为跨国企业建立产品的品牌识别性。随后在回国创办YANG DESIGN（杨明洁设计顾问机构）的数年间，其策略部门一直为不同发展阶段企业的产品品牌DNA寻找最合适的切入点。基于以上积累，杨明洁在网站的创意领袖板块里阐述自己对于产品的品牌DNA的深度解读：

       “对于一个成熟的品牌而言，产品的品牌DNA是其重要的一个组成部分。如果消费者走进苹果的专卖店，突然发现一款长得像IBM的苹果笔记本，一定会很惊讶，也一定不会为这款奇怪的电脑买单。这种品牌识别性不再于广告是否相异，而在于产品设计本身。因而，产品就是消费者所认识的品牌的脸。而不同发展阶段的企业，其产品的品牌DNA的建立与导入是不同的。”

       整个计划最终将由品牌大师Mac Cato和奥美大中华区首席知识长辛默（Kunal Sinha）收录在同名双语版著作中。

Jamy Yang on Brand DNA for Ogilvy" Go Logo China "

How to create brand new user experience for Chinese customers？ Plenty of brands are seeking the help of the creative team for this issue. A bilingual website "Go Logo! China!" (www.goLogochina.com) has been launched in Shanghai with the cooperation of Ogilvy China, The Brand Union and brand master Mac Cato. It has been prepared for half of a year to provide a cooperation opportunity between China`s top brands and creative leaders, with contents edited by creative leaders, expert interviews and showing the best creative work from China.

As the design director of the top product strategy and design consultancy YANG DESIGN, Jamy Yang is invited to participate in the "Go Logo China!" event. As early as ten years ago while working at the Siemens design headquarter in Munich, he has been working on how to build brand identity for multinational enterprises. During the years of establishing YANG DESIGN, Jamy and his design strategy department has been defining the right strategy and brand DNA for enterprises in the different development stages. Based on this experience, Jamy Yang reflects on his interpretation of product brand DNA on the creative leader column on the website.

"Product brand DNA is the most important part to a mature brand. Suppose in the Apple store, if a consumer finds an Apple computer that look like an IBM, he must be surprised and will not pay for this strange product. In this case, brand identity is about product design rather than advertisement. Therefore, to the consumers, the product is the face of a brand. And to enterprises in the different development stages, there are different ways to establish and input brand DNA in product design."

The whole project will be collected into a bilingual publication of Go Logo China by brand master Mac Cato and Kunal Sinha, chief knowledge officer of Ogilvy China.