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让品牌值得信赖,你才能有机会

来源:中国广告   |   作者:记者:唐超   |   时间:2015-06-12

Martin Kessler致力于品牌建设领域超过二十五年。在1995 年创办Process 普罗品牌进化之前,曾在瑞士航空负责品牌工作,并曾在Wirz 传播集团担任副总裁。创立Process普罗品牌进化之后,Martin Kessler成功带领团队在苏黎世、上海与台北执行品牌产品设计项目,对中国市场有着深厚的了解,并曾在台湾就设计与品牌的主题发表演讲,也是iF Taiwan 承办的设计竞赛奖项的评审。

Process普罗品牌进化 创始人 Martin Kessler(柯鼎言)

 

在采访中,Process普罗品牌进化大中华区业务负责人陈佩宜女士也表示,中国市场有自身独特的特点,服务中国的品牌客户,除了需要丰富的专业知识以外,深谙中国文化也是非常重要。

 

《中国广告》:今年是Process成立20周年,请问您基于以往的丰富业内经验,认为品牌建设领域的发展趋势将有哪些特点?

Year 2015 is the 20th anniversary of Process Group. As we know, you have rich experience in the branding industry. Could you please share with us your insights and opinion about the development trend of this field?

Martin Kessler当我们Process1995年创立时整个营销传播以及品牌建设行业与现在有些不同。多数的专业服务公司由于出身背景与各自的专业优势各有不同,分别专注于广告、公关、市场咨询等等领域,而Process则是专注于企业识别。坦白说,那时如果一家专业服务公司号称可以提供关于市场营销领域的所有服务,会显得非常不专业。若干年后,一些领先的专业服务公司发现,管理一个品牌比从事相关的所有工作更有趣。Process则开始了聚焦于品牌建设的专业服务。富有竞争力的专业服务公司相信:一个品牌必需中央集权管理,无论这个管理权是归由企业内部或是专业服务公司。现代的品牌建设定义绝非仅仅局限于企业设计。品牌建设涵盖了一个品牌与受众沟通与互动的所有方面。对于那些本身未有全面配备人才的专业代理公司,他们需要建立一个广泛有力的专业人脉网路,以追求并共享成果。

When we started in 1995, the whole communication and branding industry was slightly different. Most of the agencies had their special interest on their heritage, so as Advertisement, Public Relations, Marketing consulting or, in our case, Corporate Identity. It was quite common that agencies offered services covering nearly all disciplines of the market, and that was quite unprofessional, to be honest. After a few years, the leading agencies realized that managing a brand rather than doing all the work is more intriguing, therefore like Process, we started to focus on Branding. The competitive agencies developed the understanding, that a brand has to be managed by a centralized stakeholder, whether this function is located in the agency or on the clients side. Modern Branding is not just Corporate Design. It also involves how a brand communicate and interact with the audience and target groups. For those agencies, who are not strong enough to establish their own staff of brand specialists, they have to build up a strong network of professionals, who share the same goals and understanding.

 

随着科技和生活方式的不断进化,品牌呈现的方式也愈发生动。我们可以有机会通过不同的界面、不同的媒体、不同的解决方案来进行表达。这意味着信息的有效传达变得前所未有的重要。这也意味着,社会的个体每天接收到愈来愈多的信息。所以,品牌信息需要更为聚焦并且持续。从各个方面来统管品牌,显得日益重要。

With the development of technology and life style, the way of presenting brand at the same time became more and more dynamic. We are having more and more opportunities to express the attitudes in different approaches via different interface, different media, different solutions etc. This means the efficiency of message deliveries will be even more important than before. This also means that each individual receives more and more information day by day. Hence the brand message has to be even more consistent, and more concentrated. Managing a brand in different aspects will be even more important than ever before

 

《中国广告》:中国 一个拥有着悠久的历史文化传承的国家但现代的中国品牌却很难走出去您觉得这其中的问题是什么
China has a long history with great culture, just as Europe. However, most Chinese brands feel difficult to go to overseas market. In your eyes, what’s the main problem?


Martin Kessler这与经济、文化商业背景以及历史都息息相关。在西方,市场营销,尤其是品牌建设的发展历史已经超过百年。然而同期,中国在此方面却没有相应的发展。近20年来,中国在此方面才开始真正起步,在一个稳健的平台上进行发展。所以,面临目前全球市场已经百舸争流的情况,中国品牌才开始迈入国际市场,的确是有些困难存在的。

This relates to economic and cultural business background and history. While Marketing and specially Branding have a more than 100 years long heritage and history in the Marketing efforts in the West, those disciplines are not yet developed on the same level in China. Most of the time the country do not have a stable platform till the recent 20 years. This factor might limit the different commercial brands to have the great chance of growing its business and characters from a stable platform. So it is quite difficult for Chinese brands to go international when they are ready because the global platform is already filled with competitors.

