我好奇故我在

(source: http://www.brandingstrategyinsider.com/2009/10/marketing-is-not-communications.html)

這一篇文章很有意思，一開頭說廣告通常有一堆形容詞的文案，我想作者的意思是說這些訊息的塑造沒有聚焦。消費者的腦袋其實不會去記住很多東西，甚至有些品牌的定位並不需要很多訊息來支撐。他舉一個例子：勞力士表定位為「最貴的瑞士表」，一般人都知道這一點，可是如果追問下去有關勞力士表的細節，大部分會答不出來。所以作廣告要記住是要在消費者腦袋中佔一個位置，消費者會記得的的產品特性並不多，而不是單純只有「作溝通」這件事情。

Advertising is not communications; advertising is positioning.

source: http://adage.com/digitalnext/article?article_id=140388

這一篇論點是廣告或許不是沒有用，而是行銷手法要改變，重視消費者體驗品牌的過程(brand experiences)。

source:
http://www.scientificamerican.com/article.cfm?id=neuromarketing-brain
http://n.yam.com/view/mkmnews.php/269919

以下是一本書Mindfield的部分節錄。

中央大學認知神經科學研究所所長洪蘭指出，以前人們認為大腦是理性的，「但現在研究發現，從大腦的情緒中心到理性中心，神經迴路是條康莊大道，反之從理性中心到情緒中心卻只是條小路，結構上明顯不同。」 也就是說，因為有這條「康莊大道」，情緒中心很容易迅速接管理性中心。所以，我們並不像自己所想像的那麼理性，憑藉著數字、理性思惟來決定，而是有許多「非理性」的運作在其中。

腦神經經濟學者發現，腦部的前額葉皮質(prefrontal cortex)及杏仁核(amygdala)能影響人們對商品的印象與消費行為。前額葉皮質位於前額頭骨內部，此部位掌管決策行為，負責協調大腦思考、調控情緒與掌管自我形象It is an area very much involved in our self-identification and the construction of our personality in general.號稱「腦的CEO」CEO of the brain。

位於大腦底部的杏仁核又稱扁桃體，因形狀類似杏仁而得名，它掌管焦躁驚恐等情緒記憶與意義，能讓動物產生恐懼感與學習躲避，有「情緒中樞」與「恐懼中樞」之稱。

亞特蘭大艾莫里大學的行銷諮詢機構「聰明屋研究院」(BrightHouse Institute)神經科學家莫克斯(Justine Meaux)指出，人們看到對自己具有強烈吸引力的東西時，內側前額葉皮質(medial prefrontal cortex)就會變得活躍。

有一實驗掃瞄人的腦部，當講到此人很喜歡的商品時，腦袋的血馬上衝到腦前方某個小區域--內側前額葉皮質。
Every time one of them–male or female–saw a product they really liked, blood rushed to a little area towards the front of the brain. The medial prefrontal cortex lit up like a beacon in the images.

品牌如何攻占大腦?

貝勒醫學院(Baylor College of Medicine)研究人員對六十七名受試者進行的實驗發現，蒙上眼罩喝可口可樂與百事可樂時，全部的人都說百事可樂比較好喝。在腦的ventral putamen部位，百事勝出，這個訊息意味this feels good。

但在拿下眼罩、看到商標再喝的情況下，有四分之三的人選可口可樂。腦部掃描發現，受試者看到可口可樂的商標，腦部管記憶的海馬迴(hippocampus)與後側前額葉皮質(dorsolateral prefrontal cortex)立刻變得非常活躍，超過腦部對味道的理性認知。這個訊息意味"this is so me"。

PS: 如果單純就五感來說，哪一個感官最有力？答案是嗅覺。
哥倫比亞大學醫院精神科醫師瑪拉琵娜(Dolores Malaspina)表示，嗅覺有「優先權」(privileged)，因為五種感官中惟有嗅覺訊息能直接傳入前額葉皮質，不須在視丘(thalamus)稍作停留。
Olfactory information is "privileged," Malaspina explains, since it is the only one of our five senses that does not make a brief stop at the brain's relay station the thalamus, before going to the ever so intellectual prefrontal cortex.

source:
http://anidea.com/strategy/charting-a-shift-from-communications-to-services/
http://anidea.com/strategy/tired-of-getting-burned-out-yeah-us-too/

經營品牌的思維已經改變，讓消費者買單你的品牌精神，不是只有產品。要去塑造品牌Reasons To Be，不是從既有的東西找Reason’s To Believe。傳播不是傳播一堆訊息，而是要回歸到品牌體驗。

The new marketing is about creating 360⁰ brand experiences, not messaging.  Consumers should buy into to your brand’s ideas, not just your product.  Instead of defining “Reason’s To Believe”, you need to define “Reasons To Be.”

在John Grant在2006年所寫的書 “Brand Innovation Manifesto,” 裡面有一個對Starbucks品牌的描述圖，雖然缺少了數位這一塊，不過基本上將Starbucks的品牌層面描繪出來。

source: http://www.brandchannel.com/features_effect.asp?pf_id=451

如果國家是品牌的話，根據2008年國家品牌排名NBI(Nation Brands Index)第一名是德國，此調查評量55個國家。
It should come as no surprise, then, that Germany itself was ranked the best overall “country brand” in the 2008 Anholt-GfK Roper Nation Brands Index, which measures the world’s perception of each nation as if it were a public brand.

