《全球品牌致勝策略論壇》（ Taiwan Summit of Winners ，又稱台灣優勝者峰會 ）在上周 6 月 15 日圓滿落幕，當全球的熱度都集中於《 2018 世界盃足球賽 》之際，台灣Ｘ德國首度跨國舉辦的這場《全球品牌致勝策略論壇》，也吸引了許多台灣之名的品牌高階主管關注。
這場國際性質論壇很快就額滿，參與者包含華碩、宏碁、捷安特、微星、合勤科技、國泰金控、中國信託、遠傳電信、歐都納、撼訊科技以及數位科技媒體。
如何提升品牌好感與形象？如何將公司好的產品行銷出去？這一向是恆古不變的難題，不論數位科技工具如何更迭，這就是做品牌行銷長久的痛點。在過去幾十年來，Summit of Winners 不斷在制定符合數位世代變化的「行銷致勝策略」， 目前已在德國法蘭克福、香港、上海西貢、菲律賓馬尼拉、墨西哥等地舉辦過分享活動。
現在，我們為你整理三大重點摘要，你可以收藏本篇，或轉貼給公司內部正在為行銷問題所苦的同事看！
1、拒絕以「我」為出發導向的品牌思維
論壇首場邀請了曾擔任過寶僑（P&G）行銷經理、吉列（Gillette）、歐樂 B（ Oral-B ）、百靈（Braun）等知名國際品牌的總經理 Nelson Farfan Espada 分享制定品牌策略的關鍵及精彩的行銷案例。
在擬定品牌行銷策略時，最怕「我覺得、我想要」這種行銷思維，站在公司角度雖然是基本該有的思考邏輯，但如果你以這樣的出發點制定策略，很可能走入誤區，Nelson 提到，必須探索與發現消費者，理解過去與現在的行銷轉變。
過去，品牌的思維習慣以我（I think、I like ）為出發導向，現在則須以終端消費者（ End user insight generation ）為主，比起以往重視銷售數字，現在更需培養的是品牌忠誠度（ Brand Loyalty），如何培養品牌忠誠度？請別忽略小眾 / 分眾市場的消費者需求，嘗試去洞察他們的心。
做品牌行銷，最重要的仍得回歸到產品本身的特色，除了實用度，現今消費者更重視的是體驗，Nelson 認為所謂的體驗，代表的是「五感體驗」，透過感官行銷讓品牌與消費者的接觸點增多。
Nelson 舉了Gillette Venus 為例，Gillette 刮鬍刀是世界聞名且歷史悠久的刮鬍刀品牌，Gillette 改變了男性刮鬍子的方式。有了 Gillette 就是 Man，這時 Gillette 決定要深入女性市場，試問各位，在這種時空背景下，如何銷售一支刮鬍刀給女性？
Gillette 以女性最在意的「愛美」為發想，延伸出女神 Venus（維納斯）的形象，女神，是每個女性心中的憧憬，於是直接將產品命名為 Gillette Venus（吉列維納斯），理解上更為直接，同時也扭轉 Gillette 的單一產品形象，傳遞給女性消費者一種，只要購買 Gillette Venus，就能成為女神的精神性象徵。
https://www.youtube.com/watch?v=D4qaZyLZIPc
擬定好的行銷策略必須要創新與創造，創造才是可讓品牌持續成長的關鍵，Nelson 在全球也不斷的輔助不同的團隊完成創新，像是台灣品牌 BRISE，創造了全球首創的 AI 人工智慧空氣清淨機，從整個創業、創新、眾籌、開發到發布過程中的故事，都相當的精彩。
下一頁：詢問自己的品牌「產品出發點」在哪？
2、詢問自己的品牌「產品出發點」在哪？
品牌創新是在制定行銷策略中，最重要的環節之一，論壇第二場邀請台灣創新團隊 BRISE 執行長李椿源（Albert Lee）分享品牌成功故事，一台空氣清淨機是如何能夠成為智慧解決方案？同時整合不同平台，締造高消費者黏著度，做出與別人不同的品牌呢？
Albert 提到，產品出發點很重要。之所以挑選空氣清淨機作為銷售產品，主要是因為 BRISE 在幾年前就注意到空汙問題，嚴重的話會造成健康疾病，如果只是一台普通的空氣清淨機，能帶給消費的實用性有限，因此，BRISE 從裡到外開始深入產品，造就了全球首台AI智慧空氣清淨機。
BRISE 品牌能成功的兩大關鍵在於，締造好產品及完善智慧解決方案。Albert 打趣的提到，團隊的前身都是竹科的一群宅男工程師，也因為有了這群人，在產品技術串接上，品質絕對有保障。
挾帶這樣的專業背景，顧好產品本身，接著才是全方面拓展對消費者來說有用的智慧解決方案，健康是一般大眾最重視的事，BRISE 整合三方資源（消費者、醫療、知識），讓消費者購買 AI 智慧空氣清淨機後，所提供的個人數據有效被運用，甚至與醫院平台做結合，真正解決消費者的健康疑慮。
呼應 Nelson 提及的行銷重點，藉由 BRISE 的創業故事與品牌經驗，將經營策略 Know how 打包成為行銷配套，運用至全世界。
下一頁：天馬行空發想創意，聚焦品牌需求
3、天馬行空發想創意，聚焦品牌需求
「如果你不知道你的客戶想要什麼，那做什麼可能都是白做的。」領導創新思維的教練兼作家劉恭甫（Jacky Liu）總結 Nelson 與 Albert 的演講內容，提出在品牌行銷裡最重要的領導特質，即是創造力，Jacky 將主題回到論壇重點：品牌創新地圖（Branding Innovation Master Process）。
