《The Brand Gap》的笔记-第151页
- 章节名：TAKE-HOME LESSONS: COLLABORATE
- 页码：第151页 2014-05-06 22:09:18
COLLABORATEOver time, specialists beat generalists. The winner is the brand that best fits a given space. The law of the jungle? Survival of the FITINGEST. How a brand should fit its space is determined by the brand community. It takes a village to build a brand.By asking left-brainers and right-brainers to work as a team, your bridge the gap between logic and magic. With collaboration, one plus one equals eleven.For successful precedents to creative collaboration, look to Hollywood, Silicon Valley, and the cathedral builders of the Renaissance.As creative firms become more collaborative, they’re also becoming more specialized. The next economy will see a rise in branding networks—groups of “unbundled” companies cooperating across the value chain.Three basic models have emerged for managing brand collaboration: 1) the one-stop shop, 2)the brand agency, and 3) the integrated marketing team. Choose any one or create a combination.Speak in prototypes. Prototypes cut through marketing red tape and let gut feeling talk to gut feeling.
殺生丸对本书的所有笔记 · · · · · ·
DIFFERENTIATE To begin building your brand, ask yourself three questions: 1) Who are yo...
COLLABORATE Over time, specialists beat generalists. The winner is the brand that best ...
INNOVATE Itâ€™s design, not strategy, that ignites passion in people. And the magic behi...
VALIDATE The standard communication model is an antique. Transform your brand communica...
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