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2016/11
品牌营销从业人员的7个高效习惯-上海品牌策划公司品牌管理素质职能培训
|原创文章 |品牌营销

1989年后期管理大师史蒂芬R柯维发表了一本书,名为《高效能人士的七个习惯》。这本书成为了全球畅销书,在全世界范围被译作40种语言,卖出了2500万本。它是历史上最有影响力的商业书籍之一。

 

In 1989, the late management guru Stephen R. Covey published his book titled The 7 Habits of Highly Effective People. An international bestseller with more than 25 million copies sold in 40 languages throughout the world, it is recognized as one of the most influential business books ever written.

 

鉴于这本书的广泛知名度,很多人都读过或者听说过书中的一些理念。柯维提出的个人成功的原则适用范围很广:学生,高管,老板或者父母。这些基本的原则被视为永恒的,对个人发展和领导来说是一本必读书籍。

 

With its widespread popularity, it is likely that most people have either read or heard of some of the concepts he defines. Covey’s principles of success for personal development have a nearly universal application—appealing to students, executives, business owners or parents. The fundamentals outlined are regarded as timeless, making the book a must-read for personal development and leadership.

 

作为一个思想开放的,品牌管理界的专业从业人员,你应该想想:这7个习惯在品牌管理方面是否借鉴意义?

 

Now, as an open-minded professional working in brand management, one might ask: What meaning or relevance might these 7 habits have in relation to branding?

 

这是我在写这篇文章几周前所思考的问题,最终促成了我对柯维的7个习惯的重新解读。尚略上海品牌策划公司请大家一定注意这些解读仅仅是根据在品牌行业积累的经验而做出的。我不想宣称这些原则是无可替代的,或者没有别的原则可以超越它们了。我只希望和大家分享新的视角,或者称之为向创新看齐的,指导性的品牌原则,无论是现在还是未来。

 

This was a question that I pondered for a few weeks prior to writing this article, which resulted in my reinterpretations of Covey’s original 7 habits. Do note that the interpretations are simply my ideas based upon accumulated experiences working in the branding industry. I do not profess to claim that these are the only set of habits to live by, or that there aren’t any more habits beyond these. My intent is to simply share a new perspective—a new twist—towards refreshed, guiding principles for branding excellence today and into the future.

 

品牌营销从业人员的7个高效习惯-上海品牌策划公司品牌管理素质职能培训

 

 

习惯一: 积极主动>品牌活跃(Habit 1: Be proactive > Be Brandactive ):

 

在如今竞争激烈且快节奏的市场,强势的品牌适应变化并占据领导地位。有着品牌活跃习惯的从业人员可以阻止客户停留在边缘地带。他们相信品牌周围的环境,无论是外部因素,商业因素或是品牌起源,都无法决定其在市场的命运。他们负起责任并根据这些外部环境做出改变的决定最终实现更伟大的事业。我一位曾经共事过的德国品牌顾问说过:“活跃的品牌是健康的品牌。”他精辟地总结了这个习惯的精髓。很明显世界上最健康的品牌是活跃的,他们能够掌控自己的命运并超越降临在他们周围的环境因素。

 

In today’s hyper-competitive and fast-paced market, thriving brands take charge and adapt to change. A branding practitioner with the habit for being Brandactive prevents their clients from remaining on the side-line. They believe that the circumstances surrounding the brand—whether external forces, business factors or past origins—cannot determine its fate on the market. They take responsibility and make decisions to transform according to these circumstances and achieve something greater.

 

A Dutch brand consultant I once worked with said, “Active brands are healthy brands,” which succinctly captures the spirit of this habit. It’s apparent that the world’s most “healthy” brands are active—able to take charge of their own destiny beyond the circumstances that befall them.

 

 

习惯二:提前计划结果>提前准备好经验(Habit 2:Begin with the end in mind > Begin with the experience in mind)


在柯维的书中他提到一个原则:“所有的事情都被创造了两次” - 第一次,作为头脑中的概念被创造出来。第二次在真实的世界中被真实表现出来。同样地,通往高效品牌管理的道路始于品牌和股东头脑中的经验,从消费者和合作者到社区和雇员。掌握了这个原则精华的品牌管理者将其铭记在心,通过直觉和分析来管理品牌,这是品牌中经验中的重点。

 

澄清问题始于提问:“我们想要一个什么样的品牌?”式的股东的思考方式,时刻用他们的方式感受并和品牌互动。如今经验成为了品牌推广游戏的核心所在,高效品牌营销推广的重点不是宏伟的任务宣言,复杂的商业战略或是创新的渠道,而是把有着清晰愿景的经验作为品牌建设的指南针。

 

In Covey’s book, he states the principle that “All things are created twice”—first, in the mind as mental conception, and second, as manifestations in the physical world. Similarly, the road to effective branding begins with the desired experience in mind, between the brand and all of its stakeholders—from customers and partners to communities and employees. Brand managers grasping the full extent of this principle begin their branding endeavors with this in mind, using a mix of intuition and analytical prowess; it’s the “big picture” of the experiences that people ought to have with brands.