在品牌創新地圖裡，行銷關鍵緊扣 WHO（確定你的目標族群）、WHAT（定義你的產品服務）、HOW（創造品牌 DNA ）。在行銷之前，先問問自己，你是如何想出好點子的？ Jacky 提到，首先需貼近市場，站到第一線問與觀察消費者需求，然後與你的團隊共同發想，最好是一個異質團隊（團隊內包含不同專長的人才），透過不同觀點，天馬行空的發想創意，最後，聚焦在一個需求上去發想，這才是一個完整的循環。
Jacky 也提到賓士（Mercedes-Benz）的觀點，他們認為，創新不是發明，每個人不一定可以發明車子，但門把雨天窗如何更好，這是可以發想的，甚至，你可以把你的客戶拉進團隊一起工作。
最後，Jacky 也將創新地圖以桌遊的方式與現場參加者互動，透過創新四大領域：洞察、定義、創造、體現，來重新構想品牌創新的學習。
English version:
The “Taiwan Summit of Winners” (also known as the Taiwan Winners Summit) came to a successful conclusion on June 15th last week. When the global warmth is concentrated in the “2018 World Cup”, Taiwan and Germany for the first time, the “Global Brand Winning Strategy Forum” organized by multinationals has also attracted the attention of many high-ranking brand executives in Taiwan.
This international event was fully booked within 1 week of it’s announcement. Participants included ASUS, Acer, Giant, MSI, ZyXEL, Cathay Financial, China Trust, Far EasTone, Euronext, Telematics, and digital technology media.
How to improve brand value and image? How to develop strategies? This is always a constant problem, no matter how digital technology tools change, this is the long-term pain point of brand marketing. In the past few decades the Summit of Winner’s keynote speakers have been continuously developing and managing “marketing winning strategies” that are in line with the changes of several generations. We are sharing our know-how in Frankfurt, Germany, Hong Kong, Shanghai, Saigon, Manila, Philippines and many other places.
Now, we’ve put together three key summaries for you. You can bookmark this article, or repost it to colleagues in the company who are struggling with marketing issues!
1. “I think” oriented brand thinking
In the first part of the forum, Nelson Farfan Espada, MD of Ztarkbond GmbH, a former leader of well-known international brands from P&G, Gillette, Oral-B, Braun, Brita, Merz and many others, He shared his “Brand innovation master process” and exciting marketing cases.
One of the biggest issues is the “I think, I want” marketing thinking, developing a strategy is all about “doing our homework” to create a successful brand experience.
