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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

万方

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,

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 品牌理论 Brand Practice Brand Theory

品牌实战家 品牌学者 Coach Researcher 西方 中国 China West 世界 Global Interbrand: Top 100 Global Brands 2015

5 6 7 8 Part of My job during the past few years: Decoding/coaching Learning/imitation/emulation/Innovation

9 洞见 insight 真相 truth 开脑洞 open up mind 新的视角 new 多元视角 diverse perspectives

整合,运用, 落地 My Integrate, landing Intentions: 执行，跟踪, 反思 我的框架 Execute, track, reflect Three Anecdotes Emulation Imitation Learning of what?

11

Dove Real Beauty Models

Functional Defining Debunking Self Evolution of Beginning Beauty Myths Acceptance Evolution

Authentic Happy Me: Dove

Ideal Me: Mainstream 99%

14 What branding is NOT?

15 Visible and Invisible Facets of Branding

Brand artifacts: Customers Visible e.g., logos, graphics, Choice/purchase Marketing tactics

Internal brand Employees: processes: their endorsement corporate culture Invisible Drivers

Mindset of leaders: Brand Soul: long vs. short-term Synchronization focus; vision; values

16 The Invisible is the secret and fatal weapon Truth: The how; The whys Brand Triangle (Wan 2010)

Industry, Institution, Market conditions Future/Brand T2 Socio-Cultural-Political environment

Brand Brand Audit Adaptation

Brand Synchronization

Brand Soul

18 What kind of brands sustain to the future?

Great Companies: Sustainable Blend Strong Culture with Structure, Iconic, Impactful, Future Soulful

Good Companies: Differentiation, Efficiency

Mediocre Companies: Undifferentiated, market nice Case 1: Culture Brand: Apple

20 Apple Brand

21 What is Apple selling?

Everything we do we believe in changing the We make beautiful status quo. We believe in computers. They are thinking thoroughly. beautifully designed. The way we challenge Simple to use and user VS status quo is by making friendly. our products beautifully

designed, simple to use. Wanna buy me? We happen to make great computers

22 Game Shaker

Apple iPod/ Lifestyle iMac iPhone iPad Store iTune Brand Apple: Winner of Identity Brand Visionary-driven brand (Apple)

Team Community (Employees) (Consumers)

Visionary (Leadership) Circular Structure

26 Decode Apple Cultural DNA

. Strong Visionary: Jobs  Zen/Minimalism  Authoritarian  Perfectionist  Art/Design-driven . Innovation=Aethestic+Constraints (No) +Integrative+Control

27 28 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 ], 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? Case 2 Culture Brand:

35 Google Founders: and Team -Driven Brand (Google)

Community Team (Consumers) (Employees)

