This document provides an overview of branding as a system and how the local meets the global through three examples. It discusses how brands like Apple and Google have developed strong cultures that drive their identities and success through visionary or team-driven approaches. It also examines the visible and invisible facets of branding, with the invisible elements like corporate culture and the mindset of leaders being the "secret and fatal weapon" that determines a brand's sustainability and ability to adapt to the future.
When NOT to Follow User-Centered Design TechniquesSteve Portigal
This invited panel brings together several high-profile members of the HCI community for an exciting, if not controversial, discussion and debate. Each is well versed in the principles and best practices of user-centered design, user experience research, and design innovation. How do they respond to the emerging topic of when NOT to use conventional user-centered design techniques? Speakers: Anthony Andre, Interface Analysis Associates; Jay Elkerton, Emerson Process Management; Steve Portigal, Portigal Consulting; Cordell Ratzlaff, Cisco; Dan Saffer, Kicker Studio; Dan Rosenberg, SAP
Pretotyping: Crash Test Your Idea - ITESCIA 2015-2016 (English Version)André De Sousa
Generally speaking, when launching a new product in mind to create a startup, most of the time, we stay inside the "garage" without looking at the market or customers.
Are you sure you're creating the right product?
The pretotyping is a method that could be complementary to Lean Startup to validate that you are creating the right product before creating it well.
Entrepreneurship training ITESCIA 2015 - 2016
Yog Power Studio Pvt ltd corporate yoga seminars. How we conduct and why it is necessary for employees. This is a new start towards bright future of every employee.
When NOT to Follow User-Centered Design TechniquesSteve Portigal
This invited panel brings together several high-profile members of the HCI community for an exciting, if not controversial, discussion and debate. Each is well versed in the principles and best practices of user-centered design, user experience research, and design innovation. How do they respond to the emerging topic of when NOT to use conventional user-centered design techniques? Speakers: Anthony Andre, Interface Analysis Associates; Jay Elkerton, Emerson Process Management; Steve Portigal, Portigal Consulting; Cordell Ratzlaff, Cisco; Dan Saffer, Kicker Studio; Dan Rosenberg, SAP
Pretotyping: Crash Test Your Idea - ITESCIA 2015-2016 (English Version)André De Sousa
Generally speaking, when launching a new product in mind to create a startup, most of the time, we stay inside the "garage" without looking at the market or customers.
Are you sure you're creating the right product?
The pretotyping is a method that could be complementary to Lean Startup to validate that you are creating the right product before creating it well.
Entrepreneurship training ITESCIA 2015 - 2016
Yog Power Studio Pvt ltd corporate yoga seminars. How we conduct and why it is necessary for employees. This is a new start towards bright future of every employee.
"Why Apple can create blockbusters?" ~ Re-think: Product PlanningTAKA KONDO
Many companies conduct product management without product planning.
They copy a product which is originally designed by other companies, and modify it.
They strive to survey technology/market trends and roadmaps from leading companies/giant research firms.
And they enhance the variety of functions and/or the numbers to make their spec table better.
They love to swim in the ‘red ocean’.
Apple is one of the companies which is carrying out product planning as well as product management.
It often enters the market very late, but re-creates the market itself.
Apple strives to understand what the user-experiences the customer looks for, values, and needs,
and re-invents the product category to make customers’ lifestyle better.
Apple loves to make her heart sing with her product.
"Why Apple can create blockbusters?" ~ Re-think: Product PlanningTaka Kondo
Many companies conduct product management without product planning.
They copy a product which is originally designed by other companies, and modify it.
They strive to survey technology/market trends and roadmaps from leading companies/giant research firms.
And they enhance the variety of functions and/or the numbers to make their spec table better.
They love to swim in the ‘red ocean’.
Apple is one of the companies which is carrying out product planning as well as product management.
It often enters the market very late, but re-creates the market itself.
Apple strives to understand what the user-experiences the customer looks for, values, and needs,
and re-invents the product category to make customers’ lifestyle better.
Apple loves to make her heart sing with her product.
Presentation about the 2014 Techmission Program.
Powered by: Brazil Innovators, Apex Brasil, Startups and 500Startups mentorship.
Location: Silicon Valley - San Franscisco
Rodrigo Dantas - Vindi
"Why Apple can create blockbusters?" ~ Re-think: Product PlanningTAKA KONDO
Many companies conduct product management without product planning.
They copy a product which is originally designed by other companies, and modify it.
They strive to survey technology/market trends and roadmaps from leading companies/giant research firms.
