品牌动能报告（英文）

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1、YOURENVIRONMENT…ACCELERATEDBADNEWSYOUNEVERHADCONTROLREGULATORYENVIRONMENTORGANIZATIONALCULTUREKeepingupwithtoday’ssociopoliticalcomplexities.Culturetrumpsstrategy.ECONOMICSCULTURALZEITGEISTMixofleadingandlaggingindicators,creatinguncertainty.Theimpactofcultureandprevailingnormsofthemoment.COMPETIT

2、IONCRISISDirectcompetitorsandwhatyoudidn’tseecoming.It’snotif,it’swhen.STAKEHOLDERS’DESIRESWhatisittheywantandisthebrandlistening?“DISRUPTIONiswhathappenswhensomeonedoessomethingcleverthatmakesyouoryourWORSENEWS?companylookobsolete.DISLOCATIONiswhentheNOWYOUHAVEwholeenvironmentisbeingalteredsoquic

3、klythateveryonestartstofeeltheycan’tkeepup.”EVENLESSCRAIGMUNDIEFormerChiefResearchandStrategyOfficer,Microsoft11.ThomasL.Friedman,ThankYouforBeingLate(NewYork:Farrar,StrausandGiroux,2016).NOWHERE’STHEQUESTION:Areyoupropellingyourbrand?Issomething,someoneelse?Orisitboth?BRANDSINMOTIONPAGE2BRANDPOSI

4、TIONTHEDANGEROFASSUMESYOURBRANDISMOVINGTOAFIXEDDESTINATION.THATTHEREISASTATICPOSITIONPLACE—THATONCEYOUARRIVE,YOU’RESUCCESSFUL.INTODAY’SENVIRONMENT,THAT’SSIMPLYNOTTHECASE.WHATISMOTION?Motionistherelationshipbetweenforcesyourbrandexertsvs.forcesthatarebeingexerteduponyourbrand.TOUNDERSTANDMOTIONANDW

5、EMAPPED:WESTUDIED:3MARKETS:CHINA

6、UK

7、US4,500consumersineachmarket1,000B2Bdecision-makersineachmarketRATIONALDRIVERSEMOTIONALDRIVERS1. ExecutiveBehavior1. CustomerExperience8CATEGORIES2. Innovative2. DefendorShame1. Computingdevices&relatedsoftware/hardware3. IntenttoPurchase3. Disappeared2.Smarthom

8、e4. Necessary4. Love/Hate3. Automotive5. FinancialPerformance5. OverallImpression4.Financeand/orbanking6. IndustryLeader6. SocialImpact5. Healthandwellness7. Quality7. Buzz6.Alcoholicbeverages8. Responsible8. Forgive/NotForget7. Technologysolutionsforbusinesses9. Value9. LifeImpact8.Healthcaresolu

9、tionsandproviders10. EasytoWorkWith10. SharedValuesANDWHATDIDWEFIND?Fourrealities,anabundanceofinterestingdatapointsandaMotionMatrixBRANDSINMOTIONPAGE3REALITY#1StabilityisanelementofmotionEvenintimesofrapidupheav