Senior Management Google Revenue $18.000.000 $16 Billions

$16.000.000

$14.000.000

$12.000.000 10 Billions

$10.000.000

$8.000.000

6.13 Billions $6.000.000

$4.000.000 $3.19 Billions

$2.000.000 1.4 Billions 439 Millions

$0 2002 2003 2004 2005 2006 2007

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) Web-based products Mobile Applications [][] [Google News archive] [ Mobile] [] [] [] [] [] [][] [Maps Navigation] [Google Wallet] [ Web Albums] [Google Custom Search] 1. Search Tools[Google Patent Search] [Google News] 1. Mobile Web Applications [] [][Accessible Search] [Web History] [] [][Google Product Search] [Mobilizer] [][Hotpot] [Google Image Search] [Language Tools] [] [iGoogle][] [Experimental Search] [Suggest] [Voice Local Search] [ search] [Product Search] [SMS][Life Search] [][Maps] [Google Music][] [] [Google AdSense] [Google AdWords] [TV Ads] [Reader] 2. Mobile Standalone Applications [Yinyue] [Google Grants]2. Advertising Services [DoubleClick] [Books][ Talk] [ app][YouTube Remote] [Google Certification Program] [Google Optimizer] [][] [DoubleClick for Publishers by Google] [Adwords Express] [Google Mini] 3. Hardware [] [][Questions and Answers] [][FeedBurner] [] [YouTube3.] Communication and Publishing Tools[Google+] [Google Reader] [][SMS Channels][Web Fonts] [Gmail] [] 4. Services [Google Public DNS] [Google Business Solutions] [Google Apps] [Google Calendar] [Google URL Shortener] 5. Scheduled to be Discontinued [] [Google profile] [Picnik] [] [][] [Google 3D Warehouse] [Google Voice] [Marratech e-Meeting] [Speak To Tweet] [] [] [iGoogle][] Product List TM [Squared] [Rebang] [][Blogger] [Boutiques] [Orkut] [U.S. Government Search] [Video Player] [Google SearchWiki] [Takeout] 4. Account Management [Dashboard] [] [Google X][Web Accelerator] [ OS] Products [Google Video Marketplace] [Voice Search] 5. Operating Systems[ Google TV][Android] [SearchMash] [Google PowerMeter] [Related Links] [][] [Personalized Search] [][][Google Code] [Dart] [#Google Music Trends][Notebook] [Slide.com] [Webmaster Tools] 6. Development Resources [Google Swiffy] [][Joga Bonito][Google Lively] [Mashup Editor][MK -14] [Google Go][OpenSocial] [Page Speed] [] [GOOG-411][] [] [] [Google Sky][] [Google Mars] [] [Audio Ads][] [] [] 7. Map-Related Products [] [Writely]6. Discontinued Products and Service[] [Google Transit][Google Body][Google Moon] [Blogger Web Comments] [Google Browser Sync] [Catalogs] [City Tours][AdWords#Google Click-to-Call][] [] [Correlate] [Google Fusion ] [] [Dashboard Widgets for Mac] [Google Trends] 8. Statistical Tools[Google Refine] [Google ][Directory] [Directory Project] [Google Insights for Search] [][Zeitgeist] [Google Fast Flip][Free Search] [Desktop] [Google Japanese Input] [Quick Search Box][Google ] [Public Service Search] [] [Google Chrome][][] [Google_Maps#Google_Ride_Finder] [Visigami] 9. Desktop Applications [SketchUp] [Shared Stuff] [Google Sidewiki][Real Estate] [Gmail Notifier][Picasa] [Picasa Web Albums Uploader] [University Search] [Send to Phone] [ editor] [Wireless access] [AdWords Editor] [Photos Screensaver] [Spreadsheets] Traditional Organization Structure

Senior Management

Middle Management

Engineers/Employees Google’s Organization Structure 谷歌公司结构

Engineers/Employees

Peer to peer vs. Middle Management manager to minion 自我管理

Inspirational and Senior Management caring vs. managing 启发激励vs.管理

Transforming Geniuses into Happy Teams

people Culture:

Competence Processes Motivation Money Body Policies

Soul Structure Well-being

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 Case 2 Culture Brand: Google Elements of Branding： Differentiation Focus/Niche Tight system

56 Brand System Theory (Wan 2012)

Industry, Institution, Market conditions Future/Brand T2 Socio-Cultural-Political environment

Brand Sustainability Brand Adaptation

Brand Synchronization

Brand Soul

57 Part 2 Manifestation of Brand Triangle in SMEs: Five Prototypes

58 1. The Infant

K7687Z

Brand Mantra: “Brand starts as a hobby and stays as a hobby.”

59 2. The Rock

Mantra: “We are good. Come and find us.” 60 The Rock

“Brand promotion is a virtue, not a vice!”

61 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

62 3. The Shell

Brand Mantra “Chasing the wind”

63 The Shell

“Pause, reflect and Then ACT!”

64 4. Old Man

Brand Mantra: “Why fix it if it is not broken?”

65

Old Man

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 66

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 67 4. Old Man

“Wake up, Dude. You are stale!”

68 5. The Star

Brand Mantra: “Aware, Active, Adaptive”

69

The Star

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

71 Overview of 5 Prototypes

72 Obtuse Brand Growth of Flat Branding of NGOs Private Sector: Strong foundation of brand soul (guided by rationality Less conscious pursuit of and performance) Internal and external branding

internal external Internal branding branding branding

Brand Soul Solid, strong brand soul, guided by pubic engagement & community orientation

73 Brand Triangle

74 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

Silo Trap

Dis- synchronized

Soul Silo Trap; Overconfidence Trap

Soul Fear of Change

Brand Tracking Brand Adaption Complacency trap Complacency trap Soul Sisyphus Trap Silo Trap

Glocal: Global meets the local MNCs vs EMNs

79 Decoding Canadian Brands 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

80

Decoding Global Brands (Wan 2012) 解构全球品牌（万方 2012）

Culture （文化）

Synergy Innovation (System) （系 创新 统） •Integration 整合 新 •Newness Winning •Consistency连 •Usefulness可用性 贯 Brands 王者

Value 价值观 Age传承 •Reputation美誉 •Heritage传统 •Image形象 •Experience经验 •Meaning意义 •History历史 Proven Promise Vision Success (identity) 承诺 取得的成功 远略，身份

Decoding Chinese Global Brands (Wan 2012) 解读中国国际化品牌 Speedy Imitation 快速模仿 Village R&D to City Focus 农村包 Chinese 围城市 Brands 聚焦研发 中国国际 品牌

Ambition Flexible Passion Adaptive 野心激情 灵活适应

The Heart of the Continent to China: My journey

90 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 [email protected]

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