Brand as a System: The Local meets the Global Fang Wan, Ph.D. Professor of Marketing Ross Johnson Research Fellow Asper School of Business University of Manitoba, Canada The 5 th International Research Symposium on Branding in Emergent Markets, Dec 10, Nanjing
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Brand as a System: The Local meets the Global
Fang Wan, Ph.D.Professor of MarketingRoss Johnson Research FellowAsper School of BusinessUniversity of Manitoba, Canada
The 5th International Research Symposium on Branding in Emergent Markets, Dec 10, Nanjing
Fang Wan, Ph.D. 万方博士 , ,博士导师品牌中国规划院理事(国家级智库),品牌思为俱乐部联合创始人Director of International Executive Program,国际高管培训项目总监Professor of Marketing 市场营销教授Ross Johnson Research Fellow 罗斯约翰逊研究员Asper School of Business艾斯伯商学院University of Manitoba, Canada 加拿大曼尼托巴大学希伯来大学,泰国UTCC,中欧商学院,新加坡国立,南洋理工,清华,香港中文,香港理工,河北理工,陕西理工,西南财大,讲座 , 客座海外教授;Hebrew University,. UTCC Thailand, CEIBS, National University of Singapore, Nanyang Technological University, Hong Kong Polytech University, Qinghua, Chinese U of Hong Kong, Hebei Technological University, Shannxi Technological University, SWUFE,
万方
Managerial Hat
Brand China Planning and Strategy Institute 品牌中国规划院理事,海外部长,中国 Executive Committee Member of Einstein Legacy
Project 爱因斯坦品牌执行董事, 以色列 Founder, Book Club of Chinese Chamber of
Commerce, 加拿大华商会读书会创始人 Co-founder, Fella Club, 成都 FELLA 学社联合创始人 Co-founder, Branding Thought and Action, 品牌思为俱乐部联合创始人,清华大数据协会
我的穿梭 My Journey 品牌实战
Brand Practice品牌理论
Brand Theory
品牌实战家Coach
品牌学者Researcher
西方West
中国China世界
Global
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Interbrand: Top 100 Global Brands 2015
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7
8
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Part of My job during the past few years:Decoding/coaching
Great Companies: Blend Strong Culture with Structure, Iconic,
Impactful, Soulful
Good Companies: Differentiation,
Efficiency
Mediocre Companies: Undifferentiated,
market nice
What kind of brands sustain to the future?
Sustainable
Future
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Case 1: Culture Brand:
Apple
Apple Brand
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What is Apple selling?
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We make beautiful computers. They are beautifully designed. Simple to use and user friendly.
Wanna buy me?
Everything we do we believe in changing the status quo. We believe in thinking thoroughly. The way we challenge status quo is by making our products beautifully designed, simple to use. We happen to make great computers
VS
iMac Apple Store
iPod/iTune
iPhone iPad
Lifestyle
Brand
Game Shaker
Apple: Winner of Identity Brand
Visionary (Leaders
hip)
Community (Consumers)
Team (Employees)
Visionary-driven brand (Apple)
Circular Structure
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Decode Apple Cultural DNA
Strong Visionary: Jobs Zen/Minimalism Authoritarian Perfectionist Art/Design-driven
Apple's really efficient and very impersonal when it comes to making decisions [about killing a product]. There is never any illusion about what the company's focus is and that comes from the top, that came from people like Steve and Scott [Forstall, head of iPhone software], formerly [software chief] Bertrand [Serlet], Tim Cook, everybody, they know what Apple is supposed to be doing and the other side of that is they know what Apple is doing, they actually know what's going on in their back yards.”
- Former employee commenting to the Guardian Newspaper
“[Jobs] was hands-on in a way I've never seen anywhere else, and it must have been exhausting and time-consuming for him.These were nail-biting occasions for us. We'd wait in our office to hear the verdict while the designer presented behind closed doors. Several times he never even got as far as showing off the features we'd been slaving over because Steve would immediately focus on a bad visual element in the interface. Whether it was an ugly button, a miss-aligned font, or a control panel with too many buttons, we'd never recover. All our work under the hood meant nothing, he had seen enough and we'd failed...it took me time to realise how effective his method was. Because we knew any surface sloppiness would negate everything else we did, the user experience became the true top priority.”
- Former employee comment to the Guardian Newspaper
Apple on the Inside“Steve Jobs has been described as "brilliant" and "mean" in the same breath. Brilliant because of his insight and vision, mean because he would let you know if your ideas weren't insightful or visionary.”
