1
00:00:00,600 --> 00:00:02,190
It also kinds of reminds me of 
这就让我联想起了

2
00:00:02,190 --> 00:00:03,648
the Tortoise and the Hare, right
龟兔赛跑的故事

3
00:00:03,648 --> 00:00:04,452
Yeah
是的

4
00:00:04,452 --> 00:00:07,393
Brand marketing is the tortoises race
在比赛中品牌营销就类似乌龟

5
00:00:07,393 --> 00:00:09,781
the hare is direct marketing or advertising
直销或广告就代表兔子

6
00:00:09,781 --> 00:00:10,950
That's right 
没错

7
00:00:10,950 --> 00:00:12,925
You know, can be quick and you know 
它的效果立竿见影

8
00:00:12,925 --> 00:00:14,975
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

9
00:00:14,975 --> 00:00:18,007
and reach everyone in one day 
一天之内就会无人不晓

10
00:00:18,007 --> 00:00:20,361
you know, but how long do we remember that 
但是，我们能记得它多久

11
00:00:20,361 --> 00:00:22,284
and how’s that resonating, what's the risk
它能否引起共鸣，风险是什么

12
00:00:22,284 --> 00:00:24,069
Exactly
的确

13
00:00:24,069 --> 00:00:26,463
Can you weigh in on what seems to be 
你可以谈谈

14
00:00:26,463 --> 00:00:28,929
the quintessential brand marketing play 
品牌营销竞争中的最典型例子

15
00:00:28,929 --> 00:00:30,562
today as we talk about it
我们当前谈论的

16
00:00:30,562 --> 00:00:33,223
the Nike play and Colin Kaepernick 
那就是耐克和科林•卡佩尼克

17
00:00:33,223 --> 00:00:34,349
Okay so, 
所以，

18
00:00:34,349 --> 00:00:37,640
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

19
00:00:37,640 --> 00:00:40,259
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

20
00:00:40,259 --> 00:00:42,939
Nike is a bit of a special case 
它是一个较特殊的案例

21
00:00:42,939 --> 00:00:46,299
Number two, the vast majority of Nike’s future
第二点，在未来，也包括现在，

22
00:00:46,299 --> 00:00:50,109
And its present, is overseas sales
耐克大部分的产品都是销往海外的

23
00:00:50,109 --> 00:00:53,099
So they're showing up and they're saying 
所以他们才能露面说

24
00:00:53,115 --> 00:00:55,235
we're not Puma, we're not Adidas 
我们不是彪马，也不是阿迪达斯

25
00:00:55,235 --> 00:00:56,794
We are Nike
我们是耐克

26
00:00:56,794 --> 00:01:00,085
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

27
00:01:00,085 --> 00:01:03,636
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

28
00:01:03,636 --> 00:01:05,895
Right? Unless you’ve an elite athlete
对吧？除非你们有一位精英运动员

29
00:01:05,895 --> 00:01:07,489
It's about something else
那就另当别论了

30
00:01:07,489 --> 00:01:11,264
Well, Colin Kaepernick is a signal, he's a symbol 
科林•卡佩尼克就是一种标志

31
00:01:11,264 --> 00:01:13,899
He stands for something
他象征着某种事物

32
00:01:13,899 --> 00:01:17,939
And the other sneaker companies have been afraid to stand for 
是其他运动鞋品牌没有胆量

33
00:01:17,939 --> 00:01:20,127
what Colin Kaepernick stands for
去代表科林•卡佩尼克代表的东西

34
00:01:20,127 --> 00:01:25,279
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？

35
00:01:25,279 --> 00:01:28,391
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

36
00:01:28,391 --> 00:01:30,401
Of course it feels risky
当然会觉得冒险

37
00:01:30,411 --> 00:01:31,889
But it was brilliant
但同时也感觉很棒

38
00:01:31,889 --> 00:01:35,805
It was brilliant because at the level Nike is playing now 
因为以耐克目前的高度来看

39
00:01:35,805 --> 00:01:38,015
the number of ways that they can stand for something 
它代表事物的方式

40
00:01:38,015 --> 00:01:39,502
anything is very small 
是十分有限的

41
00:01:39,502 --> 00:01:42,322
And here with just two words 
它们只能说两个词

42
00:01:42,322 --> 00:01:45,352
they were able to say us, him
即“我们”、“他”。

43
00:01:45,352 --> 00:01:47,450
We stand for something 
我们代表着某一事物

44
00:01:47,450 --> 00:01:51,062
when you talk about Nike, you’re standing
当你谈论到耐克的时候，你在代表

45
00:01:51,062 --> 00:01:53,822
You’ve talking about standing for something, right?
你在谈论它代表着某样事物，对吧？

46
00:01:53,822 --> 00:01:56,942
And the stock market has reflected that
股票市场和市场份额

47
00:01:56,942 --> 00:01:59,282
their market share has reflected that
都纷纷地反映出这一点

48
00:01:59,282 --> 00:02:02,392
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

