we-品牌动能报告（英文）-7页

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

2、fcultureandprevailingnormsofthemoment.COMPETITIONCRISISDirectcompetitorsandwhatyoudidn’tseecoming.It’snotif,it’swhen.STAKEHOLDERS’DESIRESWhatisittheywantandisthebrandlistening?“DISRUPTIONiswhathappenswhensomeonedoessomethingcleverthatmakesyouoryourWORS

3、ENEWS?companylookobsolete.DISLOCATIONiswhentheNOWYOUHAVEwholeenvironmentisbeingalteredsoquicklythateveryonestartstofeeltheycan’tkeepup.”EVENLESSCRAIGMUNDIEFormerChiefResearchandStrategyOfficer,Microsoft11.ThomasL.Friedman,ThankYouforBeingLate(NewYork:F

4、arrar,StrausandGiroux,2016).NOWHERE’STHEQUESTION:Areyoupropellingyourbrand?Issomething,someoneelse?Orisitboth?BRANDSINMOTIONPAGE2BRANDPOSITIONTHEDANGEROFASSUMESYOURBRANDISMOVINGTOAFIXEDDESTINATION.THATTHEREISASTATICPOSITIONPLACE—THATONCEYOUARRIVE,YOU’R

5、ESUCCESSFUL.INTODAY’SENVIRONMENT,THAT’SSIMPLYNOTTHECASE.WHATISMOTION?Motionistherelationshipbetweenforcesyourbrandexertsvs.forcesthatarebeingexerteduponyourbrand.TOUNDERSTANDMOTIONANDWEMAPPED:WESTUDIED:3MARKETS:CHINA

6、UK

7、US4,500consumersineachmarket1,00

8、0B2Bdecision-makersineachmarketRATIONALDRIVERSEMOTIONALDRIVERS1. ExecutiveBehavior1. CustomerExperience8CATEGORIES2. Innovative2. DefendorShame1. Computingdevices&relatedsoftware/hardware3. IntenttoPurchase3. Disappeared2.Smarthome4. Necessary4. Love/H

9、ate3. Automotive5. FinancialPerformance5. OverallImpression4.Financeand/orbanking6. IndustryLeader6. SocialImpact5. Healthandwellness7. Quality7. Buzz6.Alcoholicbeverages8. Responsible8. Forgive/NotForget7. Technologysolutionsforbusinesses9. Value9. Li

10、feImpact8.Healthcaresolutionsandproviders10. EasytoWorkWith10. SharedValuesANDWHATDIDWEFIND?Fourrealities,anabundanceofinterestingdatapointsandaMotionMatrixBRANDSINMOTIONPAGE3REALITY#1StabilityisanelementofmotionEvenintimesofrapidupheav