| Principle 1 |
品牌不能只靠知名度
感謝您對大師輕鬆讀的愛護，並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。品牌知名度和認知度只是評量品牌效益的表面指標。更重要的是，優秀品牌會與消費者建立關係。它們貼近消費者的需求，並能引發消費者的共鳴。
感謝您對大師輕鬆讀的愛護，並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
| Principle 1 |
Brands need to be more concerned about relevancy and resonance than awareness
感謝您對大師輕鬆讀的愛護，並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。Brand awareness and recognition are just superficial measures of any brand's effectiveness. More importantly, good brands build relationships with consumers. They are relevant to what consumers want and resonate with them.
感謝您對大師輕鬆讀的愛護，並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
「品牌是一切的總和，包括好的、壞的、醜陋的或與策略無關的。品牌的定義來自你最好的產品和你最差的產品；來自獲獎連連的優秀廣告，和莫名其妙通過批准，然後毫無意外地被人遺忘的糟糕廣告；來自你最優秀員工的成就，和你最差勁員工製造的麻煩。品牌的定義也來自顧客碰到的接待員，以及顧客在電話線上等待時聽到的音樂。執行長可以發表措詞華麗的公開聲明，但品牌的定義也來自走廊或網路聊天室中可以聽到的消費者嘲諷意見。品牌像海綿一樣吸納了內容、影像和稍縱即逝的感覺，最後變成大眾心中的印象，也許就此根深蒂固。因此，你無法完全控制一個品牌，頂多只能引導和影響它而已。」 |
"A brand is the sum of the good, the bad, the ugly and the off-strategy. It is defined by your best product as well as your worst product. It is defined by award-winning advertising as well as by the awful ads that somehow slipped through the cracks, got approved and, not surprisingly, sank into oblivion. It is defined by the accomplishments of your best employee as well as by the mishaps of the worst hire you ever made. It is also defined by your receptionist and the music your customers are subjected to when placed on hold. For every grand and finely worded public statement by the CEO, the brand is also defined by derisory consumer comments overheard in the hallway or in a chat room on the Internet. Brands are sponges for content, for images, for fleeting feelings. They become psychological concepts held in the minds of the public, where they may stay forever. As such you can't entirely control a brand. At best you only guide and influence it." |
簡而言之，建立品牌是讓平凡事物變得更有價值的一門藝術。例如，星巴克把咖啡豆變成大眾熟知並且想要購買的品牌產品；耐吉把運動鞋變成消費者心目中與獎勵運動和健身密不可分的品牌。這說明了品牌具有煉金術般的魔力，能把平凡事物變成金子。感謝您對大師輕鬆讀的愛護，並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
In short, branding is the art of taking something common and making it more valuable. For example, Starbucks took coffee beans and turned it into a branded product people know and ask for. Nike took sneakers and turned them into a brand that is now inseparably connected with the rewards of sport and fitness in the minds of the consumer. That illustrates the alchemical power of brands to take something common and turn them into gold.感謝您對大師輕鬆讀的愛護，並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
因此，優秀品牌不僅要眾所周知，還要與顧客建立情感連結，它們貼近顧客的需求，並能引發深刻的共鳴。品牌要如何做到這點呢？方法有很多：感謝您對大師輕鬆讀的愛護，並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
Thus, good brands are not merely well known. Instead, good brands make an emotional connection with customers. They are relevant to the customer's needs and they resonate deeply. How do brands achieve this? There are a number of different ways:感謝您對大師輕鬆讀的愛護，並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
