Post on 18-Feb-2017
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
9
Part of My job during the past few years:Decoding/coaching
Learning/imitation/emulation/Innovation
洞见 insight真相 truth
新的视角 new多元视角 diverse perspectives
整合 , 运用 , 落地Integrate, landing
开脑洞 open up mind
执行,跟踪 , 反思Execute, track, reflect
My Intentions:我的框架
Functional Beginning
Defining Beauty
Debunking Myths
Self Acceptanc
e
Evolution of
Evolution
Dove Real Beauty Models
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Visible and Invisible Facets of Branding
Visible
Brand artifacts:e.g., logos, graphics, Marketing tactics
CustomersChoice/
purchase
InvisibleDrivers
Internal brand processes: corporate culture
Employees: their endorsement
Mindset of leaders:long vs. short-term focus; vision; values
Brand Soul:Synchronization
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BrandSynchronization
Industry, Institution, Market conditionsSocio-Cultural-Political environment
BrandAdaptation
Future/Brand T2
Brand Audit
Brand Soul
Inte
rnal
bra
ndin
gExternal branding
Brand Triangle (Wan 2010)
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
What is Apple selling?
22
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
Decode Apple Cultural DNA
Strong Visionary: Jobs Zen/Minimalism Authoritarian Perfectionist Art/Design-driven
Innovation=Aethestic+Constraints (No) +Integrative+Control
27
Apple on the Inside
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
Apple on the Inside
“[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.”
– Employee comment in Business Week
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
[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 AdWords]
[Accessible Search]1. Search Tools
Web-based products
[Google Scholar][Google Custom Search]
[Experimental Search][Google Finance]
[Life Search]
[Google News] [Google News archive][Google Patent Search]
[Product Search][Suggest]
[Google Video][Web History]
[Voice Local Search]
[Google Checkout]
[Google Image Search]
Product List TM
Mobile Applications
5. Operating Systems
3. Communication and Publishing Tools
7. Map-Related Products
8. Statistical Tools
9. Desktop Applications
1. Mobile Web Applications
2. Mobile Standalone Applications
5. Scheduled to be Discontinued
3. Hardware
6. Discontinued Products and Service
4. Services
[Google search]
[Google Alerts][Blog search]
[Dashboard]
[Google Books]
[Google Groups][Hotpot] [Language Tools][SMS]
[AdMob][Google AdSense][Google Certification Program]
[DoubleClick][Google Grants]
[FeedBurner]
[Google 3D Warehouse]
[Adwords Express]
[Google Apps]
[Blogger]
[Google Bookmarks]
[Boutiques]
[Google Business Solutions][Google Calendar]
[Google Docs]
[Google Friend Connect]
[Gmail][Google URL Shortener]
[Google+]
[iGoogle][Marratech e-Meeting]
[Orkut][Panoramio][Picasa Web Albums]
[Picnik][Questions and Answers][Google Reader][Google Sites][SMS Channels]
[Speak To Tweet][Google Voice]
[Web Fonts][YouTube]
[Google TV][Android]4. Account Management
Products[Google App Engine][Google Closure Tools][Google Code][Dart][Google Go][OpenSocial][Page Speed]
[Google Swiffy][Google Web Toolkit]
[Webmaster Tools]
[Google Body][Google Building Maker]
[Google Map Maker] [Google Maps][Google Mars]
[Google Moon][Google Sky]
[Google Transit][Google Analytics][Correlate][Google Fusion Tables]
[Google Insights for Search][Google Refine]
[Trendalyzer][Google Trends]
[Zeitgeist]
[AdWords Editor]
[Google Chrome][Google Earth][Gmail Notifier][input method editor]
[Google Japanese Input]
[Picasa][Picasa Web Albums Uploader]
[Google Pinyin][Quick Search Box]
[Wireless access][SketchUp]
[Google Toolbar][Visigami]
[Blogger Mobile][Google Calendar][Gmail]
[iGoogle]
[Google Latitude][Maps Navigation]
[Mobilizer][Google News][Google Offers][Orkut]
[Picasa Web Albums][Google Product Search]
[Google Reader]
[Google Wallet]
[Google Currents]
[Books][Google Goggles][Maps][Google Music]
[Reader][Google Sync]
[Talk][Google Voice app][Yinyue]
[YouTube Remote]
[Google Mini][Nexus One]
[Google Notebook][Google Wave] [Knol][Picnik]
[Google Public DNS][Google Crisis Response]
[Aardvark]
[Google Answers][Audio Ads][Google Base][Blogger Web Comments][Google Browser Sync]
[Google Buzz][Catalogs]
[City Tours][AdWords#Google Click-to-Call][Google Code Search][Dashboard Widgets for Mac]
[Desktop][Google Dictionary][Directory][Directory Project]
[Dodgeball]
[Google Fast Flip][Free Search][Google Desktop]
[Google Health][Gears]
[GOOG-411][Hello][Google Image Labeler][Google Labs][Jaiku][Joga Bonito][Google Lively][Mashup Editor][MK-14]
[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]
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)
+ad-hoc
54
57
BrandSynchronization
Industry, Institution, Market conditionsSocio-Cultural-Political environment
BrandAdaptation
Future/Brand T2
Brand Sustainability
Brand Soul
Inte
rnal
bra
ndin
gExternal branding
Brand System Theory (Wan 2012)
62
The Rock
Reasons Confined by industry/regional norm Bias against external branding Lacks the will, skills, or mindset Lack of understanding of the importance
of external branding as part of holistic branding process
Lack of explicit awareness that internal values can be a strong tie to external stakeholders
66
Reasons A strong internal culture can impede
change Family control Homogeneity in internal members Content with status quo (but market
share will eventually shrink) Lack of competition at Time 1 Lack of Motivation
Old Man
67
Recommendations Long term sustainability in a changing
market involves adopting an “adaptive” mind set
Implement brand tracking Activate incremental change
Diversity in work place to enact change Brand extensions to attract younger segments Brand can be rejuvenated by extension to
new segments
Old Man
70
Characteristics Synchronization 1—
external branding activities are driven by core brand value internally and brand soul.
Internal analysis precedes brand expression. Synchronization 2—
holistic understanding of brand identity. Situating brand in the market place with long
term focus. Adaptation to market change at T2 is
coordinated with the core brand value at T1.
The Star
71
Reasons Resources, expertise, and culture are
in place A combination of organic growth and
corporate “hand-downs” Self-reflective with long-term goal
orientation Value system is gluing various
constituencies
The Star
73
Brand Soul
Internalbranding
Fixation on external branding
visual identity
Obtuse Brand Growth ofPrivate Sector:
(guided by rationality and performance)
Flat Branding of NGOsStrong foundation of brand soul
Less conscious pursuit ofInternal and external branding
internalbranding
externalbranding
Solid, strong brand soul, guided bypubic engagement &
community orientation
Unique Brand Challenges in Public Management
Silos Trap Prevents alignment, coordination,
interconnectedness of brand components Confidence/complacency Trap
Myopia (ego-centric view of external world)
Fear of Change Lack of brand adaptation and brand
valuation
Change in public needsChange in culture
Change in market place
Extern
al
Inte
rna
l
Soul
X
Brand Adaption Complacency trap
X
Brand TrackingComplacency trapSisyphus TrapSilo Trap
Brand Review: T1T2
Fear of Change
80
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
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
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