49
00:02:02,406 --> 00:02:05,369
what's interesting is if Seagram's had done it
有趣的是如果施格兰、

50
00:02:05,369 --> 00:02:09,718
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，

51
00:02:09,718 --> 00:02:10,745
it wouldn’t work
就会行不通

52
00:02:10,745 --> 00:02:13,905
because they didn't have the DNA to match it 
因为他们没有跟耐克相同的基因

53
00:02:13,905 --> 00:02:16,185
It would have been stunted, this wasn't a stunt 
那样它的发展会受到阻碍

54
00:02:16,185 --> 00:02:17,795
that people knew Nike said: 
了解耐克的人会说：

55
00:02:17,795 --> 00:02:20,312
Of course, it’s very natural for them to do that
当然，他们那样做是很自然地

56
00:02:20,312 --> 00:02:21,352
Yeah, you're right, 
是的，你说得没错，

57
00:02:21,352 --> 00:02:23,888
they've been seeding the market from the beginning
他们从一开始就在市场中“播种”

58
00:02:23,888 --> 00:02:26,407
you know, from youth sports all the ends on up 
从年经人运动开始

59
00:02:26,407 --> 00:02:30,645
and they've also been, you know the disruptor 
他们一直都在继续，是颠覆者

60
00:02:30,645 --> 00:02:33,108
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

61
00:02:33,108 --> 00:02:35,405
trying to do stuff differently and shake up
做与众不同的事，不断革新

62
00:02:35,405 --> 00:02:39,017
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？

63
00:02:39,017 --> 00:02:40,638
So as a citizen,
所以作为公民，

64
00:02:40,638 --> 00:02:44,898
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，

65
00:02:44,898 --> 00:02:46,831
a platform to speak his mind 
我非常激动

66
00:02:46,831 --> 00:02:50,303
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

67
00:02:50,303 --> 00:02:52,568
If this is what the people at Nike truly believe 
如果这是耐克员工所深信不疑的

68
00:02:52,568 --> 00:02:54,462
is this where they're going 
如果这是他们所追求的，

69
00:02:54,462 --> 00:02:56,494
and it's a non cynical act on their part
而且并非出于愤世嫉俗

70
00:02:56,494 --> 00:02:58,248
I have to applaud it
那我不得不为他们鼓掌

71
00:02:58,248 --> 00:03:04,219
because the kind of person that is decrying this
因为那些谴责这一做法的人们

72
00:03:04,219 --> 00:03:09,441
Psychographically isn't there a core audience
从心理图示上来看不是他们的核心观众

73
00:03:09,441 --> 00:03:12,085
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

74
00:03:12,085 --> 00:03:13,954
it's what they believe 
而是他们的信仰

75
00:03:13,954 --> 00:03:16,184
and they tend to not be 
他们拒绝成为

76
00:03:16,184 --> 00:03:18,960
an early adopter of fashion, that person
早期的时尚接受者

77
00:03:18,960 --> 00:03:21,709
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

78
00:03:21,709 --> 00:03:23,916
by the time their shoes are at Payless 
卖给早期的时尚接受者

79
00:03:23,916 --> 00:03:26,437
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

80
00:03:26,437 --> 00:03:28,256
they make money at the front of the curve
而却在曲线前端赚到了钱

81
00:03:28,256 --> 00:03:30,039
And the front of the curve, the early adopters 
也就是早期时尚接受者

82
00:03:30,039 --> 00:03:34,639
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

83
00:03:34,639 --> 00:03:35,867
they're not people 
而不是

84
00:03:35,867 --> 00:03:38,118
who are trying to preserve old ideas in the culture
热衷于守旧的人

85
00:03:38,118 --> 00:03:41,598
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

86
00:03:41,598 --> 00:03:45,210
and maybe if we try this on another brand
以及如果我们把它应用到其他品牌

87
00:03:45,210 --> 00:03:46,622
You know,
你知道

88
00:03:46,622 --> 00:03:50,189
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

89
00:03:50,189 --> 00:03:54,325
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

90
00:03:54,325 --> 00:03:57,515
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

91
00:03:57,515 --> 00:04:01,330
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

92
00:04:01,330 --> 00:04:04,525
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

93
00:04:04,525 --> 00:04:08,185
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

94
00:04:08,185 --> 00:04:11,321
If Nike opened a hotel
如果耐克开一家宾馆

95
00:04:11,321 --> 00:04:13,428
I think we would be able to
我觉得我可以非常

96
00:04:13,428 --> 00:04:16,958
guess pretty accurately what it would be like
准确地猜出它的样子

97
00:04:16,958 --> 00:04:19,910
If Hyatt came out with sneakers
但如果凯悦酒店用运动鞋作为标志

98
00:04:19,910 --> 00:04:22,094
We have no clue
就会很难想象

99
00:04:22,094 --> 00:04:26,864
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

100
00:04:26,864 --> 00:04:29,259
If I swap the signs on a hotel, 
如果不同酒店之间交换了标志，