但是,从90年代中期起,当中国面对全球开启大门,中国的学习速度非常快速和瞩目。在经济封闭的市场,品牌无法获得其在成熟市场可获得的培育温床。以我的经验与知识而言,中国品牌如何适应、学习并且进入国际市场,将很快不是一个问题。
But, since the mid 90’s, when China opens his doors for the outstanding countries, China is catching up missing knowledges in a very rapid and remarkable tempo. In economical closed markets, Branding does not have the breeding ground as comprehensive market field. Based on my experience and knowledge, whether Chinese would adapt, learn, and enter the international market would very soon no longer be an issue.

 

我觉得,也许一些台湾的工厂是一个好的例子。让我们回顾10-20年前,一些当地的台湾工厂发展他们的自有品牌,并且逐渐在全球市场上发挥着日益重要的作用。时至今日,他们中的一些品牌已经成为了全球范围内的知名品牌。也许,他们尚不是一流的品牌,但已经在市场上赢获了自己的知名度与美誉度。这真的只是需要时间的累积。我们对于中国本土品牌抱有很大的信心。

I think maybe some Taiwanese manufactures can be good examples. Back to 10 or 20 years ago, some of local Taiwanese factories were developing their own brands and then slowly playing more and more important roles in the gloabal market. Today, as you can see, some of them become quite famous brands worldwide. Maybe they are not the first-class-brand, but they have their own reputation and awareness in the market. So it is really a matter of time only. We have great confidence on Chinese brands too.


                                                                    

《中国广告》:中国品牌如何利用更好的策略走出去您觉得要走出国门这其中最核心因素是什么

If Chinese brands want to be global, what strategy you will recommend to them? What’s the core element they should pay attention to?

Martin Kessler以我们的理解,市场营销导向的企业的思维和行为往往追随着一些结构性的流程。即使你仅仅聚焦中国市场,你也必须做好功课。无论客户的市场目标是国内抑或国际。我们所提供的专业服务,遵循5个流程——“分析”、“策略”、“概念”、“应用”和“管理”。

In our understanding, the thinking and acting of Marketing driven companies follows some structural procedures, which are not be dependent on the market fields. Even you focus on the Chinese market only, you have to do your homeworks. The topics remains on the same taskes. We follows our 5 phases plan with Analyse, Strategy, Concept, Realization and Management. That’s what we do, whether our client is heading to the Chinese or international market.

 

总体而言,中国企业应该对于他们的核心竞争力更有信心。虽然真正做到这点,可能还有待时日,但许多中国企业已经在制造上达到了一个良好甚至优秀的水平。他们仅仅需要时间来经营自己的品牌,使其价值得以彰显。这只是一个时间的问题。

In general, Chinese companies should have a better confidence at their core competence. By following the factor that we just discussed as above, we can see it’s still a long way to go for Chinese brands. However, many companies in China already reach a good or even excellent level of manufacturing. They just need time to brand themselves better in order to present the value properly. It’s just a matter of time.



《中国广告》:在中国很多品牌的营销得很出色服务与经营的不对称又导致了品牌的快速陨落您觉得对于品牌来说服务与营销的关系是什么

In the Chinese market, many brands are good at marketing. However, the service and business management couldn’t match each other. That leads to the quick decline of these brands. In your eyes, what’s the relationship of service and marketing?

Martin Kessler简而言之,向目标受众兑现你所沟通的承诺。“透明诚实”,是市场营销中的一个关键因素。如果不是这样,你就无法生存,无法脱颖而出。力求独特且值得信赖,这样你就能得到机会。仅此而已,至少你能得到机会。

Let’s make a long story short. Deliver your target audience the promises you have communicated. Being transparent and honest is one of the basics in a state of the art marketing. Your customers and your competitors are mercilessly judging your market success. Be professional and competitive in everything you are doing. If not, then there is not reason for you to survive. Stand out of the crowd. Be unique and be credible. Then you will get your chance. Nothing more, but you will get a chance.


