我好奇故我在

Brand = Expectation + Experience

自從有次跟前老闆EVE聊天，發現這個品牌定義很好：消費者對品牌會有期望(可能是來自同業的比較，能是來自廣告主的自我宣傳)，再加上實際體驗(包括親身求證、使用，或是別人意見)。

今天意外發現42 Entertainment公司，主要操刀創意者，不是傳統廣告代理商出身，而是待過Disney，深深瞭解觀眾經驗(audience experiences)的重要性。

也又發現Disney Institute (迪士尼學院)，有針對商務人士推出品牌課程，可以一邊度假一邊學習，其中一個上課大綱就是:
Distinguishing brand vs. branding (區隔 品牌 vs. 作品牌)
    * Examining the brand: customer perceptions and experiences
    * Revealing the truth: the brand as customer stories
    * Establishing activities and tactics for effective branding
    * Avoiding negative influences on your brand

回味一下2001 Disney老廣告吧
以下摘要Disney 成功經營品牌因素：

(source: http://ezinearticles.com/?Why-Brand-Matters&id=1447210)

• Understanding your market and your customer. Brands should be customer-driven. What does the customer want or need? What kind of experience does the customer want to have with my brand? How does my product/service make the customer feel? You cannot affect brand perceptions of your business without understanding your customers.
  如果你想要影響消費者對您的品牌認知，不可能不先瞭解您的顧客。

• Ensuring that brand is reinforced within the corporation as well as externally. A strong brand is represented in every customer touch point including customer service, direct sales, call center interactions, product/service delivery and all other direct and indirect contact with your customers and/or the media. Marketing alone cannot carry a brand. Moreover, your brand is built on customer experience and perception. The best marketing and advertising means nothing if your brand isn't carried beyond it or the promises don't ring true.
  企業對內也需要跟對外一樣同步強化品牌，一個強有力的品牌可以透過所有與消費者直接或間接接觸點呈現。光單靠行銷是無法實踐品牌的，如果你的品牌無法實踐承諾或是承諾不實，就算再怎樣成功的廣告行銷也是徒然。

• Reflecting your business values and goals through your brand. It is one thing to imply that your brand reflects these philosophies or values; however, it is quite another to back up those assertions with specific actions. In doing so, you will strengthen your brand as well as customer loyalty. Disney presents a great example. The company has a worldwide outreach program, which supports public service initiatives, community outreach and volunteer programs helping families, children and the arts, as well as a program that supports environmental efforts. Disney's environmental beliefs have led the company to create The Disney Wildlife Conservation Fund. The fund has distributed more than $6 million among 200 environmental conservation projects in more than two dozen countries. Their worldwide outreach program has donated more than $190 million in cash, public service announcements and volunteerism globally. Disney employees volunteer their time and talents in their communities, contributing more than 402,000 hours of service to outreach projects. These actions are deliberate and help project a community-focused and environmentally conscious image. In turn, this concept drives customers' perceptions of the Disney brand as a magical kingdom where all is good.
  透過你的品牌反映出您企業的價值以及目標：迪士尼品牌打「神奇國度，在哪而萬物美好」，所以有特意在全球作廣泛的公益活動，迪士尼員工自身也會當義工參與。

• Crafting external communications, both oral and written, to properly represent your brand. The message and tone in these communications should align with your brand. Every opportunity in front of your customer is an opportunity to reinforce brand. A visit to any of the Disney properties reinforces the importance of consistently representing your brand. Cast members (as they call their employees) adhere to strict brand guidelines - from meticulous detail about their appearance to how they communicate with park guests. Park cast members and characters are warm, friendly and helpful. Their interactions with customers convey the notion that they truly care about children and families. Moreover, Disney's career site states, "Yes, there really are dream jobs. Here, the bottom line is imagination, our culture is magic and wonder, and required previous work experience: childhood dreams." When employees feel that they are living out a dream, they will perform better and customer interactions will be stronger. As a result, guests will walk away with a "feel good" impression and the notion that they really did live out a dream.
  用口頭以及書面，充分建構對外的溝通方式，也就是要讓公司員工知道該如何適切地代表公司的品牌。

• Representing your brand through your products and services.
  這句話就是一個概念：品牌大於商品或是服務(商品是來來去去常常淘汰)，因此才會寫透過你的產品跟服務來「再現」品牌。原文作者寫到麥當勞去，講金拱門golden arches代表高品質，所以內部食物作業也嚴格採高標準。