With the arrival of Globalization 2.0, the WTO's unified market has transformed into a "mosaic-like globalization": rules are constantly changing, and the geopolitical landscape is complex. Many companies haven't even grasped the fundamental difference between "exporting" and "going global," let alone accurately seizing market opportunities.

We see too many companies trapped in these predicaments: Over-reliance on low-price competition leads to continuously shrinking profit margins, yet they can't find a way out; they want to build brands but don't understand how to construct a product value system, failing to create brand assets with global premium capabilities; they invest heavily in marketing but lack scientific attribution methods, not knowing where their money is going or what the results are, making it difficult to maximize ROI; they rely on a single channel, either trapped in the limitations of platform distribution or blindly setting up independent websites but failing to achieve efficient conversions; and in cross-cultural contexts, they don't understand user needs or brand narratives, resulting in products... Even with good performance, it's difficult to reach the core audience; organizational structures can't keep up with branding progress, with brand, product, and marketing departments operating independently, failing to create synergy;

A more pressing issue is the increasingly fierce competition in core global markets. Compliance requirements in Europe and the US are rising, middle-class demands are shifting, Southeast Asian markets are struggling to capitalize on opportunities due to complex channel characteristics, and opportunities in the global South are difficult to identify. Coupled with the rapid iteration of AI technology, many companies are being left behind; despite possessing the new advantages of China's supply chain, they are unable to leap from "cross-border super sellers" to "global brands."

These challenges cannot be overcome through fragmented experience or single techniques, but require a systematic strategic understanding, a scientific methodology, and practical guidance—the "Brand-Driven Growth" course developed by the Kotler Marketing Group (KMG) is precisely designed to address these pain points.

Precise breakthroughs,
balancing strategic vision with practical application.

This course is designed specifically for leading Chinese cross-border e-commerce companies and innovative branding enterprises. It is an essential course for strategic upgrades from "cross-border sales" to "global branding". The core highlights focus on three dimensions: faculty, themes, and processes. Every design is precisely matched to the pain points of enterprises, rejecting pure theory and empty clichés, and truly achieving "learn and apply immediately".

Highlight 1: Dual Mentorship, Double Guarantee of "Strategy + Practice"

The course adopts a dual mentorship configuration of "Chief Lecturer + Practice Mentor", which ensures both a high level of strategic understanding and the feasibility of implementation.

Chief instructor Tiger Cao is a Global Partner and CEO of Kotler Marketing Group (KMG) in China and Singapore. He is also the Asia-Pacific successor of Philip Kotler, the "father of modern marketing," and a collaborator on the abridged Chinese edition of the 16th edition of “Marketing Management". Having served over 120 Fortune 500 companies and innovative global brands, he has extensive experience in brand strategy and can dissect the underlying logic of Globalization 2.0 from a macro perspective, conveying the most authoritative and cutting-edge brand growth concepts.

Practical training instructor Jason Wang is a Senior Consultant and Head of Global Strategy Projects at KMG. He has deep expertise in the globalization brand strategy and implementation of Chinese companies, and has provided hands-on experience in providing comprehensive globalization solutions for dozens of leading cross-border e-commerce and innovative brands. He leads the entire practical workshop, providing hands-on guidance to ensure participants can directly apply the methodologies learned in class to their actual business operations.

With the two mentors working together, Tiger is responsible for building a systematic knowledge framework and conveying top-level strategies, while Jason is responsible for practical training and guiding the implementation of the plan. In addition, Tiger provides strategic commentary on the workshop results, forming a dual closed loop of "strategic cognition + practical execution" to prevent trainees from "forgetting what they have learned or not being able to apply what they have heard".

Highlight 2: Comprehensive Thematic Design, Covering the Entire Brand Growth Chain

The course themes are tailored to the actual needs of enterprises, covering the entire chain of brand-driven growth from macro-strategy to micro-methods, from user insights to organizational implementation, forming a complete knowledge loop and precisely addressing pain points at each stage of the enterprise.

The course comprises seven core modules, progressively building upon each other with a clear logic:

• Module 1: Deconstructing the Globalization 2.0 Paradigm, helping companies clarify the differences between exporting and going global, and identifying opportunities and risks in core global markets;
• Module 2: Focusing on user insights in cross-cultural contexts, teaching companies to penetrate the consumer motivations behind data and target core demographics;
• Module 3: Explaining the path to high-value products, helping companies escape the low-price competition and build a triple value system encompassing functionality, emotion, and social interaction;
• Module 4: Deconstructing the evolution of cross-border channels from 1.0 to 6.0, guiding companies to achieve omnichannel integration;
• Module 5: Focusing on brand narrative, teaching companies to build a core value system and design an integrated marketing communication chain;
• Module 6: Imparting scientific growth methods, explaining the omnichannel marketing attribution model and the MHI marketing health index system to achieve precise optimization of marketing investment;
• Module 7: Focusing on AI-driven growth and organizational development, helping companies build an exponential growth engine and establish a seamless collaborative mechanism across the entire chain.

Whether it's strategic upgrading that corporate executives focus on, user insights and marketing communications that marketers focus on, or product value building that product managers focus on, you can find corresponding solutions in the course, truly achieving a "one-stop" mastery of all methods for brand growth.

Highlight 3: Scientifically Designed Modules for a Closed-Loop "Lecture + Practice"

Experience The course lasts 2.5 days, employing a "2-day systematic strategic lecture + 0.5-day practical implementation workshop" model to avoid the drawbacks of "pure theoretical indoctrination."

