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 PAGE \* MERGEFORMAT 4 From ‘What is the strategy of’ would like to open to the Integrated marketing communication services as the company’s management as well as the person in charge of strategy, often need to interview candidates. Interviews were the source of all sorts, there are advertising or marketing professional students, there is a senior advertising practitioners, but also new entrants to the novice. The interview process, I usually ask some basic concepts, to understand their professional standards. For example, what is ‘strategy’? What is the ‘brand’? My question is not difficult to answer, I would not be a 100% accurate definition, but rather an understanding of the individual. As long as this understanding is based, is logical, I will be able to judge the candidate’s basic professionalism. At first, I assumed that these applicants as a professional or quasi-professionals should be familiar with these concepts. But the fact let me surprise, when the issue was proposed, the majority of candidates are often cheeky loss of color, difficulty in memory to search, to say the answer is very superficial and even thousands of miles absurdity: ‘ah, the brand is identity, strategy should be is that the steering bar. ‘ My understanding of the brand is that, in the marketing point of view, the brand is a consumer of a specific product, service and organization of a collection of cognitive experience. From the integrated marketing communication perspective, the strategy is how to make the consumer awareness of the ways to achieve our goals or means. Why do I attach such importance to these two concepts? Because of the brand and integrated marketing communications services strategy is the essence of the industry in real terms, on this basis to provide creative and implementation of a client of our market demand, understanding and application of their particular our value. Such an important concept, I have experienced many candidates actually only a piece