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