During the 2-day systematic lecture, instructor Tiger will break down the underlying logic and methodology of brand growth from macro to micro perspectives. Each module is accompanied by real-world benchmark cases, combined with the new advantages of China's supply chain, allowing participants to quickly understand and absorb the concepts.

For example, in the product high-value module, the value leap logic of the eye-protection lamp category from $18 to $880 will be analyzed, allowing participants to intuitively see the feasibility of "breaking out of the low-price competition." In the global market module, the characteristics of the target audience, category opportunities, and channel characteristics in the European, American, Southeast Asian, and global southern markets will be analyzed in detail, helping participants accurately grasp market opportunities.

The half-day immersive practical workshop, led by instructor Jason and with commentary from instructor Tiger, is divided into two sessions, with group practice throughout, resulting in the immediate output of actionable solutions.

The first half of the workshop focuses on "Creating and Expressing the Value of High-Value Products." Participants will design a three-tiered value system and extract core selling points for their products based on their own company's product category, translating technical parameters into user value.

The second half focuses on "Building a Brand Value Proposition and Integrated Marketing Communications (IMC) Solution." Participants will complete the creation of their brand's core value proposition and brand story, as well as design a full-link communication solution based on the Kotler 5A model.

Following the workshop, there will be a course summary, personalized Q&A sessions, and a "90-Day Action Plan for Brand Globalization," ensuring participants leave with methodologies and solutions, truly achieving "learning by doing."

Highlight 4: Authoritative System Support, Long-Term Empowerment

This course leverages the authoritative resources of the Kotler Consulting Group. The content draws on Kotler's practical experience serving 376 Fortune 500 companies, representing the exclusive methodology of Philip Kotler, the "father of modern marketing." It is tailored to the globalization practices of Chinese cross-border e-commerce companies and innovative brands, avoiding any "culture shock."

Furthermore, this course is not a one-off transaction, but rather provides long-term empowerment. Upon completion, participants will receive an exclusive course toolkit, a white paper on overseas expansion, and access to a dedicated community for continuous Q&A and case updates. They will also receive a discounted package of "30 days of design + 90 days of pilot + 180 days of implementation coaching," ensuring that companies can continuously implement the course content and truly achieve long-term growth.

Every participant can gain tangible value.

If you are the founder, CEO, brand president, marketing manager, product manager, or core decision-maker for global business at a leading cross-border e-commerce company, or a key leader in an innovative company actively building a global brand, then this course is ideal for you.

I. Strategic Upgrading: Identifying Growth Directions

Through this course, you will gain a thorough understanding of the geopolitical landscape and market rules of the Globalization 2.0 era, clearly clarify the essential differences between "exporting" and "going global," and understand profit formulas, exchange rate impacts, risk boundaries, and long-term strategic choices. Simultaneously, you will be able to accurately grasp the incremental opportunities, category advantages, and demographic characteristics of the three core markets of Europe, America, Southeast Asia, and the Global South. You will master the Globalization 2.0 judgment framework and market opportunity radar, avoiding blind expansion and identifying the core direction for brand growth.

II. Capability Restructuring: Escaping Growth Dilemmas

You will master a complete methodology for high-value products, multi-dimensional channels, and brand narrative, learning to escape the trap of low-price competition and build sustainable brand assets with global premium capabilities. Simultaneously, you will master Kotler's five-step user insight method to penetrate user needs behind data and identify core target audiences; learn omnichannel integration strategies to upgrade from single-channel advantages to omnichannel operational capabilities; and master the AI-driven DAG growth model to build a recursive exponential growth engine, achieving cost reduction, efficiency improvement, and scalable growth.

III. Scientific Growth, Enhancing Marketing Efficiency

The course will teach Kotler's exclusive omnichannel marketing attribution model and the MHI Marketing Health Index system to help you solve the traffic dilemma in cross-border e-commerce. You will learn to avoid the distortion trap of last-reaction attribution, scientifically measure the spillover effects of off-site seeding and on-site conversion, and achieve a shift in attribution logic from single-event ROI to full lifecycle LTV; master the application of the MHI index, and build an operational dashboard around marketing efficiency, user expansion, brand momentum, and private domain activation to achieve accurate calculation, optimization, and maximization of marketing investment and ROI.

IV. Practical Implementation, Outputting Useful Solutions

Unlike traditional courses that only lecture without practice, this course uses immersive workshops to enable you to develop two directly executable solutions on-site: a product triple value system design and core selling points for your company's own product category, and a brand IMC integrated communication full-link solution based on the Kotler 5A model. On-site feedback and guidance from two instructors further refine the details of the solutions, ensuring they are tailored to your company's actual situation. Participants can implement them immediately upon returning home and quickly see results.

V. Organizational Implementation, Breaking Down Collaboration Barriers

You will gain a clear understanding of the path to building a brand-driven organization, grasp the core principle that "brand is the CEO's number one project," master the structural design and talent system construction methods for global brand organizations, and establish a full-link collaborative mechanism for brand, product, and marketing. This will achieve a complete closed loop from top-level strategy to front-line execution, solving problems of poor internal collaboration and execution disconnect within the company.

VI. Networking, Integrating High-Quality Resources

This course is exclusively for core decision-makers of companies undergoing brand transformation, creating a high-end brand globalization network exchange platform. Here you can meet industry elites, exchange experiences in going global, share resources, and connect with high-quality global industries, channels, and think tank resources, accumulating connections and resources for your company's subsequent global expansion and achieving "growth through collaboration".