- Former employee comment to the Guardian Newspaper
“After looking at many different materials [for Apple’s new retail store], Jobs finally decided on a type of limestone called Pietra Serena that comes from a region of Italy near Florence. Although they could only find 5,000 square feet of the color Jobs liked, he insisted that 1,000 square feet of it be flown to Cupertino for his personal inspection.”
What is the driverOf Apple System ?Talents/geniuses
cannot be imitated and replicated
天才的 Jobs, 才有卓越的苹果没有 Jobs? 谁的苹果怎样的苹果?If no Jobs, whose and
what APPLE are we talking about?
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Case 2Culture Brand:
Google
Google Founders:Larry Page and Sergey Brin
Senior Management
Team (Employees)
Community (Consumers)
Team -Driven Brand (Google)
2002 2003 2004 2005 2006 2007$0
$2,000,000
$4,000,000
$6,000,000
$8,000,000
$10,000,000
$12,000,000
$14,000,000
$16,000,000
$18,000,000
439 Millions
1.4 Billions
$3.19 Billions
6.13 Billions
10 Billions
$16 Billions
Google Revenue
Brand Core Values (e.g. Google)
1. Focus on the user and all else will follow.2. It’s best to do one thing really, really well.3. Fast is better than slow.4. Democracy on the web works.5. You don’t need to be at your desk to need an answer.6. You can make money without doing evil.7. There’s always more information out there.8. The need for information crosses all borders.9. You can be serious without a suit.10. Great just isn’t good enough.
Dr Wan_PA Brand Exercise
Google Jacuzzi
Google Campus
Google Campus
Google Campus
Google Campus: Happiness Design (visual)
Google Campus: Happiness Design (social)
[Nexus S][Galaxy Nexus]
[Google Search Appliance]
[Takeout]
6. Development Resources
[Google Chrome OS]
[Google profile]
2. Advertising Services[TV Ads]
[Google Website Optimizer][DoubleClick for Publishers by Google]
[Google Trends#Google Music Trends][Notebook][Google Pack][Google Page Creator][Personalized Search]
[Photos Screensaver]
[Google PowerMeter]
[Public Service Search][Real Estate]
[Rebang]
[Related Links]
[Google_Maps#Google_Ride_Finder]
[SearchMash]
[Google SearchWiki]
[Send to Phone][Shared Stuff][Google Sidewiki]
[Slide.com]
[Spreadsheets]
[Squared]
[University Search]
[U.S. Government Search][Video Player]
[Google Video Marketplace][Voice Search][Web Accelerator]
[Writely]
[Google X]
Senior Management
Middle Management
Engineers/Employees
Traditional Organization Structure
Google’s Organization Structure谷歌公司结构
Senior Management
Middle Management
Engineers/Employees
Peer to peer vs. manager to minion自我管理Inspirational and caring vs. managing启发激励 vs. 管理
Transforming Geniuses into Happy Teams
SoulWell-being
MoneyBody
CompetenceMotivation
people
Culture:Process
esPoliciesStructu
re
Culture is scientifically designed and executed to ensure growth of talents
Google Innovation DNA: 基因 集体天才:集体主义文化 + 个性创新文化Collective genius: True asset of Google is its talent pool and the culture to nurture and motivate the talents. 创新 = 工程师主导 + 自由 + 民主(好的) + 即兴 Innovation=engineer-driven+freedom+democracy (YES)
Decoding Canadian BrandsIs there a Canadian brand?--Good country brand; poor corporate brandsDiversity is a double-edged sword--lack of shared identity Integration is Necessary--no culture glue; no concerted efforts Scaling is necessary--entrepreneurial, regional
Decoding Global Brands (Wan 2012)解构全球品牌(万方 2012 )
WinningBrands王者
Values价值观Internal:
Culture and Leadership内化:文化,领导团队
External:Competitive Strategies
Product Developments
Brand communication外化:竞争,市场,沟通
Proven Success 取得的成功
Promise 承诺
Vision (identity) 远略,身份
Evidence:Strategies
Tactics战略,战术
Evidence:ActionsMetrics
Brand equity品牌行为,品牌价值
Decoding Chinese Global Brands (Wan 2012)解读中国国际化品牌
Chinese Brands中国国际品牌
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The Heart of the Continent to China:
My journey
我的关怀 My Heart and My Dream
No one can escape from her homeIt does not matter how far we travel We always remember the road to homeWhen a person is growing olderWhen her body is more and more distant from home Her heart and soul will grow closer to homeThe complex of home starts from childhoodAnd it affects us for a life time