Lunch with Cor. this is a regular yet irregular gathering between us, this time, I introduct him to a Chu-Chuang restaurant near by his live house; we go over the upcoming Itoh-san's itinerary and chat about his new idea of management consultaning for " Taiwan Travelling Agency -- it should be Taiwan Tourism Beaurea ", and talked about how we may team-up to bid for the budget in revitalized everything the bueaure did, as currently, positioning of Taiwan is a critical subject, taking for a foreigners' view with thruoghout consulting assessment; the business opportunity may hind somewhere in between.
Heading for the speech after lunch, speaker is the WorldWide CEO of Ogiverly Media Group Shelly .... I take some memo with me, this is what I taking from her 30 minutes speech and another 30 minutes of Q and A:
she wear Geogeria Armani Lady suit.
1. Competition drive quatity.
2. Brand and innovate are the prerequsitite to business.
3. Link product innovation to brand.
4. Brand make the innovation strong and valueable.
5. In every brand there's a product, but in every product, there not nessarary have a brand.
6. Consumer own brand , we create but cunsumer own it.
7. Brand is about bigger idea.
8. Brand make you confidence in bigger investment.
9. Innovation is not ownabie , brand can.
10. 6 months on average for replicate on product / service, brand is a protetarey to protect it.
11. Truth is critical to brand.
12. Brand comprise data that help customer making buying decision.
13. Brand increase Loyalty, they are wllling to pay premium price.
14. Marry rationale with irrationale.
15. Must recognise brand means lot more than ad.
16. Building brand and brand awareness is different, like bird built nest.
17. Ad is only the tip of iceberg.
18. Starbucks belive brand built in the coffe house experience. Not in commerciai, and employee satisfaction, coffee society.
19. non all the brand are equal, that's the moment of truth.
20.Consumer insight is not demografic survey. Hearts and Minds in consumer.
21. shampoo commercial in Muslin country.
22. IBM create the blue e , the internet symbol.
23. Talk and listen to your people, engage them your hope and dream, allow wish to be taken. They are internal audit to your brand.
24. Start your journey, then your brand will guide you.
Q and A session highlight:
1.) Use media to build brand
A﹕who you try to reach? Your mission? What do you want them to happen?
2.) OEM / ODM brand building, how to start
A﹕your own aspiration ? Articulate what's your brand position is? Business buys brand as much as consumer did.Brand offen come from founder.
3.) Pitful of Barnd
A﹕1. inconsistancy. 2.Deliver message what you can't deliver. 3. Don't like who you are. The better your customer know your brand, the harder to change it. 4. Committe in resource investment. ider﹕less expensive way, package with brand. ( the Brand point of view )
4. ) consumer insights?
A﹕how to get into the heart and mind? It take time, Projetive teniqnic, A very smart/experience modirator.drive through the surface.
5.) no strong brand in Asia
A﹕Samsung. ( 500m US investmen )Honda. Asian brand can be a global brand.
6.) building personal brand
A﹕i don't like to treat people as banad, but , true to who you are , you are who you are.
7.) Shelley's driving force?
A﹕love what I do ( Passion ), love the challenge of marketing and ad. Naughty and unusuac people ...Knowing others' business . Fun to work every day. Challenge helping find out balance. Love in both personal and professional life.Intellecture challenge ( Good )
Yang send my message and inform me that she will send me letter to explore her inside world when the cancer developed, she said the letter is for easy my worries and have me keep this between us, I am curious to see it and it may help someone else indirectly.
posted by Roger @ 11/11/2004 05:22:00 下午
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