The core of brand communication lies in brand information communication，including innovation of operation pattern and communication process，which can maximize the value of brand stakeholders. In the digital era，brand communication innovation model has undergone great changes. Summarizing and analyzing the trend of Chinese brand communication innovation in 2018 through in-depth interview and case analysis，we find that the innovation of brand communication operation pattern in 2018 is manifested in three aspects：the technology-driven，content-driven and service-driven. The innovation of brand communication process mainly includes the following：in content production and creativity，consumers are involved in content production and distribution，creative concept centers on consumer value；in terms of forms of expression，brand communication innovation is reflected in interactive design with multi-sensory experience，scene marketing with the combination of virtual and real，and the enhancement of creativity based on the social Web；as for ways of brand communication，it is reflected by accurate touch to consumers，channel generalization，rigid social index in effect presentation and emergence of effect index in super-communication level.