• Date: Saturday, August 22, 2026
• Time: 9:00AM - 12:00PM
• Location: Mangrove Coffee & Tea (29A Cao Thắng, Bàn Cờ, TP Hồ Chí Minh)
• Registration: HERE
• Ticket price:
  Students: 100,000 VND
  ViCo member: 200,000 VND
  Non-member: 350,000 VND

Description:

A brand is not a logo or a tagline, but the sum of every impression a company leaves behind, built up over years through consistent choices about how it looks, speaks, and behaves. This lecture, Branding Shifting Minds, walks through the history of branding and looks at specific cases of identity design that succeeded and failed, and what separated one from the other.

Key topics include:

• How branding developed as a practice, from early trademarks to the design systems companies use today.
• Cases where a brand identity succeeded, and what made it distinctive rather than forgettable.
• Cases where a brand identity failed, and what that reveals about the assumptions behind it.
• Why certain brands from decades ago are still recognizable today, and what that persistence suggests about building something that lasts.
• How past shifts in branding, from mass advertising to digital identity, connect to the choices companies make now.

Outcome:

Participants will leave with a clearer picture of how branding works, illustrated through real examples of what has succeeded and what has not.