And they enhance the variety of functions and/or the numbers to make their spec table better.
They love to swim in the ‘red ocean’.
Apple is one of the companies which is carrying out product planning as well as product management.
It often enters the market very late, but re-creates the market itself.
Apple strives to understand what the user-experiences the customer looks for, values, and needs,
and re-invents the product category to make customers’ lifestyle better.
Apple loves to make her heart sing with her product.
"Why Apple can create blockbusters?" ~ Re-think: Product PlanningTaka Kondo
Many companies conduct product management without product planning.
They copy a product which is originally designed by other companies, and modify it.
They strive to survey technology/market trends and roadmaps from leading companies/giant research firms.
And they enhance the variety of functions and/or the numbers to make their spec table better.
They love to swim in the ‘red ocean’.
Apple is one of the companies which is carrying out product planning as well as product management.
It often enters the market very late, but re-creates the market itself.
Apple strives to understand what the user-experiences the customer looks for, values, and needs,
and re-invents the product category to make customers’ lifestyle better.
Apple loves to make her heart sing with her product.
Presentation about the 2014 Techmission Program.
Powered by: Brazil Innovators, Apex Brasil, Startups and 500Startups mentorship.
Location: Silicon Valley - San Franscisco
Rodrigo Dantas - Vindi
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
1. Brand as a System:
The Local meets the Global
Fang Wan, Ph.D.
Professor of Marketing
Ross Johnson Research Fellow
Asper School of Business
University of Manitoba, Canada
The 5th International Research Symposium on Branding in
Emergent Markets, Dec 10, Nanjing
3. Managerial Hat
Brand China Planning and Strategy Institute
品牌中国规划院理事,海外部长,中国
Executive Committee Member of Einstein Legacy Project 爱因斯坦品
牌执行董事, 以色列
Founder, Book Club of Chinese Chamber of Commerce, 加拿大
华商会读书会创始人
Co-founder, Fella Club, 成都FELLA学社联合创始人
Co-founder, Branding Thought and Action, 品牌思为俱乐部联合
创始人,清华大数据协会
4. 我的穿梭 My Journey
品牌实战
Brand Practice
品牌理论
Brand Theory
品牌实战家
Coach
品牌学者
Researcher
西方
West
中国
China
世界
Global
9. 9
Part of My job during the past few years:
Decoding/coaching
Learning/imitation/emulation/Innovation
10. 洞见 insight
真相 truth
新的视角 new
多元视角 diverse perspectives
整合,运用, 落地
Integrate, landing
开脑洞
open up mind
执行,跟踪, 反思
Execute, track, reflect
My
Intentions:
我的框架
19. Great Companies:
Blend Strong Culture with
Structure, Iconic, Impactful,
Soulful
Good Companies:
Differentiation, Efficiency
Mediocre Companies:
Undifferentiated, market nice
What kind of brands sustain to the future?
Sustainable
Future
22. What is Apple selling?
22
We make beautiful
computers. They are
beautifully designed.
Simple to use and user
friendly.
Wanna buy me?
Everything we do we
believe in changing the
status quo. We believe in
thinking thoroughly.
The way we challenge
status quo is by making
our products beautifully
designed, simple to use.
We happen to make
great computers
VS
29. Apple on the Inside
Apple's really efficient and very impersonal when it comes to
making decisions [about killing a product]. There is never any
illusion about what the company's focus is and that comes
from the top, that came from people like Steve and Scott
[Forstall, head of iPhone software], formerly [software chief]
Bertrand [Serlet], Tim Cook, everybody, they know what
Apple is supposed to be doing and the other side of that is
they know what Apple is doing, they actually know what's
going on in their back yards.”
- Former employee commenting to the Guardian Newspaper
30. Apple on the Inside
“[Jobs] was hands-on in a way I've never seen anywhere else, and it
must have been exhausting and time-consuming for him.
These were nail-biting occasions for us. We'd wait in our office to
hear the verdict while the designer presented behind closed doors.
Several times he never even got as far as showing off the features
we'd been slaving over because Steve would immediately focus on a
bad visual element in the interface. Whether it was an ugly button, a
miss-aligned font, or a control panel with too many buttons, we'd
never recover. All our work under the hood meant nothing, he had
seen enough and we'd failed...it took me time to realise how
effective his method was. Because we knew any surface sloppiness
would negate everything else we did, the user experience became
the true top priority.”
-Former employee comment to the Guardian Newspaper
31. Apple on the Inside
“Steve Jobs has been described as "brilliant" and "mean" in
the same breath. Brilliant because of his insight and vision,
mean because he would let you know if your ideas weren't
insightful or visionary.”
