Behind the 23-year-old behavior pattern is the fear of brand operation.

Shang Jiangang has many distinctive "labels". Seven years ago, he changed from a barrister earning tens of millions to the first senior judge selected from lawyers in China. In seven years, he was an excellent judge, handling more than 0/000 cases/kloc-and winning personal first-class merit in the court system. In March this year, he was transformed into an associate professor of Shanghai University of Political Science and Law, and became a scholar who preached and taught. His every transformation has reached the extreme state of legal profession, and this decisive and calm temperament makes people curious and admire. Now, Shang Jiangang, who is once again "popular", often pushes the content of "legal professional ability training" in his Weibo. In his words, the legal professional ability training program is a bridge connecting the school and the workplace, and it is necessary to solve the problem of students looking for jobs. What laws has he mastered and can switch freely between "Tao" and "Shu"? On July 13, Shang Jiangang, an associate professor of Shanghai University of Political Science and Law and an expert in the legal brand operation think tank of the Law Society, visited the "New V-product Meeting Room of Law", and together with Wang Fengmei, founder and CEO of the Law Society, * * * opened the first live lecture in the series of "V-product plan-50 lectures on legal brand operation" of the Law Society. In the dialogue, Shang Jiangang shared his 23-year experience in creating personal design of law around "career planning and brand building of legal persons", and shared his thoughts on brand standards and legal education planning from the perspectives of lawyers, judges and professors, and cut the ribbon for the live broadcast of the series "V-product plan-50 lectures on legal brand operation" of the Law Society. At the same time, he proposed to integrate the legal brand operation into the "legal professional ability training" of Shanghai University of Political Science and Law, and * * * discussed how to train more practical talents in legal operation for the industry. ▲ Wang Fengmei, founder and CEO of Law Society, talks with Shang Jiangang, an associate professor of Shanghai University of Political Science and Law and an expert in legal brand operation think tank of Law Society. 0 1 career choice and the definition of "success". Wang Fengmei, the founder and CEO of Law Society, interviewed Shang Jiangang in depth on 20 15, as a rule of law media reporter of newspaper group. At that time, shortly after Shang Jiangang changed from a lawyer to a judge, he said to Wang Fengmei, "Being a judge is my phased goal of becoming a professional legal person. My ultimate ideal is to teach in a university and become a missionary. " After the interview, their lives have changed dramatically. One is transferred into the system and immersed in handling cases; One is outside the system, the Entrepreneur Law Association. In these seven years, youth is fleeting, and both of them have accumulated richer life experiences. When talking about the choice and planning of life again, they have a new interpretation of the era of gratitude and going with the tide. Wang Fengmei: When you first became a judge, you said that you would teach in the future, and now you are teaching. What do you think of the success of life planning? Shang Jiangang: In the grand narrative of history, individual choices will definitely participate in it, but the development trend of the whole society cannot be ignored. Thanks to the national judicial reform measures of selecting "elite judges and prosecutors" from excellent lawyers and legal scholars in Shanghai on 20 15, which gave me the opportunity to realize a "dream of judges" in universities. Seven years later, because the Ministry of Education and the Central Political and Legal Committee promoted the "two-way communication mechanism between law schools and legal practice departments", I can now transform to be a judge in Shanghai University of Political Science and Law and engage in legal education. My career choice is just one of the life choices of thousands of legal persons in Qian Qian, Qian Qian, which is closely related to the development of the times. Without the general trend of the country, it is impossible for individuals to realize their career ideals. This opportunity is not just mine, but everyone's. Why did I choose to seize such an opportunity? Maybe it's because the "success" I pursue is not the "success" in other sense. With the diversification of society, people have more different definitions of "success". The so-called "studying in thousands of books and taking the road of Wan Li", now people appreciate me and recognize me, probably because I have rich life experience, but I don't think my career path is the standard of success. If "success" is defined as the only criterion, it will inevitably bring "involution" because opportunities are limited after all. Wang Fengmei: What do you think of the "difference" and "* * * connection" of the three professions after the three identities of lawyer, judge and professor? Shang Jiangang: I've been reading academic logic recently. The same is the enforcement of the law. Lawyers, judges and professors see different laws. Lawyers abide by the "laws of behavior", that is, which laws are working laws and which laws are "effective laws"; Judges follow the "positive law", that is, there are provisions in the law, but there are different understandings of them in judicial interpretation; The professor pays attention to "what the law should be", that is, he pays attention to what the law should be. If any law is unreasonable, he will give advice. A good lawyer should be an experienced lawyer who can provide good service to clients. This requires a large number of cases, long-term experience