为品牌说故事

品牌就像人，你赋予它性格、人格，情感，价值观，梦想，塑造一些真挚动人的故事，它就不再是冷冰冰，没生命的产品，而是一个有灵魂，有希望，有梦想，像人一般的品牌。 

创造故事，是为品牌建立联想的有效方式。

如果我们研究一些名人，会发现这些名人之所以出名，是因为他们留下了许多让人们津津乐道的小故事，这些小故事使他们得以流传，也成为我们对名人的联想之一。很可能，想到这个名人时，你就会想起那个故事。创造故事，是为品牌建立联想的有效方式。

例如： 肯德基的香辣鸡翅、原味鸡块、鸡腿汉堡……让人回味无穷，百吃不厌。1930年的时候，Sanders上校用11种香料调味品配出了今天的美味。“我调这 些调味品如同混合水泥一样”Sanders这样说道，这种有趣的说法本身就是一个可以流传的故事。而这个“混合水泥一样”却价值百万美圆的配方目前正放在 一个神秘而安全的地方。可口可乐的配方，到今天仍属于该公司的最高机密之一，据说价值数百万美元，这越来越引起了人们的兴趣。

所以 要品牌成功，就是品牌管理者要为品牌制定品牌故事。
当故事越吸引人品牌就越有价值。

做品牌其中最重要的一环就是要会说故事

What's Your Brand Credo?

Some of us might have heard of few famous credo from successful business leaders as Johnson&Johnsons, FourSeasons Hotels, Coca Cola, Walmart,UPS, Hallmark Cards, Reader’s Digest, Southwest Airlines. And we might be asking ourselves how their credo has guided them to succeed. Then follows some more sets of questions like: What is credo actually? Why does a company need credo? Who should practice credo?

In my owns words Credo is a written code of values that bring all the employees from top to bottom, a sense of purpose. Most people perceived that it’s a mission statement, however I would define it as a mission with values. So when a company’s way of doings is based on its credo, positive culture is being raised.

Credo is as important as having vision for the company. A company will continue driving to a no place of destination when vision is not clear or not even set, just like credo, it will continue doing things not knowing whether they are efficient and doing the right things or not. Any company from any industry needs a credo. Why? It is because credo guides the company & its people do the right thing, unifies the company culture, produce better business results, builds the reputation of the company and brings out the best in people.

So how to create a credo? I came up with some simple steps on creating a credo for a heritage brand we are working with recently and I thought it is great to share them so creating would just be easy. Creating not just writing because it will require heart and mind to help a brand express what they believe in and their purpose. The most inevitable step of making a credo is FEELING THE HEART OF THE BRAND and the rest follows.

Here's a great example of corporate credo from J&J:  http://prod-app01.jnj.cl.datapipe.net:10038/wps/portal

Again, credo does not have to be long, it can be short as just a sentence. What’s more important is, it has to be real. A credo can never bring a sense of purpose unless it is lived by from top to bottom employees of every company.

Brand as a person.

Congratulation Joescher Chee (Founder/CEO of Joescher Adhaus),

won the Best Project Speech Speaker in Toastmaster Malaysia.

In this successful speech, Joescher talked about...

1) What's a brand?

2) Person as a brand.

3) Key Factors of brand building.

and he ended his speech with a question to you,

"Do you want to be an indifferent, a mediocre, just like any other brands, or you want to be a brand that is a problem to the world, bring harm & destruction. Or you want to be a brand that make a difference, an inspiring and influential brand to the world?"

Yes, that's how Joescher Chee sees a brand, and building great brands that change the world.

Let's build brands, good influential brand.