- Former employee comment to the Guardian Newspaper
“After looking at many different materials [for Apple’s new
retail store], Jobs finally decided on a type of limestone called
Pietra Serena that comes from a region of Italy near Florence.
Although they could only find 5,000 square feet of the color
Jobs liked, he insisted that 1,000 square feet of it be flown to
Cupertino for his personal inspection.”
– Employee comment in Business Week
41. Brand Core Values (e.g. Google)
1. Focus on the user and all else will follow.
2. It’s best to do one thing really, really well.
3. Fast is better than slow.
4. Democracy on the web works.
5. You don’t need to be at your desk to need an answer.
6. You can make money without doing evil.
7. There’s always more information out there.
8. The need for information crosses all borders.
9. You can be serious without a suit.
10. Great just isn’t good enough.
Dr Wan_PA Brand Exercise
52. Google’s Organization Structure
谷歌公司结构
Senior Management
Middle Management
Engineers/Employees
Peer to peer vs.
manager to minion
自我管理
Inspirational and
caring vs. managing
启发激励vs.管理
53. Transforming Geniuses into Happy Teams
Soul
Well-being
Money
Body
Competence
Motivation
people
Culture:
Processes
Policies
Structure
Culture is scientifically designed and executed to
ensure growth of talents
54. Google Innovation DNA: 基因
集体天才:集体主义文化+个性创新文化
Collective genius: True asset of Google is its talent pool and
the culture to nurture and motivate the talents.
创新=工程师主导+自由+民主(好的)+即兴
Innovation=
engineer-driven+freedom+democracy (YES) +ad-hoc
54
62. The Rock
Reasons
Confined by industry/regional norm
Bias against external branding
Lacks the will, skills, or mindset
Lack of understanding of the importance of
external branding as part of holistic branding
process
Lack of explicit awareness that internal values can
be a strong tie to external stakeholders
62
66. Reasons
A strong internal culture can impede change
Family control
Homogeneity in internal members
Content with status quo (but market share will
eventually shrink)
Lack of competition at Time 1
Lack of Motivation
66
Old Man
67. Recommendations
Long term sustainability in a changing market
involves adopting an “adaptive” mind set
Implement brand tracking
Activate incremental change
Diversity in work place to enact change
Brand extensions to attract younger segments
Brand can be rejuvenated by extension to new
segments
67
Old Man
70. Characteristics
Synchronization 1—
external branding activities are driven by core brand
value internally and brand soul.
Internal analysis precedes brand expression.
Synchronization 2—
holistic understanding of brand identity.
Situating brand in the market place with long term
focus.
Adaptation to market change at T2 is coordinated with
the core brand value at T1.
70
The Star
71. Reasons
Resources, expertise, and culture are in place
A combination of organic growth and
corporate “hand-downs”
Self-reflective with long-term goal orientation
Value system is gluing various constituencies
71
The Star
73. 73
Brand Soul
Internal
branding
Obtuse Brand Growth of
Private Sector:
(guided by rationality
and performance)
Flat Branding of NGOs
Strong foundation of brand soul
Less conscious pursuit of
Internal and external branding
internal
branding
external
branding
Solid, strong brand soul, guided by
pubic engagement &
community orientation
75. Unique Brand Challenges in Public Management
Silos Trap
Prevents alignment, coordination, interconnectedness
of brand components
Confidence/complacency Trap
Myopia (ego-centric view of external world)
Fear of Change
Lack of brand adaptation and brand valuation
80. Decoding Canadian Brands
80
Is there a Canadian brand?
--Good country brand; poor corporate brands
Diversity is a double-edged sword
--lack of shared identity
Integration is Necessary
--no culture glue; no concerted efforts
Scaling is necessary
--entrepreneurial, regional
83. Decoding Chinese Global Brands (Wan 2012)
解读中国国际化品牌
Chinese
Brands
中国国际
品牌
Speedy
Imitation
快速模仿
R&D
Focus
聚焦研发
Flexible
Adaptive
灵活适应
Ambition
Passion
野心激情
Village
to City
农村包
围城市
84.
85.
86.
87.
88.
89.
90. The Heart of the Continent to China:
My journey
90
91. 我的关怀 My Heart and My Dream
No one can escape from her home
It does not matter how far we travel
We always remember the road to home
When a person is growing older
When her body is more and more distant from
home
Her heart and soul will grow closer to home
The complex of home starts from childhood
And it affects us for a life time