 

Clarity begins with asking the question, “How do we want a brand’s stakeholders to think, feel and interact at every moment they have with the brand?” With experiences being at the crux of today’s branding game, the journey towards effective branding does not begin with a grandeur mission statement, sophisticated business strategy or innovation pipelines, but with a clear vision of the experience—as the compass for all brand-building efforts—in mind.

 

 

习惯三:重要的事情优先原则>集中精力在关键经验上(Habit 3:Put first things first > Focus on killer experiences first)

 

如果习惯二是品牌营销推广的第一个创新性应用,那么习惯三就是第二个。习惯三是关于品牌经验的实际操作。鉴于每个项目的时间和资金的限制性,如何更好的开始呢?在品牌推广的语境下,柯维的重要的事情优先原则应该是集中精力在对股东最有利的事情上。帕累托原则,即80/20原则,能更清楚的说明这个问题。这样一来,你就可以提出这样的问题:“能够创造出80%的品牌推广期望的结果是哪部分20%的经验?”

 

每个公司,每个行业,每个市场都会遇到不同的影响其财务绩效的状况。然而,高效的品牌推广从业人员集中精力在对关键应用的深刻理解上,这些应用能够让消费者感到吃惊并取悦于他们。最终使品牌的股权利益最大化。

 

If habit #2 is the first creation of branding, then habit #3 is the second creation—the physical manifestation of the brand’s experience. Given that time and money limit just about every project we see, how can we best begin? Within the context of branding, Covey’s habit of “put first things first” is about focusing on the experiences that matter most to stakeholders. The Pareto principle, or 80/20 rule, can shed some more light on this matter. In so doing, one can ask this question, “What are the essential 20% experiences that can create the 80% of desired branding outcomes for us?”

 

Every company, industry and market encounter a different set of conditions that impact its financial performance, nevertheless, effective brand practitioners focus on a deep understanding of the killer applications that surprise and delight consumers, and ultimately maximize the brand’s equity.

 

 

习惯四:双赢思维>双赢设计(Habit 4:Think win/win > Design for win/win)

 

在如今的互联网世界里,品牌绝不会孤立于人群,社会和环境之外而独自存在。在做品牌建设战略方面的决定时,仅仅站在商业角度的双赢思维已经不太可行了。而越来越多的品牌股东需要双赢。无论是消费者,雇员或是外部合作者,期待品牌能更深思熟虑并不断带来互赢的呼声越来越高。

 

对现在及未来的品牌营销建设从业者来说,一方面思考品牌如何为股东之间带来互赢,另外一方面通过品牌提案,产品和服务设计来设计更全面的双赢结果。这两者都是非常宝贵的。一旦他们能够为互赢而设计,他们的品牌不仅将获得商业层面的利益,而且会得到高忠诚度的用户和大众的钦佩。

 

Brands—in today’s interconnected world—never exist independently of people, society and the environment. When making decisions on brand-building strategies, it isn’t just more viable from a business point-of-view to think win/win, but increasingly, the brand’s stakeholders demandwin/win. Whether customers, employees or external partners, there is a growing voice that expects brands to be more thoughtful and generate mutual benefits at every turn.

 

With this in mind, it is valuable for brand practitioners of today and tomorrow to not only think of how their brands will achieve win/win with its stakeholders, but to sensibly design for more holistic win/win outcomes through their brand propositions, and product and service offerings. Once they can design for mutual benefits, their brands are set to reap the rewards not only in terms of business, but also with a strong loyalty and admiration.

 

 

习惯五:首先寻求去了解对方,然后争取让对方了解自己。> 首先寻求领会,再变得感性(Habit 5: Seek first to understand, then be understood > Seek first to empathize, then to be empathetic)

 

消费者面对的是源源不断的大量选择,品牌的忠诚度正在不断下降。品牌如何吸引消费者?为了应用柯维的第五个习惯“首先寻求去了解对方,然后争取让对方了解自己。”,要知道拥有真正理解别人的能力,即共情力,对品牌推广从业者来说是成功的核心。知名品牌创新者Dick Powell说过:“人类学先于工业出现。”对品牌的股东产生共情,他们是谁,他们需要什么,他们为什么做他们在做的事情,这些在给出品牌所需的解决方案之前就要知道。

 

不幸的是,共情在如今的大数据时代被用户数据分析和消费模式分析所替代。尽管技术的进步使得获取大量数据易如反掌,许多品牌创始人都不太清楚共情的真正含义。它不只是明确的消费习惯及其相关的数据,更应该是从另外的角度来看这个世界,感受这个世界。如今可能很难获得忠诚度,但品牌如果能够学会共情,把他们的股东当做伙伴看待,他们的股东也很有可能会用同样的方式对待他们。

 

As consumers are faced with a never-ending slew of choices and brand loyalty levels are dwindling, how can brands better appeal to customers? In applying Covey’s 5th habit “Seek first to understand, then to be understood,” the ability to truly understand people—having empathy—will be at the heart of success for any branding practitioner. As the renowned design innovator Dick Powell says, “Anthropology comes before technology.” Empathizing with the brand’s stakeholders—who they are, what they need and why they do what they do—needs to come before the solutions that the brand seeks to offer.

