-
It also kinds of reminds me of
这就让我联想起了
-
the Tortoise and the Hare, right
龟兔赛跑的故事
-
Yeah
是的
-
Brand marketing is the tortoises race
在比赛中品牌营销就类似乌龟
-
the hare is direct marketing or advertising
直销或广告就代表兔子
-
That's right
没错
-
You know, can be quick and you know
它的效果立竿见影
-
you could spend 5 millions dollars on a Superbowl ad
你可以花费500万美金制作一支“超级杯”广告
-
and reach everyone in one day
一天之内就会无人不晓
-
you know, but how long do we remember that
但是,我们能记得它多久
-
and how’s that resonating, what's the risk
它能否引起共鸣,风险是什么
-
Exactly
的确
-
Can you weigh in on what seems to be
你可以谈谈
-
the quintessential brand marketing play
品牌营销竞争中的最典型例子
-
today as we talk about it
我们当前谈论的
-
the Nike play and Colin Kaepernick
那就是耐克和科林•卡佩尼克
-
Okay so,
所以,
-
there are a few things that need to be understood about Nike
关于耐克我们首先要了解几点
-
Biggest one, you are not Nike, I am not Nike
最重要的一点,你不是耐克,我也不是
-
Nike is a bit of a special case
它是一个较特殊的案例
-
Number two, the vast majority of Nike’s future
第二点,在未来,也包括现在,
-
And its present, is overseas sales
耐克大部分的产品都是销往海外的
-
So they're showing up and they're saying
所以他们才能露面说
-
we're not Puma, we're not Adidas
我们不是彪马,也不是阿迪达斯
-
We are Nike
我们是耐克
-
Well you can't say that by pointing to your sneakers
你们就不能指着自己的运动鞋这样说
-
Because in a blind taste test, the sneakers are all the same
因为在盲味测试(品牌营销术语)中,所有的运动鞋都是一样的
-
Right? Unless you’ve an elite athlete
对吧?除非你们有一位精英运动员
-
It's about something else
那就另当别论了
-
Well, Colin Kaepernick is a signal, he's a symbol
科林•卡佩尼克就是一种标志
-
He stands for something
他象征着某种事物
-
And the other sneaker companies have been afraid to stand for
是其他运动鞋品牌没有胆量
-
what Colin Kaepernick stands for
去代表科林•卡佩尼克代表的东西
-
So, is it risky feeling to go into a divisive area of politics
因此,踏入一个分化区域会感到冒险吗?
-
That I don't think should be divisive but has become divisive
虽然我不觉得应该有分化,但事实的确发生了分化
-
Of course it feels risky
当然会觉得冒险
-
But it was brilliant
但同时也感觉很棒
-
It was brilliant because at the level Nike is playing now
因为以耐克目前的高度来看
-
the number of ways that they can stand for something
它代表事物的方式
-
anything is very small
是十分有限的
-
And here with just two words
它们只能说两个词
-
they were able to say us, him
即“我们”、“他”。
-
We stand for something
我们代表着某一事物
-
when you talk about Nike, you’re standing
当你谈论到耐克的时候,你在代表
-
You’ve talking about standing for something, right?
你在谈论它代表着某样事物,对吧?
-
And the stock market has reflected that
股票市场和市场份额
-
their market share has reflected that
都纷纷地反映出这一点
-
It's not easy for a brand to do something that singular
一个品牌想要做到与众不同是极不容易的
-
what's interesting is if Seagram's had done it
有趣的是如果施格兰、
-
Or Mattress firm had done it or some other advertisement….
席梦思或其他的广告之前和耐克做同样的事,
-
it wouldn’t work
就会行不通
-
because they didn't have the DNA to match it
因为他们没有跟耐克相同的基因
-
It would have been stunted, this wasn't a stunt
那样它的发展会受到阻碍
-
that people knew Nike said:
了解耐克的人会说:
-
Of course, it’s very natural for them to do that
当然,他们那样做是很自然地
-
Yeah, you're right,
是的,你说得没错,
-
they've been seeding the market from the beginning
他们从一开始就在市场中“播种”
-
you know, from youth sports all the ends on up
从年经人运动开始
-
and they've also been, you know the disruptor
他们一直都在继续,是颠覆者
-
if you wanna use that buzzy word in their industry
如果用他们的行业流行语来形容的话
-
trying to do stuff differently and shake up
做与众不同的事,不断革新
-
Yeah, when you and I were kids sneakers cost 8 dollars, right?
是啊,你我小时候一双运动鞋花费8美元,对吧?
