簡(jiǎn)介
你的品牌代表什么？什么才能區(qū)別你和別的品牌？你能代表什么？你能獨(dú)一無二萬里挑一么？要知道一個(gè)代表著所有其他品牌都代表的東西的品牌其實(shí)什么都沒有代表。
If you tell me about service and quality and customer focus, you haven't answered my question, because a hundred other brands stand for that. If you are what others are, then there's nothing here to own or protect or build upon.
你的品牌代表什么？回答是服務(wù)、質(zhì)量或者"顧客至上"的人基本是沒有回答我的問題。因?yàn)槠渌S許多多的品牌都代表這那個(gè)。如果你也是他們那樣的話，那么在這里就沒有必要擁有、保護(hù)或者建立一個(gè)品牌。
Compared to what? Compared to all those that you compete with for attention, for commerce, for donations and for employees, what do you stand for? Are you one of a kind or even one in a million?
和什么比呢？和那些你與之在關(guān)注度、貿(mào)易、捐贈(zèng)以及員工方面競(jìng)爭(zhēng)的企業(yè)去比較。你代表什么呢？你是獨(dú)一無二的甚至及其稀有的么？
Hyatt, Marriott, Hilton... they don't actually stand for anything, do they? They can't, because they stand for precisely the same thing. Puma vs. Adidas vs. Nike... They all want to stand for winning. How substantial are the differences?
凱悅、萬豪、希爾頓......他們實(shí)際上不代表什么，是嗎？他們不能代表其他東西，是因?yàn)樗麄兦∏〈砹讼嗤臇|西。彪馬、阿迪達(dá)斯和耐克......他們都代表著勝利。那實(shí)質(zhì)性的差距又在哪兒呢？
Make a list of the differences and the extremes and start with that. A brand that stands for what all brands stand for stands for nothing much.
把他們的差距和極端都列出來，并就此開始自己的品牌。要知道一個(gè)代表著所有品牌所代表的品牌其實(shí)什么都沒有代表。
