ManagingBrandsinChallengingTimesDr.RoyceYuenVisitingAssociateProfessor,HKUChairman,OgilvyHongKongChairman,HK4AsValueofBrandiswidelyrecognizedInmid-2002,thestockmarketvalueofCoca-ColawasUS$136billionYetthebookvaluewasonlyUS$10.5billionEstimatedvalueofCoca-ColabrandnamewasUS$70billion,welloverhalfofitsintangiblevalueYetbuildingbrandhasneverbeenmorechallenging!TwoMajorFactorsTwoMajorFactors "Ordinarypeoplecanspreadgoodandbadinformationaboutbrandsfasterthanmarketers."

RayJohnson

ThisisparticularlytrueintheInternetAgeWordsofmouthbecomeswordsofmouseKryptoniteThe“unbreakablebonds”Thehitthataffectstheworld“Abrandismorethanalogo.Abrandisapromise.””-MikeHollandThetrustisgone!Asaresult……ConsumersarebecomingmoreskepticalHowcanbrandswinbacktheheartofconsumers?HintNumberOneUnderpromise,overdeliverHintNumberTwoDowhatmatterstoconsumers,notyouFocusonconsumerinsightCase-AcuvueHintNumberThreeManageallthestakeholdersAuthorizersBusinesspartnersExternalinfluencersCustomersGovernmentRegulatorsBoardofDirectorsProfessionalsocietiesShareholdersDemographicsMarketsegmentsGeographyHighvalueMassEmployeesUnionsSuppliersDistributorsServiceprovidersActivistgroupsJournalistsExpertsAnalystsCommunitygroupsTheStakeholderUniverseHintNumberFourTakepromptanddecisiveactionHintNumberFiveRespectthelocalcultureAndbesensitiveabout“howyousayit”Andbesensitiveabout“howyousayit”HintNumberSixBesensitivetopoliticalimplicationsTheMarcoPoloBridge(luguoqiao)IncidentmarkedthebeginningoftheSino-JapaneseWar(1937–1945)WhatisacceptableinonecountrymaynotbeacceptableinanothercountryWhatmaybehumourouscanbeseenasanoffenseHintNumberSevenIt’snotonlywhatyoudo,it’salsowhatyoudon’tdoHintNumberEightDon’ttrytopleaseeverybodyYouwillenduppleasingnobodyTheWorldCarthatdropsoutfromtheworldBerelevantCowboyisCOOL!HintNumberNineBerelevantWell……maybe!BerelevantHintNumberTenSocialvalueofbrandArebrandsgoodforbusiness,badforsociety?BeingsociallyresponsibleisdifferentfrombeingapassivedonorBeingsociallyresponsibleisdifferentfrombeingapassivedonorCSRhastotieinwiththerolethatthebrandplaysinsocietyFirstcoverage-out8thJan-CloserMagazine(wkly)ThankYou9、靜夜四無無鄰，荒居居舊業(yè)貧。。。12月-2212月-22Saturday,December24,202210、雨中黃葉葉樹，燈下下白頭人。。。05:09:2005:09:2005:0912/24/20225:09:20AM11、以以我我獨(dú)獨(dú)沈沈久久，，愧愧君君相相見見頻頻。。。。12月月-2205:09:2005:09Dec-2224-Dec-2212、故故人人江江海海別別，，幾幾度度隔隔山山川川。。。。05:09:2005:09:2005:09Saturday,December24,202213、乍見翻翻疑夢，，相悲各各問年。。。12月-2212月-2205:09:2005:09:20December24,202214、他鄉(xiāng)鄉(xiāng)生白白發(fā)，，舊國國見青青山。。。24十十二二月20225:09:20上上午05:09:2012月月-2215、比不不了得得就不不比，，得不不到的的就不不要。。。。十二月月225:09上上午午12月月-2205:09December24,202216、行動(dòng)出成成果，工作作出財(cái)富。。。2022/12/245:09:2005:09:2024December202217、做前，能能夠環(huán)視四四周；做時(shí)時(shí)，你只能能或者最好好沿著以腳腳為起點(diǎn)的的射線向前前。。5:09:20上上午5:09上上午05:09:2012月-229、沒有失失敗，只只有暫時(shí)時(shí)停止成成功！。。12月-2212月-22Saturday,December24,202210、很多事事情努力力了未必必有結(jié)果果，但是是不努力力卻什么么改變也也沒有。。。05:09:2005:09:2005:0912/24/20225:09:20AM11、成功就是日日復(fù)一日那一一點(diǎn)點(diǎn)小小努努力的積累。。。12月-2205:09:2005:09Dec-2224-Dec-2212、世間成事，，不求其絕對對圓滿，留一一份不足，可可得無限完美美。。05:09:2005:09:2005:09Saturday,December24,202213、不不知知香香積積寺寺，，數(shù)數(shù)里里入入云云峰峰。。。。12月月-2212月月-2205:09:2005:09:20December24,202214、意意志志堅(jiān)堅(jiān)強(qiáng)強(qiáng)的的人人能能把把世世界界放放在在手手中中像像泥泥塊塊一一樣樣任任意意揉揉捏捏。。24十十二二月月20225:09:20上上午午05:09:2012月月-2215、楚塞三三湘接，，荊門九九派通。。。。十二月225:09上午午12月-2205:09December24,202216、少年十十五二十十時(shí)，步步行奪得得胡馬騎騎。。2022/12/245:09:2005:09:2024December202217、空山新雨后后，天氣晚來來秋。。5:09:20上午5:09上上午05:09:2012月-229、楊柳散和風(fēng)風(fēng)，青山澹吾吾慮。。12月-2212月-22Saturday,December24,202210、閱讀一切切好書如同同和過去最最杰出的人人談話。05:09:2005:09:2005:0912/24/20225:09:20AM11、越是沒有有本領(lǐng)的就就越加自命命不凡。12月-2205:09:2005:09Dec-2224-Dec-2212、越越是是無無能能的的人人，，越越喜喜歡歡挑挑剔剔別別人人的的錯(cuò)錯(cuò)兒兒。。05:09:2005:09:2005:09Saturday,December24,202213、知知人人者者智智，，自自知知者者明明。。勝勝人人者者有有力力，，自自勝勝者者強(qiáng)強(qiáng)。。12月月-2212月月-2205:09:2005:09:20December24,202214、意志堅(jiān)強(qiáng)的的人能把世界界放在手中像像泥塊一樣任任意揉捏。24十二月月20225:09:20上午05:09:2012月-2215、最具具挑戰(zhàn)戰(zhàn)性的的挑戰(zhàn)戰(zhàn)莫過過于提提升自自我。。。十二月月225:09上上午午12月月-2205:09December24,202216、業(yè)余余生活活要有有意義義，不不要越越軌。。2022/12/245:09:2005:09:2024December202217、一個(gè)人人即使已已登上頂頂峰，也也