Brand Management品牌管理
If you’ve applied due diligence to self-auditing and self-editing and have come to the conclusion that you are always operating at the top of your intelligence and always having precisely the impact you desire on the people you communicate with—then may the sweet Mother Earth bless you with all her glorious bounty. You’ve got a hell of a brand going.
如果您对自我审核和自我编辑进行了尽职调查，并且得出的结论是，您始终在发挥自己的才智，并始终对与之交流的人产生期望的影响，那么您可能会亲切的地球母亲用她所有的光荣恩惠祝福你。你有一个品牌走向的地狱。
Then again, why do the most successful brands in the world continue to advertise? Everybody knows what Coca-Cola is and what McDonald’s is: why should they bother wasting any money on marketing campaigns at this point? It’s because a brand is not a one-and-doneproposition. Recall that brands are established through consistency over time, yet brands have to be adapted as the audiences they are being promoted to begin to change. Coca-Cola adds different spices to its beverage on the basis of regional audience, and McDonald’s adds (and subtracts) items to its menu on the regional tastes of the consumer wherever the franchise outlet is located in the world.
再说一次，为什么世界上最成功的品牌继续做广告？每个人都知道可口可乐是什么，麦当劳是什么：为什么他们现在不应该在营销活动上浪费金钱呢？这是因为品牌不是一个一劳永逸的主张。回想一下，品牌是随着时间的流逝而建立起来的，但是品牌必须随着要推广的受众群体的变化而进行调整。可口可乐会根据地区观众的口味在饮料中添加不同的香料，而麦当劳则在全球各地的专营店中根据消费者的地区口味在菜单中添加（并减去）商品。
