Branding now stands at the crux of China's development as it seeks to grow beyond its OEM base. With brand knowledge uneven and brand education next to non-existent however, ISIB was created to introduce advanced concepts of brand strategy and management into China. By focusing on a hands-on, project-based pedagogy, ISIB aims to nurture future talents in brand strategy and management. From an initial bachelor degree program in Brand Strategy and Management (in collaboration with the Shanghai Institute of Visual Arts), we plan to expand in the future with different workshops, classes, corporate training, and other educational offerings. Beyond education however, we also aim to be an open platform of brand innovation between Switzerland and China, by opening up channels of dialogue between the two countries.