brand as a system: the local meets the global - sgbed.com · brand china planning and strategy...
TRANSCRIPT
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 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
Interbrand: Top 100 Global Brands 2015
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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
Three Anecdotes
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Emulation
Imitation
Learning of what?
Functional
Beginning
Defining
Beauty
Debunking
Myths
Self
Acceptance
Evolution of
Evolution
Dove Real Beauty Models
14
Ideal Me:
Mainstream 99%
Authentic
Happy Me:
Dove
15
What branding is NOT?
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Visible and Invisible Facets of Branding
Visible Brand artifacts: e.g., logos, graphics,
Marketing tactics
Customers
Choice/purchase
Invisible
Drivers
Internal brand
processes: corporate culture
Employees:
their endorsement
Mindset of leaders: long vs. short-term
focus; vision; values
Brand Soul: Synchronization
The Invisible is
the secret and fatal weapon
Truth:
The how;
The whys
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Brand
Synchronization
Industry, Institution, Market conditions
Socio-Cultural-Political environment
Brand
Adaptation
Future/Brand T2
Brand
Audit
Brand Soul
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
20
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
(Leadership)
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
Innovation=Aethestic+Constraints (No)
+Integrative+Control
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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
Jobs=Karl Lagerfeld
What is the driver
Of 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 2
Culture Brand:
Google Founders:
Larry Page and Sergey Brin
Senior
Management
Team
(Employees)
Community
(Consumers)
Team -Driven Brand (Google)
439 Millions
1.4 Billions
$3.19 Billions
6.13 Billions
10 Billions
$16 Billions
$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
2002 2003 2004 2005 2006 2007
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 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]
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
Soul
Well-being
Money
Body
Competence
Motivation
people Culture:
Processes
Policies
Structure
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
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Case 2
Culture Brand:
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Elements of Branding:
Differentiation
Focus/Niche
Tight system
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Brand
Synchronization
Industry, Institution, Market conditions
Socio-Cultural-Political environment
Brand
Adaptation
Future/Brand T2
Brand
Sustainability
Brand Soul
Brand System Theory (Wan 2012)
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Part 2
Manifestation of Brand Triangle
in SMEs: Five Prototypes
1. The Infant
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K7687Z
Brand Mantra:
“Brand starts as a hobby and stays as a hobby.”
2. The Rock
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Mantra:
“We are good. Come and find us.”
The Rock
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“Brand promotion is a virtue, not a vice!”
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
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3. The Shell
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Brand Mantra
“Chasing the wind”
The Shell
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“Pause, reflect and Then ACT!”
4. Old Man
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Brand Mantra:
“Why fix it if it is not broken?”
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
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Old Man
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
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Old Man
4. Old Man
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“Wake up, Dude. You are stale!”
5. The Star
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Brand Mantra:
“Aware, Active, Adaptive”
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.
70
The Star
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
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The Star
Overview of 5 Prototypes
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Brand Soul
Internal
branding
Obtuse Brand Growth of
Private Sector:
(guided by rationality
and performance)
Flat Branding of NGOs
Strong foundation of brand soul
Less conscious pursuit of
Internal and external branding
internal
branding
external
branding
Solid, strong brand soul, guided by
pubic engagement &
community orientation
Brand Triangle
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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
Soul
Dis-
synchronized
Silo Trap
Soul
Silo Trap; Overconfidence Trap
Soul
Brand Adaption
Complacency trap
Brand Tracking
Complacency trap
Sisyphus Trap
Silo Trap
Fear of Change
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Glocal:
Global meets the local
MNCs vs EMNs
Decoding Canadian Brands
80
Is there a Canadian brand?
--Good country brand; poor corporate brands
Diversity 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)
Winning
Brands
王者
Culture (文化)
Synergy (System) (系统)
•Integration 整合
•Consistency连贯
Age传承
•Heritage传统
•Experience经验
•History历史
Value 价值观
•Reputation美誉
•Image形象
•Meaning意义
Innovation创新
•Newness新
•Usefulness可用性
Proven Success
取得的成功
Promise
承诺
Vision (identity)
远略,身份
Decoding Chinese Global Brands (Wan 2012)
解读中国国际化品牌
Chinese Brands
中国国际品牌
Speedy
Imitation 快速模仿
R&D
Focus
聚焦研发
Flexible
Adaptive
灵活适应
Ambition
Passion
野心激情
Village
to City 农村包围城市
The Heart of the Continent to China:
My journey
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我的关怀 My Heart and My Dream
No one can escape from her home
It does not matter how far we travel
We always remember the road to home
When a person is growing older
When her body is more and more distant from
home
Her heart and soul will grow closer to home
The complex of home starts from childhood
And it affects us for a life time