不要忘记你建立品牌的初心。当然,让品牌在每个接触点上都保持一致地呈现出你所希望的样子,这是非常重要的。其实做到这点并不容易,因为我们常常在预算或时间问题的考量下,在某些接触点上对一些小细节采取妥协的态度。如果你放眼目前的全球品牌,你会发现它们都是在传递自身最重要或是最好的价值。其实,通往品牌建设的道路上有三把金钥匙:简洁、一致、持续。

Just simply remember the reason you build the brand! Of course it is very important to make sure every touchpoint matches what the brand would like to be presented as just what is wished. That makes the whole thing difficult because we easily just give up some little details at certain points when facing budget or time issue. Stick to the right value and point for the clients! If you look into the various global brands, it’s all about the very first (and best) value or belief that they would like to create for the brand. There are three words for being successful: Consiseness, Consistency and Continuity.

 

《中国广告》:数字时代,互联网营销风生水起,您认为利用数字营销能对中国本土的品牌成长起到什么样的作用?    

Now we are in the digital age. Internet marketing is getting popular. What influence that the digital marketing can bring to local brands?


Martin Kessler可以说,网络营销并不是日渐风行,而是在今日已经成为必需。无论我们持赞成态度,抑或恐惧这种变革,这个世界越来越数字化而且不可能再倒退回去。事实在我们的日常生活中呈现。我们相信,甚至本土品牌也无法忽视这个事实。中国在此方面拥有一个良好的起点。你们在日常生活中已经拥有相应的数码解决方案。比如出租车行业的APP“滴滴软件”就非常棒,提供了很大的便利性,这已经成为了潮流的标杆,在大多数的西方国家里也不曾发生过。
Internet marketing is not getting popular. Internet marketing is a must! The world gets more and more digital and there is no turning back. If we agree on this or we fear about this evolution: The reality has already reached our daily life. We believe that even local brands can’t ignore this fact. China has a good starting point regarding this topic. You have certain digital solutions in your daily life – I just think about the fantastic and convenient App «Didi» for the taxi industry, which are trend setters and are not available in most of the western countries.

 

我们认为,中国在互联网商业方面的发展非常快。在不久的将来,数码营销将以此为基础进一步发展,并从购买习惯来提升品牌沟通的有效性,从而节省大量的资金和资源。这可以使品牌变得更主动,并且有更多的机会在正确的时机,通过正确的渠道,精准触及目标受众。

We think, that China is well developed from the commercial activities on the  internet. This will be a great foundation for the near future that digital marketing may take the purchasing habit to enhance the efficiency of brand communication, which in a way is saving a lot of money and resources. That could make the brands even more active and build up even more chances for reaching the right target, for communicating in the right channel and timing.

 

《中国广告》:近两年给您印象比较深刻的中国品牌是哪些?为什么?

Which Chinese brands have impressed you most in the recent years? Why? 

Martin Kessler“阿里巴巴”,这是一个激动人心并且非常成功的品牌,意味着中国品牌跨越到了一个新的高度。

Alibaba. A inspiring and very successful brand, which demonstrates, that Chinese brands are able to run the market on a top level.

“滴滴打车”。这是一个源于开放式经济和App解决方案而诞生的商业模式,非常的开创领先。

Or Didi, what we mentioned before. A business model, which is originated from an open economic and with a App solution, which would lead in every other market as well.

 

“东西分析”(www.ewai-group.com)。类似企业家的精神,在不同的行业中都有发生。该企业重新组建并重新设计了整个产品线,发展了全新的视觉识别系统。在“东西分析”挺进澳大利亚市场进行品牌并购时,自身品牌充分发挥了影响力。
Then EWAI (www.ewai-group.com). An allegory for entrepreneurship in many categories. They re-structured and re-designed their whole product lines, build up a totally new visual identity and enlarge their influences in the market by merger acquisitions in Australia.

“上下”是一个非常好的中国品牌案例。它成功地迈入了全球市场并在奢侈品领域占据了一席之地,令人触动。
Lastly, Shang Xia is a nice example of a Chinese brand, which stepped successfully into global market and even into the world of luxury goods. This is even more impressive.

综上所述,我们对这些先锋品牌满怀敬意,并且期望它们作为品牌建设的标杆或是经典案例,为更多意欲进入全球市场提供产品或服务的企业提供借鉴。
So we respect those «pioneer» brands a lot and hope those may provide some up-coming brands from China to take as the benchmark or golden sample for stepping into global market and provide service internationally.

 

编辑:邵然而

 

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