101
00:04:29,259 --> 00:04:31,999
at that price point It couldn't tell
我对价格是没有概念的

102
00:04:31,999 --> 00:04:35,301
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，

103
00:04:35,301 --> 00:04:37,131
the hallway the moon
还是别的

104
00:04:37,131 --> 00:04:38,794
I don't know where am I 
我辨别不出自己在哪儿

105
00:04:38,794 --> 00:04:39,946
no brand
因为没有品牌

106
00:04:39,946 --> 00:04:42,746
So what it means to have a brand is 
所以品牌的意义就在于

107
00:04:42,746 --> 00:04:45,376
you made a promise to people
向人们做出一个承诺

108
00:04:45,376 --> 00:04:47,226
they have expectations, it’s a shorthand
人们有所期待，便于快速记忆

109
00:04:47,226 --> 00:04:48,974
what should I expect the next time
我期待的下一个产品样子应该是怎样

110
00:04:48,974 --> 00:04:53,904
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

111
00:04:53,904 --> 00:04:56,844
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

112
00:04:56,844 --> 00:04:58,311
And you are trying to charge
为追求心安，你能稍稍收取

113
00:04:58,311 --> 00:05:00,103
just a little bit extra for peace of mind
一点额外费用

114
00:05:00,103 --> 00:05:04,454
The problem that Hyatt and Hilton and Marriott 
凯悦、希尔顿、万豪

115
00:05:04,454 --> 00:05:06,309
and the rest have
以及其他酒店都存在的问题是

116
00:05:06,309 --> 00:05:08,035
is sort by price
按价格分类

117
00:05:08,035 --> 00:05:10,054
Because if I go online now 
因为如果我现在上网

118
00:05:10,054 --> 00:05:13,413
find a hotel it's really simple, sort by price 
找一家酒店十分简单，按价格分类

119
00:05:13,413 --> 00:05:17,236
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

120
00:05:17,236 --> 00:05:18,597
I don’t
我不会

121
00:05:18,597 --> 00:05:20,956
So what's the value of a brand 
所以品牌的价值在于什么

122
00:05:20,956 --> 00:05:23,765
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

123
00:05:23,765 --> 00:05:27,252
above the substitute 
相比与普通的替代品，

124
00:05:27,252 --> 00:05:29,635
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

125
00:05:29,635 --> 00:05:33,875
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

126
00:05:33,875 --> 00:05:38,521
the most important thing is to not worry about your slogan
最重要的事情不是去担心口号

127
00:05:38,521 --> 00:05:41,858
your spokesperson, they’re wrapping
代言人，他们起的都是包装作用

128
00:05:41,858 --> 00:05:43,780
It's to worry about the substance
应当去考虑的是实质

129
00:05:43,780 --> 00:05:47,161
Work that matters for people who care 
在乎这一品牌的人做事

130
00:05:47,161 --> 00:05:48,382
find the people who care, 
找到在乎它的人，

131
00:05:48,382 --> 00:05:50,446
the smallest viable group you can live with
能够与品牌同在的最小可行性群体

132
00:05:50,446 --> 00:05:54,385
And figure out how to give them work that matters
然后想办法做到对他们重要的事

133
00:05:54,385 --> 00:05:57,110
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

134
00:05:57,110 --> 00:06:00,829
there are hotels these new chains of mini boutique hotels
现在有新型迷你精品酒店

135
00:06:00,829 --> 00:06:03,442
They charge double
他们尽量收费加倍

136
00:06:03,442 --> 00:06:05,265
What a Hyatt might charge
凯悦酒店怎么收费呢？

137
00:06:05,265 --> 00:06:07,214
For less
他们会减少收费

138
00:06:07,214 --> 00:06:09,953
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

139
00:06:09,953 --> 00:06:13,500
It's way more by the measure of someone 
用其他人的方式衡量可能就很多了

140
00:06:13,500 --> 00:06:16,279
who cares about the people in the lobby look like 
谁会在乎前厅人员的相貌如何

141
00:06:16,279 --> 00:06:19,749
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

142
00:06:19,749 --> 00:06:22,075
they're investing not in,
他们花钱不是为了

143
00:06:22,075 --> 00:06:25,197
oh you get a room with three power outlets 
得到有三个插座的房间

144
00:06:25,197 --> 00:06:27,482
hey're investing in throwing a party in a place
而是为了拥有一个既能举行聚会，

145
00:06:27,482 --> 00:06:28,700
where you also can sleep 
又能在途中为人提供休息

146
00:06:28,700 --> 00:06:30,508
while you're on the road
的地方

147
00:06:30,508 --> 00:06:32,450
Those hotels have a brand 
那些拥有自己品牌的酒店

148
00:06:32,450 --> 00:06:35,555
and those hotels have some people pay extra for 
人们会为其支付额外费用

149
00:06:35,555 --> 00:06:38,266
but almost no one in the scheme of things
但如果没有，人们是不会这样做的