accumulation, and continuous summary and improvement in the process. From the perspective of a law firm, I think we should pay attention to the standards of lawyers, that is, the first group pays attention to professionalism, the second group pays attention to income generation, and the higher group pays attention to personality. At the senior partner stage, it depends on whether the lawyer has leadership and can take the firm to a higher level. A good judge is concerned about whether he can fully understand the citation of law, and more importantly, he knows what the legal relationship is and what laws are applicable. As for a good professor, in fact, the professor is too bitter. He has no holidays, not even weekends (laughs). The professor is responsible for generating knowledge. Humans have so much established knowledge, but it is useless for professors to be familiar with it. This is a lawyer's business. Professors need to find out the knowledge that is not in the knowledge base and then produce it. The human knowledge base is like a shopping mall, which contains many brands and SKUs. What the professor has to do is to create a new product and a new SKU. Professors are producers of knowledge, lawyers are providers of services, and judges are selectors of law. Every time you enter a new industry, there will be various maladjustments, because any industry has different KPIs. Some of these KPIs are good indicators that you should strive to achieve, and some will make you "roll". Therefore, we need to use a higher ideological model to guide our thinking, grasp the "principal contradiction" and "principal aspect of contradiction", and find out the key index system to realize it, otherwise we will always be exhausted and difficult to adapt to the changes in professional requirements. The concept of "isomorphism of legal profession" and "isomorphism of legal profession" has been discussed for many years. Everyone has always had different views on how to construct the "legal profession", especially when encountering some events, there will be some misunderstandings and collisions. How to understand the profound meaning of "legal professional identity" What is its mission and task? Wang Fengmei: After trying three different legal professions, what's your new understanding of the word "legal profession * * *"? Shang Jiangang: The word "isomorphism" was first put forward by Tonnis, the founder of modern sociology. He said that * * * is "a lasting and real form of human life together." For example, an ancient village is a * * * identical body. American anthropologist redfield defined "* * * isomorphism" as a homogeneous group. They do the same job, abide by the same rules, and even have the same sense of belonging and identity. So, is "* * * isomorphism" naturally formed or constructed? There is a word in sociology called "imagine * * * isomorphism", that is, if you want to establish "* * * isomorphism", you must first try to give it value, and then "* * * isomorphism" will be formed. I have been thinking about our sense of mission and mission. If we want to build a "legal profession" with lawyers, judges, prosecutors and notaries as a whole, we must first build a "legal profession" in action and extract the values, moral standards, language symbols and rituals of "* * * *" for everyone to accept. At present, there are still differences among lawyers, judges and prosecutors in values, ritual representation system and moral standards. For example, how to respect lawyers' right to defense and how to treat the proper communication between judges and lawyers need to be improved. Industry, media and researchers all need to think about our sense of belonging, identity and rules. The proposal of these rules is the premise and foundation of establishing "the same subject of legal profession" Behind a good lawyer are values. During the period of 16, Shang Jiangang represented many influential cases and was a heavyweight lawyer in the field of intellectual property. He was once rated as an excellent lawyer in Shanghai with an annual income of more than10 million. He has his own "five-step secret method" about whether "personal brand" comes naturally in the course of business work or needs "careful management" and how to be a good lawyer. Wang Fengmei: How did you become a famous lawyer in the field of intellectual property in China? Shang Jiangang: First, to find your own professional direction, you should label yourself very early. Don't do anything popular and popular. This "label" is to be stuck for a lifetime, think clearly. Many industries have peaks and valleys. Don't follow the trend, stick to your brand image. Second, we should learn to choose and judge whether a case can bring replicable experience and brand premium besides generating income. If you can only get financial benefits in a business, then choose not to do it. I have been focusing on Internet legal services, and these new businesses have brought me great industry influence. Third, when there are more and more customers, we should also know how to refuse. Through case cooperation and case referral, we can reduce the agency time of non-main business cases and pay more attention to the main business. Fourth, we should pay attention to the communication between peers. Actively participate in the activities and exchanges of trade associations, participate in the discussion of hot cases, and pay attention to the research of new types of cases. Strengthen communication with peers and gain recognition from peers. Fifth, "speaking" is also very important, and behind "speaking" are values. Lawyers should not lack the spirit of service, but should correctly understand the relationship between lawyers and clients. Lawyers are supposed to create value for clients, and calculating money for clients every day is not money. Behind "speaking" is the outlook on life and values. If you do things