Experts link brand success to impact on mind

Despite technological breakthroughs that are rewriting certain retail rules, masterminding consumer minds remains the top priority for brands as they seek to navigate the increasingly sophisticated and stratified consumer markets, according to a seasoned branding veteran.

To succeed, enterprises need to use "Outside-In" thinking and coordinate all the resources around their designated strategic positioning, said Deng Delong, global president of Trout & Partners, a global consultancy in marketing and brand positioning.

"The answer to success is winning the prospect's mind and making people realize your value in an over-communicated society with jammed messages," Deng said during a recent event in Shanghai commemorating the 50th anniversary of the "Positioning Theory".