-
So as a citizen,
所以作为公民,
-
I am thrilled that they've given this brave individual
看到他们为勇敢的人提供平台去讲出自己的想法,
-
a platform to speak his mind
我非常激动
-
as a marketer, a brand marketer I look at that and say
作为一名品牌营销人,看到这我不禁想说
-
If this is what the people at Nike truly believe
如果这是耐克员工所深信不疑的
-
is this where they're going
如果这是他们所追求的,
-
and it's a non cynical act on their part
而且并非出于愤世嫉俗
-
I have to applaud it
那我不得不为他们鼓掌
-
because the kind of person that is decrying this
因为那些谴责这一做法的人们
-
Psychographically isn't there a core audience
从心理图示上来看不是他们的核心观众
-
it's not what they look like how old they are, their income
并非因为他们的长相、年龄、收入
-
it's what they believe
而是他们的信仰
-
and they tend to not be
他们拒绝成为
-
an early adopter of fashion, that person
早期的时尚接受者
-
Well Nike is selling to the early adopter of fashion
在佩雷斯设柜以前, 耐克一直将产品
-
by the time their shoes are at Payless
卖给早期的时尚接受者
-
they're not making any money at that end of the curve
在曲线末端他们没有获得利润
-
they make money at the front of the curve
而却在曲线前端赚到了钱
-
And the front of the curve, the early adopters
也就是早期时尚接受者
-
There are people who are playing with new ideas in the culture
他们是一群喜欢文化新鲜创意的人
-
they're not people
而不是
-
who are trying to preserve old ideas in the culture
热衷于守旧的人
-
Let's talk about what could go wrong or could have gone wrong
让我们谈论一下可能出错或过去险些出错的地方
-
and maybe if we try this on another brand
以及如果我们把它应用到其他品牌
-
You know,
你知道
-
what can other brands learn from this particular case study
这一特殊案例能给其他品牌带来何种借鉴
-
you know, we stand for this, people like us do stuff like this
我们代表着这个,人们喜欢我们做这样的事
-
So let’s talk about the difference between logo and a brand
让我们来说一说商标和品牌之间的区别吧
-
Because companies spend way too much time on their logo
由于很多公司在商标上花费太多时间了
-
just like people on Youtube, too much time on their hair
就像Youtube视频网站的人花费太多时间在他们的头发上
-
I'm told they spend way too much time on their hair
有人告诉我他们在头发上花费太多的时间
-
If Nike opened a hotel
如果耐克开一家宾馆
-
I think we would be able to
我觉得我可以非常
-
guess pretty accurately what it would be like
准确地猜出它的样子
-
If Hyatt came out with sneakers
但如果凯悦酒店用运动鞋作为标志
-
We have no clue
就会很难想象
-
Because Hyatt doesn't have a brand, they have a logo
因为凯悦没有品牌,他们只有标志
-
If I swap the signs on a hotel,
如果不同酒店之间交换了标志,
-
at that price point It couldn't tell
我对价格是没有概念的
-
If you are Marriott, you are Hilton, you are Hyatt,
分辨不清到底是万豪酒店,希尔顿酒店还是凯悦酒店,
-
the hallway the moon
还是别的
-
I don't know where am I
我辨别不出自己在哪儿
-
no brand
因为没有品牌
-
So what it means to have a brand is
所以品牌的意义就在于
-
you made a promise to people
向人们做出一个承诺
-
they have expectations, it’s a shorthand
人们有所期待,便于快速记忆
-
what should I expect the next time
我期待的下一个产品样子应该是怎样
-
And if that is distinct, you've earned something
如果它是独特的,那么你则会赚得利润
-
if it's not the distinct, let's admit you make a commodity
如果不是,只能承认你制作了一个商品
-
And you are trying to charge
为追求心安,你能稍稍收取
-
just a little bit extra for peace of mind
一点额外费用
-
The problem that Hyatt and Hilton and Marriott
凯悦、希尔顿、万豪
-
and the rest have
以及其他酒店都存在的问题是
-
is sort by price
按价格分类
-
Because if I go online now
因为如果我现在上网
-
find a hotel it's really simple, sort by price
找一家酒店十分简单,按价格分类
-
why would I pay 200 dollars extra to go a block away
为什么我要多花费200美金去另一个街区呢
-
I don’t
我不会
-
So what's the value of a brand
所以品牌的价值在于什么
-
The value of a brand is how much extra am I paying
品牌的价值就是我对这一产品多花费了多少钱
-
above the substitute
相比与普通的替代品,
-
and if I'm not paying extra, you don't have a brand
如果我没有付额外费用,那么你就不是品牌
-
So when we think about what brands ought to do to move forward
所以每当我们设想下一步品牌该如何向前发展
-
the most important thing is to not worry about your slogan
最重要的事情不是去担心口号
-
your spokesperson, they’re wrapping
代言人,他们起的都是包装作用
-
It's to worry about the substance
应当去考虑的是实质
-
Work that matters for people who care
在乎这一品牌的人做事
-
find the people who care,
找到在乎它的人,
-
the smallest viable group you can live with
能够与品牌同在的最小可行性群体
-
And figure out how to give them work that matters
然后想办法做到对他们重要的事
-
So if we compare, if we’ve stung the hotel thing
如果比较的话,如果针对酒店来说的话
-
there are hotels these new chains of mini boutique hotels
现在有新型迷你精品酒店
-
They charge double
他们尽量收费加倍
-
What a Hyatt might charge
凯悦酒店怎么收费呢?
-
For less
他们会减少收费
-
But it’s only less by the Hyatt measure
但这种低仅仅是以其自己的方式来衡量
-
It's way more by the measure of someone
用其他人的方式衡量可能就很多了
-
who cares about the people in the lobby look like
谁会在乎前厅人员的相貌如何
-
who cares about how hip it feels to walk into the bar
谁又会在乎走进酒吧时臀部感觉如何
-
they're investing not in,
他们花钱不是为了
-
oh you get a room with three power outlets
得到有三个插座的房间
-
hey're investing in throwing a party in a place
而是为了拥有一个既能举行聚会,
-
where you also can sleep
又能在途中为人提供休息
-
while you're on the road
的地方
-
Those hotels have a brand
那些拥有自己品牌的酒店
-
and those hotels have some people pay extra for
人们会为其支付额外费用
-
but almost no one in the scheme of things
但如果没有,人们是不会这样做的