well, your ability will naturally improve. Wang Fengmei: Apart from the continuous improvement of business, what experience and methodology can I impart to you in the creation of lawyers' personal IP? Shang Jiangang: I agree with "brand management consciousness", but "management" does not mean "obtaining business". Take the American TV series BetterCallSaul as an example, the brand needs to be planned. Brand is a "conscious" behavior, and we should know what we can and can't do; We should consciously define our own lawyer profession, and then "do something and do nothing" in practice. Similarly, being a professor should also establish an academic brand image and focus on a professional field. I think the core issue is: behind the brand awareness is the sense of awe. We should respect the rules. We can't say that no one knows what we did today. I'll make money first, and then make a brand next time. This will definitely not work. Action is now, and brand building should start today. A good brand is the guarantee of quality, and the brand will bring a premium to lawyers. During my lawyer's practice, our team requires that the consulting text should be polished with Excellence, and the brand awareness should be implemented in every detail, reflecting our professionalism and respect for the work. For example, when we write a paragraph, we should consider making others feel good after reading it. This is brand awareness. Some people say that I am actually carrying a "task" now-using my traffic to promote outstanding students and recommend good jobs and internship opportunities to students. On the scale of network communication speech, I also summed up some experiences: when speaking, we should first start from our own professional field; When expressing opinions on a problem, we should grasp the root of the problem; When expressing, we should explain the process of forming the conclusion, and we should not grandstanding and attract unnecessary controversy. At present, building the brand of law firm is also a topic that many law firm directors and partners think about. Shang Jiangang once worked as an intern in a large research institute in China, and he also has his own opinions on organizational brand. Wang Fengmei: What do you think is the key point of brand building of law firms? How to keep the accumulation and appreciation of organizational brand value for a long time? Shang Jiangang: What we call "large office", "red circle office" and "boutique office" have at least one person's office, but some offices can only be called "small street offices". Everyone has a business license. Why do you have different brand values? I think it is very important for every law firm to have its own brand consultant. This brand consultant is committed to thinking about how to build its own brand according to local conditions and how to convey its brand image to customers and consumers in the market. In the era of big data, brand strategy comes first. Brand strategy determines talent strategy: what kind of firm I want to be and what kind of talents I want to attract; Brand strategy determines marketing strategy: what kind of firm I want to be, when and in what media to put professional papers; What kind of law firm I want to be, I have to focus on what kind of cases I undertake and what kind of publicity I do-these are all determined by the brand of the law firm. The competition in the future is by no means individual competition, and the brand awareness of major law firms is gradually increasing. I used to be an intern in Dacheng. Dacheng put forward the "five modernizations" on 20 10-promoting branding, specialization, networking and internationalization on a large scale, which was very advanced in that year. But by 2022, if the scale is put in the first place, it will be out. Now Randy's office is discussing the concepts of "absolute specialization", "strong internationalization" and "relative scale". Law firm management needs a group of professional law firm management talents such as Rainbow Sino-German, Liu Yixing, Xu Zongxin, etc., and it also needs professional brand consultants such as Mr. Wang Fengmei from Law Society. With the social division of labor becoming more and more detailed, professionals should pay more attention to their own fields. It will become a trend for law firms to hand over activities such as brand promotion to professional organizations. It is necessary to carry out excellent brand research activities in the "V Product Plan" of Law Society. On the basis of summarizing the good experience of law firms, the industry needs professional institutions interested in industry research to summarize, refine and define the standards of lawyers and the brand of law firms, so that more people can know how to do it. The consultation report formed by the investigation is very valuable, but it also needs a lot of energy to do. "I am their serious teacher" law is a practical subject, but there is a traditional problem of "emphasizing theory but neglecting practice" in practical teaching. Breaking the institutional barrier between universities and society and introducing high-quality practical teaching resources from practical departments into universities is the direction of law talents education and training. At present, Shang Jiangang has carried out the legal professional ability training project in Shanghai University of Political Science and Law. With the help of several counselors, * * * has 160 students. During the training, Shang Jiangang will lead students to simulate the working scene of a law firm, and simulate lawyers' business, writing and interpersonal communication. Wang Fengmei: In what ways can your unique experience teach students more? Shang Jiangang: I hope to be a bridge. I am proud that through the legal professional ability training program, students are more and more confident, more and more mature and interpersonal.