A brand is the difference between a pair of running shoes and a pair of Nikes.

品牌是一雙慢跑鞋和一雙 Nike 之間的差別。

A brand is what people feel about you, your product, the service you provide, or your organization.

品牌是人們對你、你的產品、你的服務、你的組織的感覺。

It's part rational, but mostly emotional.

人們在面對品牌時有部分是理性的感受，但是大部分是感性的。

People will forgive a strong brand if it makes a mistake.

如果一個強大的品牌犯錯，人們會原諒它。

Remember NEW! Coke?

還記得 NEW！Coke 嗎？

Likewise, people won't forgive a weak brand if it makes a mistake.

同理的，如果一個弱小的品牌犯錯，人們不會原諒它。

Remember Gateway computers?

還記得 Gateway 電腦嗎？

We thought so.

我們就知道。

So, what is the secret of a strong brand?

那麼，強大品牌的祕密是什麼呢？

The answer is surprisingly simple.

答案簡單得不可思議。

FOCUS.

聚焦。

I'll say it again, FOCUS.

讓我再重述一次，聚焦。

Great brands stand for something, not a lot of things.

強大的品牌背後總有想表達的某個意義，而不是概括的一堆概念。

ONE THING.

只需一個意義。

For decades, Swedish car maker VOLVO define their brand with a single word - safety.

數十年來，瑞士的汽車製造商 VOLVO 將自己的品牌定義為一個簡單的單字－安全。

Well, it seemed to work for them.

這個策略對他們來說似乎是成功了。

Sometimes you have to think beyond the category to know what you stand for.

有時候你必須跳脫思維侷限，才能找到自己品牌所代表的意義。

HARLEY-DAVIDSON makes motorcycles.

哈雷是摩托車製造商。

Want to guess what they stand for?

想要猜猜看它的品牌所代表的是什麼嗎？

FREEDOM.

自由。

Not a more powerful engine, not a more reliable bike, or a smoother ride. Freedom.

不是更為有力的引擎、更為可靠的摩托車、或更為順暢的騎乘體驗，而是自由。

Brands are experiential.

品牌是體驗性的。

Take Starbucks, they differentiate themselves in many ways, and offer a consistent brand experience in every Starbucks you visit.

以星巴克為例，他們在許多方面塑造出與其他咖啡店不同的區隔，並在每一間星巴克提供了一致的品牌體驗。

They even have their own language.

他們甚至有自己的語言。

Starbucks is created in a unique community of coffee lovers that speak Starbucksease, and are true brand ambassadors.

星巴克是創立於一個特殊的咖啡愛好者社群，他們講星巴克語，並是真正的品牌大使。

It doesn't get any better than that.

沒有什麼比這更棒了。

Starbucks have realised they weren't in a business of serving coffee.

星巴克瞭解到他們不是提供咖啡的行業。

They were in the business of serving people.

而是服務客人的行業。

So, can you put a monetary value on a brand?

那麼，你可以用金錢衡量一個品牌嗎？

The people at Interbrand research can.

Interbrand 研究公司認為可以。

Remember the fine folks at Coca-Cola we mentioned earlier?

還記得先前提到的可口可樂嗎？

Care to guess what their brand is worth?

猜猜看他們的品牌價值吧？

That's right, according to Interbrand, about 61% of the value of the Coca-Cola corporation is brand.

沒錯，根據 Interbrand 研究，可口可樂有 61% 的價值在於品牌本身。

That's a lot of cash.

這可是很大的一筆錢。

Here's the monetary value of some other brands you will be familiar with.

這裡呈現的是一些你可能已耳熟能詳的品牌的金錢價值。

So, a brand is worth protecting and nurturing.

因此，一個品牌是值得保護和培育的。

But how?

但是該如何做到呢？

Here are a few key points to help maintain or even grow your brand.

這裡有幾點策略來幫你維護，甚至成長你的品牌。

One, be different.

首先，和別人不同。

The world is filled with parody products and services.

世界上充滿了相似的產品和服務。

Make yours stand out.

讓自己與眾不同。

Two, be vigilant.

其次，隨時保持警惕。

Don't allow your brand to do things it shouldn't.

別允許自己的品牌犯下不應該的錯誤。

Don't be the Gateway computers of your category.

別成為你領域中的 Gateway 電腦。

Three, be relevant.

最後，保持和市場的相關性。

The market place changes constantly, make sure your brand keeps up.

市場是個變化快速的地方。要確保你的品牌跟上潮流。

So, who really owns a brand?

那麼，究竟誰擁有品牌？

The brand manager? The VP marketing?

品牌經理？行銷副理？

Brands are owned by the people.

大眾擁有著品牌。

It used to be, a company would tell people about their brand.

過去，公司告訴大眾關於品牌的資訊。

It was pretty much a one-way thing.

幾乎是一個單向的形式。

Now, it is much more of a conversation.

現今則偏向一個對話形式。

But don't worry.

別擔心。

This instant feedback can be very useful.

如此快速的回饋其實是相當有用的。

It gives you a glimpse into what's in the hearts and minds of your customers, and allows you to take action when you need to.

它能讓你知道消費者的心裏和腦袋在想什麼，並允許你在需要的時候採取行動。

It can also help you stay focused, and that's a good thing.

它也可以讓你聚焦，而這是一件好事。

So let's recap.

好，那讓我們複習一次吧！

A brand is much more than your logo, or the color of your truck fleet. It's something intangible.

一個品牌不僅是你的標誌、運送車隊的顏色，而是無形的東西。

It's what people think of you, but mostly on an emotional level.

品牌是人們如何看待你的方式，尤其多在情感層面上。

Great brands are focused, they stand for something.

好的品牌是聚焦的，它們背後有要代表的意義。

Great brands are not just seen and heard, they are experienced, and in a way that is uniquely theirs.

好的品牌不僅僅是聽覺和視覺的，它們是體驗性的，並且是獨一無二的。

A brand can have tremendous value, and should be treated that way.

一個品牌可以有巨大的價值，而它也該被審慎對待。

Keep your brand healthy by being different, vigilant, and relevant.

讓你的品牌保持獨特、警惕性、和跟上市場。

And finally, never forget that people, your customers, own your brand.

最後，不要忘記你的顧客擁有你的品牌。

Listen to them, respect them.

傾聽它們並尊重他們。

Most of all, earn their trust.

最重要的，贏得他們的信任。