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 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? Case 2 Culture Brand: Google 35 Google Founders: Larry Page and Sergey Brin 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][Google search] [Google News archive] [Blogger Mobile] [Google Calendar] [Gmail] [Google Latitude] [Google Scholar] [Google Checkout] [Google Video][Google Books] [Maps Navigation] [Google Wallet] [Picasa Web Albums] [Google Custom Search] 1. Search Tools[Google Patent Search] [Google News] 1. Mobile Web Applications [Google Finance] [Google Alerts][Accessible Search] [Web History] [Google Offers] [Orkut][Google Product Search] [Mobilizer] [Google Groups][Hotpot] [Google Image Search] [Language Tools] [Google Reader] [iGoogle][Google Currents] [Experimental Search] [Suggest] [Voice Local Search] [Blog search] [Product Search] [SMS][Life Search] [Google Goggles][Maps] [Google Music][Google Sync] [AdMob] [Google AdSense] [Google AdWords] [TV Ads] [Reader] 2. Mobile Standalone Applications [Yinyue] [Google Grants]2. Advertising Services [DoubleClick] [Books][ Talk] [Google Voice app][YouTube Remote] [Google Certification Program] [Google Website Optimizer] [Nexus One][Nexus S] [DoubleClick for Publishers by Google] [Adwords Express] [Google Mini] 3. Hardware [Galaxy Nexus] [Google Bookmarks][Questions and Answers] [Picnik][FeedBurner] [Google Search Appliance] [YouTube3.] Communication and Publishing Tools[Google+] [Google Reader] [Google Sites][SMS Channels][Web Fonts] [Gmail] [Google Crisis Response] 4. Services [Google Public DNS] [Google Business Solutions] [Google Apps] [Google Calendar] [Google URL Shortener] 5. Scheduled to be Discontinued [Google Friend Connect] [Google profile] [Picnik] [Google Wave] [Google Notebook][Knol] [Google 3D Warehouse] [Google Voice] [Marratech e-Meeting] [Speak To Tweet] [Dodgeball] [Picasa Web Albums] [iGoogle][Panoramio] Product List TM [Squared] [Rebang] [Google Docs][Blogger] [Boutiques] [Orkut] [U.S. Government Search] [Video Player] [Google SearchWiki] [Takeout] 4. Account Management [Dashboard] [Aardvark] [Google X][Web Accelerator] [Google Chrome OS] Products [Google Video Marketplace] [Voice Search] 5. Operating Systems[ Google TV][Android] [SearchMash] [Google PowerMeter] [Related Links] [Google Pack][Google Page Creator] [Personalized Search] [Google App Engine][Google Closure Tools][Google Code] [Dart] [Google Trends#Google Music Trends][Notebook] [Slide.com] [Webmaster Tools] 6. Development Resources [Google Swiffy] [Jaiku][Joga Bonito][Google Lively] [Mashup Editor][MK -14] [Google Go][OpenSocial] [Page Speed] [Google Web Toolkit] [GOOG-411][Hello] [Google Image Labeler] [Google Labs] [Google Sky][Google Building Maker] [Google Mars] [Google Answers] [Audio Ads][Google Base] [Google Buzz] [Google Map Maker] 7. Map-Related Products [Google Maps] [Writely]6. Discontinued Products and Service[Gears] [Google Transit][Google Body][Google Moon] [Blogger Web Comments] [Google Browser Sync]