The Brand Gap的笔记(23)

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  • 殺生丸

    殺生丸 (杀杀杀杀)

    CULTIVATE Your business is not an entity but a living organism. Ditto your brand. Alignment, not consistency, is the basis of a living brand. A living brand is a never-ending play, and every person in the company is an actor. People see the play whenever they experience the brand, and then they tell others. Every brand contributor should develop a personal shockproof brandometer. No decis...

    2014-05-06 22:21

  • 殺生丸

    殺生丸 (杀杀杀杀)

    VALIDATE The standard communication model is an antique. Transform your brand communication from a monologue to a dialogue by getting feedback. Feedback, i.e. audience research, can inspire and validate innovation. Research has gotten an unfair rap from the creative community. Though bad research can be like looking at the road in a rearview mirror, good research can get brands out of rev...

    2014-05-06 22:17

  • 殺生丸

    殺生丸 (杀杀杀杀)

    INNOVATE It’s design, not strategy, that ignites passion in people. And the magic behind better design and better business is innovation. Radical innovation has the power to render competition obsolete. The innovator’s mantra: when everyone zigs, zag. How do you know when an idea is innovative? When it scares the hell out of you. Expect innovation from people outside the company, or ...

    2014-05-06 22:10

  • 殺生丸

    殺生丸 (杀杀杀杀)

    COLLABORATE Over 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...

    2014-05-06 22:09

  • 殺生丸

    殺生丸 (杀杀杀杀)

    COLLABORATE Over 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...

    2014-05-06 22:00

  • 殺生丸

    殺生丸 (杀杀杀杀)

    DIFFERENTIATE To begin building your brand, ask yourself three questions: 1) Who are you? 2) What do you do? 3) Why does it matter? Our brains filter out irrelevant information, letting in only what's different and useful. Tell me again, why does your product matter? Differentiation has evolved from a focus on "what it is," to "what it does," to "how you'll feel,&...

    2014-05-06 21:26

  • 殺生丸

    殺生丸 (杀杀杀杀)

    On Branding A brand is a person’s gut feeling about a product, service, or company. It’s not what you say it is. It’s what THEY say it is. Branding is the process of connecting good strategy with good creativity. It’s not the process of connecting good strategy with poor creativity, poor strategy with good creativity, or poor strategy with poor creativity. The foundation of brand is t...

    2014-04-30 22:27

  • 殺生丸

    殺生丸 (杀杀杀杀)

    DISCIPLINE 5: CULTIVATE THE LIVING BRAND Business is a process, not an entity. Successful businesses are those that continually adapt to changes in the marketplace, the industry, the economy, and the culture. They behave more like organisms than organizations, shifting and growing and dividing and combining as needed. Unlike the old corporate identity paradigm that prized uniformity and consiste...

    2014-04-30 22:02

  • 殺生丸

    殺生丸 (杀杀杀杀)

    2014-04-30 21:56

  • 殺生丸

    殺生丸 (杀杀杀杀)

    Aristotle was a born brander. He believed that “perception starts with the eye,” and that “the greatest thing by far is to be a master of metaphor.” These two principles create the basis of brand icons. Cognitive scientists estimate that more than half of the brain is dedicated to the visual system, adding weight to the argument that a trademark should be strongly visual. Yet it can also in...

    2014-04-30 21:47

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The Brand Gap

>The Brand Gap