徐梓健 Alex，品牌叙事顾问。康奈尔城市设计硕士毕业后，我在纽约创立 Brandflows，并在一周内走访了 73 家实体店铺。那些反复 pitch、失败和重试，让我学会先回答三个问题：说什么、对谁说、为什么别人要信你。
I'm Alex Xu, a brand narrative consultant. After earning my master's in urban design at Cornell, I started Brandflows in New York and visited 73 independent stores in one week. Pitching, failing, and trying again taught me to ask three questions first: what should a brand say, who needs to hear it, and why should they believe it?
徐梓健 Alex，品牌叙事顾问。
在康奈尔完成城市设计硕士学习后，这门学科让我开始以更多元、更微观的视角观察城市，以及生活在其中的每一个人。毕业后，我在纽约启动了第一个独立创业项目 Brandflows，希望通过这个平台将城市商业空间与品牌连接起来：在为线下空间带来新品、刺激市场的同时，也帮助初创品牌更容易找到线下产品曝光的机会。
在这段时间里，我借助 AI 搭建了线上平台，并在一周内走访了 73 家实体店铺，包括买手店、服装店、首饰店和茶室等不同的城市商业空间。
一次次 pitch my idea，一次次失败再尝试，让我真正理解了：品牌的核心问题不是“怎么看起来更好”，而是“说什么、对谁说、为什么别人要信你”。
后来，我把这套方法论用在了要卖进北美的品牌上：品牌定位、网站结构，还有销售主管能直接带进店里的那份 dealer deck。基于长期训练出的审美表达，以及对美国市场的品牌经验，我希望帮助北美或出海品牌，更精准地把产品卖给真正适合的客群。
工作之外：烹饪、城市观察、摄影、独自旅行，以及电影与文学写作。我相信美食与酒是连接人与人的媒介，欢迎来我的小岛。
I'm Alex Xu, a brand narrative consultant.
Earning my master's in urban design at Cornell taught me to look at cities — and the people who inhabit them — from multiple angles and at street level. After graduating, I started my first independent venture in New York: Brandflows, a platform designed to connect emerging brands with the city's retail spaces. The idea was simple: help shops bring fresh products into their spaces while giving young brands a more accessible path to being seen in the physical world.
I built the first version of the platform with AI tools, then tested it the unglamorous way: in one week, I walked into 73 independent businesses, from fashion boutiques and jewelry stores to concept shops and tea rooms.
Pitching the idea over and over — getting turned down, adjusting, and trying again — taught me that a brand's hardest problem is rarely how to look better. It is what to say, who needs to hear it, and why they should believe it.
I now apply that lesson to brands selling into North America: positioning, site architecture, and dealer decks that sales teams can actually take into a store. Combining a trained visual eye with firsthand experience of the US market, I help North American brands and international companies entering the US make their products clear, credible, and relevant to the people most likely to buy them.
Outside work: cooking, observing cities, photography, solo travel, and writing about film and literature. I believe food and wine are among the best ways people connect. Welcome to my little island.