 

Unfortunately, empathy in today’s digitally-connected world is often achieved via customer data profiling and analyzing behavioral patterns. Despite technological leaps in obtaining vast quantities of data, many brand builders tend to lose sight of what empathy really means—not just intelligence surrounding explicit behaviors, but seeing and feeling the world from another’s point of view. Loyalty might be hard to attain these days, but if brands can learn empathy and treat their stakeholders as fellow humans, it is more likely that their stakeholders will empathize in return.

 

 

习惯六:协调合作>协调合作来创新(Habit 6: Synergize > Synergize to innovate)

 

柯维的第六个习惯“协调合作”是关于“创造性合作,团队合作,思想开放,为旧问题寻找新解决方法的冒险。”对于品牌营销建设专家应该和其他股东合作来实现目标这方面来说,这些都是没问题的。但是激发创意才应该是这个习惯的真正的魅力所在。创新是通过创造新价值带来品牌成长的竞争优势。在这样的背景下,协同合作是创新的催化剂。

 

协同的能力使我们重视差异性,拥抱创造性张力,辨认出时机,为品牌创造新价值。而且能够“协调合作来创新”的品牌推广从业者能够扩大这个习惯的影响,以此来统一他们的组织和外部的有着共同目标的股东。

 

Covey’s 6th habit, “Synergize,” is about the principle of “creative cooperation, teamwork, open-mindedness, and the adventure of finding new solutions to old problems.” While these are all valid in terms of how branding experts should collaborate with other stakeholders to achieve their goals, the aspect of stimulating innovation is perhaps where this habit’s true power lies. Innovation is the competitive edge that brings growth to the brand through creation of new value. Within this context, synergy is the catalyst for innovation.

 

The ability to synergize allows us to value differences, embrace the creative tensions that arise, identify opportunities and create value for the brand. Moreover, brand practitioners that “synergize to innovate” can extend the impact of this habit to unify their organization and external stakeholders with the common goal of innovating for the greater good of all.

 

 

习惯七:不断更新>精通品牌推广(Habit 7: Sharpen the saw > Pursue branding mastery)

 

第七个习惯“不断更新”大概是前六个习惯的推进器。它是关于意识以及个人成长的不断提高。那些想要成为这个领域中顶尖的3%的品牌推广从业人员应该把这个习惯作为个人发展和专业领域发展的指南针。在任何领域,顶尖的3%收获最多。而成为那顶尖的3%是关于追求精通的过程。第七个习惯向每个品牌推广从业者提出问题:“为什么选择这个行业,想要怎么玩这个品牌推广的游戏?”它提供了一个全新的角度:从“我如何赢得这场品牌推广游戏”的心态,到“我如何玩这场品牌游戏?”两个问题都是关于成功的愿望,但是细微的差别是追求追求“优秀的品牌”和“卓越地推广品牌”。

 

一个高效的品牌营销推广从业者一定是充满激情地精通专业知识的人。他们把卓越当成是通往伟大的必经之路。并不断在每日的品牌管理中提高自身标准来给公司和股东带来更大的收益。

 

The 7th habit, “Pursue branding mastery,” is perhaps the energizer for all of the previous 6 habits. It is about mindfulness and continuously making improvements towards self-growth.

 

Brand practitioners that desire to be in the top 3% of their field would be wise to embrace this habit as part of their personal and professional development. In any field, it is typical that the top 3%  reap the greatest rewards. And to be in the top 3% is about pursuing the path of mastery. The 7th habit asks each brand practitioner why they have decided to be in the field, and how they would like to play in the “branding game.” It shifts them towards a new perspective: from the mindset of “How can I win this branding game?” to one of asking, “How can I play the branding game?” Both questions are about the desire for success, however, with subtle differences, it’s the difference between pursuing an “excellent brand” and “branding excellence.”

 

An effective brand practitioner is committed to pursuing branding mastery with passion and enthusiasm. They view excellence as the journey to greatness, always elevating their standards of how their brand should be managed on a daily basis for the betterment of the company and its stakeholders.

 

 

高效的品牌建设的习惯(The habits for effective brand building)

 

拥抱这些品牌营销推广习惯能够得到更加卓越的品牌建设。此举势在必行,因为精通品牌推广对每个人都将获益匪浅。

 

Embracing these branding habits enables brand-building excellence. It is imperative that we make the decision to do so, as the journey to achieve brand mastery is one that is truly rewarding for everyone.

 

备注:尚略广告公司品牌策划部原创翻译文章,转载请注明出处。


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