xpathcourse1.oss-cn-hangzhou.aliyuncs.com/.../this%20is%20marketing%20part%203.mp4

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