Traditionally the role of marketing thinking was guided by I (I think, I like) but it should be an end user insight generation. The focus should not be “The project/the Product” but the “Brand experience”. He told us that many times he asked many managers across the world “who is your target?” and the answer was “everyone” which actually means “NO-one” in Nelson’s vocabulary. The role and responsibility of a brand builder is not to service the sales department or project management but to “Direct the organization” yes…. “Direct = lead strategically”. Communication in a traditional way of wonderful products and features will not lead in to brand bonding with consumers it should be all about having a clear brand positioning strategy and emotional promise with the target consumer and many other comparisons of the mindset need to make leading brands in the mind and heats of consumers.
Consumers are paying more attention to experience. Nelson thinks that the so-called experience represents a “five-sensation experience,” allowing brand and consumption through sensory marketing.
Nelson cited Gillette Venus as an example. The Gillette razor is a world-renowned and long-established razor brand. Back in 1901, King Gillette invented a safety razor that completely changed the way men shaved. One hundred years later, that company introduced the original Gillette Venus razor, forever transforming women’s shaving. How do you sell a man’s razor to women?
The secret is simple and it’s understanding and reading consumers functional and emotional needs. Gillette thinks about the “beauty” that women care about most. It extends the image of the goddess Venus. There is a goddess is in every woman’s heart. Venus razors reveal the beauty of every woman making her feel like a goddess and NOT offering a feature for price proposition. Nelson mentioned although this may sound so easy it take great dedication to move the organization, undertaking and crafting a promise and deliver the solution.. Today Venus is a mega brand in the heart of consumers.
A well-planned marketing strategy must be innovative and creative. Creation is the key to the brand’s continued growth. Nelson also constantly assists different teams in global innovation, such as the Taiwan’s brand BRISE, creating the world’s first AI artificial intelligence air purifier, from the entire venture, innovation, crowdfunding, development to the story and the current success.
2. Ask where your brand’s “product starting point” is?
Brand innovation is one of the most important links in the formulation of marketing strategies. The second forum invited Taiwan’s innovation team, Albert Lee, to share the brand success story. How can an air cleaner be a smart solution? At the same time, integrate different platforms to create a high degree of consumer stickiness and make a brand different from others?
Albert mentioned that the starting point of the product is very important. The reason why the air cleaner was selected as a sales product was mainly because BRISE noticed the problem of air pollution a few years ago. If it is serious, it will cause health problems. If it is just an ordinary air cleaner, it can bring limited utility to consumers. Therefore, BRISE began to penetrate the product from the inside out, creating the world’s first AI intelligent air cleaner.
The key to the success of the BRISE brand is to create products and improve smart solutions. Albert’s jokingly mentioned that the team’s predecessor was a group of otaku engineers from the bamboo branch. Because of this group of people, the quality of the products is absolutely guaranteed.
With such a professional background, taking care of the product itself, and then it is a smart solution that can be useful to consumers in all aspects. Health is the most important thing for the general public. BRISE integrates three resources (consumer, medical, knowledge). After allowing consumers to purchase AI smart air cleaners, the provided personal data is effectively used and even integrated with the hospital platform to truly solve consumers’ health concerns.
Responding to the marketing focus mentioned by Nelson, BRISE’s entrepreneurial story and brand experience packaged the business strategy Know how into a marketing package and applied it to the world.
3, Jacky’s Innovation thinking, focus on brand needs
“If you don’t know what your customers want, then what will you give them in a nutshell.” Jacky Liu, the coach and writer who led the creative thinking, summed up the speeches of Nelson and Albert and put forward the most important in brand marketing. The leadership qualities, that is, creativity, Jacky re-caped the topic to the forum focus: Branding Innovation Master Process.
In the brand innovation map, the marketing key is closely linked with WHO (determining your target group), WHAT (defining your product service), and HOW (creating brand DNA). Before marketing, ask yourself, how did you come up with a good idea? Jacky mentioned that first of all, it needs to be close to the market, stand up to competition, ask and observe consumer needs, and then together with your team, it is better to be a heterogeneous team (teams with different expertise), through different perspectives, The idea of creativity in the sky, and finally, focusing on a need to think about it, this is a complete cycle.
Jacky also mentioned Mercedes-Benz’s point of view. They believe that innovation is not an invention. Everyone may not be able to invent a car. However, how do you invent a car experience?.
Finally, Jacky also interacts with on-site participants with innovative maps in the form of board games, rethinking brand innovation through innovation in four areas: insight, definition, creation, and presentation.