Brief Explanation

The brand concept, “at your side,” brother thoughtfully conducts researches on its end users to develop products. Brother had been just a printer brand without any specific image in China. Brother’s CEO swapped jobs and lives with the consumers. They reviewed the candidates’Weibo accounts and chose people with the interesting job. The chosen ones had a week with the valuable experience, such as attending the meetings and simply enjoying the life as CEO. Meanwhile, brother got the hints for the future innovation on their products by living through a common users’ life and understanding what they truly want.