德國品牌為何特殊的原因？ 兩個字可以解釋「紀律」跟「品質」。
So what is it about German brands, and the country that produces them, that is so special? Two words might be all the explanation that’s required: discipline and quality.

德國的經理非常重視兩個目標：產品品質以及產品服務。對於大多數的德國經理來說：品質、熱情、奉獻、後續行動是標語。
An overview of German management from ExecutivePlanet.com offers some insight into why Germany is a leader in brand quality: “The German manager concentrates intensely on two objectives: product quality and product service. … The watchwords for most German managers and companies are quality, responsiveness, dedication, and follow-up… A German manager believes deeply that a good-quality production line and a good-quality product will do more for the bottom line than anything else.”

當德國人參與競爭時，他們會將更長遠的利益放在心中。德國品牌的製造商對於價格的競爭不感興趣，比較對於製作優異品質的產品感興趣。德國公司傾向嚴格地遵守政府的規定以及與政府合作，而非與政府起衝突。
While German companies engage in competition, they seem to have the greater good in mind. Makers of German brands are less interested in competing on price and more focused on making products of superior quality. German companies tend to strictly adhere to government standards and cooperate rather than conflict with government.

http://youandyahoo.com/

(備註: 2004 yahoo 定位為 life engine)
預計9/29 lanuch new campaing，不過在9/22就已經先暖身有新聞露出。

The brand campaign will launch on September 28 in the United States and October 5 in the United Kingdom and India, and extend into 2010. It will reach major and emerging markets worldwide, including Brazil, Canada, France, Hong Kong, Indonesia, Korea, and Taiwan.

“Our vision is to be at the center of people’s online lives—to be at the place where their world meets the larger world,” said Elisa Steele, Yahoo! executive vice president and chief marketing officer, speaking at the IAB MIXX Conference and Expo in New York City. “Our new branding will focus on people—the power and promise of ‘you.’”

The campaign will have a budged of around $100 million, in line with Microsoft's spending with the Bing campaign, and will reinforce the idea that Yahoo is the user's “home on the web.” The focus will be on the freshly redesigned homepage and the tag line will apparently be “It's You!,” with the 'Y' coming straight out of Yahoo's logo. The exclamation point will also stand out graphically.

The ad is heavy on images of dancers, Dalmatians, soccer and kids blowing bubbles, and highlights the Internet company’s array of services and customization options. It breaks online and on television in the U.S. Monday and will be featured prominently on Yahoo’s home page the following day, said Elisa Steele, the company’s marketing chief, at the Mixx conference in New York.

2009 rankings

http://www.interbrand.com/best_global_brands.aspx?year=2009&langid=1000

1. Coca-Cola	68,734 ($m)
2. IBM	60,211 ($m)
3. Microsoft	56,647 ($m)
4. GE	47,777 ($m)
5. Nokia	34,864 ($m)
6. McDonald's	32,275 ($m)
7. Google	31,980 ($m)
8. Toyota	31,330 ($m)
9. Intel	30,636 ($m)
10. Disney	28,447 ($m)

(source: http://jasonkeath.com/44-ways-to-help-your-customers-fly/)

這篇文章不錯，來翻譯一下！裡面舉很多應用實例。

Make Customers Feel Special 讓客戶感到特別

1. Create a reward program, allowing customers to accumulate points, earn discounts/prizes
   創立一個回饋方案，讓消費者可以累積點數得到折扣或是獎品。
2. Allow customers to influence your products/services (see Dell’s IdeaStorm)
   讓消費者可以影響你的產品或是服務。Dell的IdeaStorm讓消費者可以發表意見、大家在投票決定，然後Dell在反應於其產品或服務規劃上。
   
   延伸閱讀: http://www.itmag.org.tw/magazine/article_single_590.htm
3. Have contests that require very little action by the customer (”100th customer of the summer gets a free reward”)
   舉辦競賽，消費者可以很容易參與。
4. Have customers give away swag for you (see @MommyBrain at Blogher)
   讓消費者替你發宣傳用的東西(這個twitter帳號MommyBrain 常免費放送許多東西)
5. Create official champions that believe in your company, that can help you hold events, educate other customers, and create content
   創造一個官方提倡擁護者，其相信你的公司，可以幫你舉辦event、教育消費者以及創造內容。

...繼續閱讀

There is no objective reality. There are no facts. There are no best products. All that exists in the world of marketing are the perceptions in the minds of the consumers or prospects. The perception is the reality. Everything else is an illusion. Period.

我蠻喜歡這段話的：沒有所謂的客觀事實，沒有所謂的實情，沒有所謂的最好產品。所有行銷世界都是存在消費者或潛在消費者的腦中的認知。他們的認知才是事實，其他的都是幻覺！(Perid翻成句號，在英文中是很強烈的表示意見結束了，沒有別的)

(source: http://www.brandingstrategyinsider.com/2009/07/marketing-and-reality.html)

這個作者有research背景，講述怎樣將廣告訊息專注？

...once more than two benefits are communicated, people begin to lose the ability to associate the brand with any specific benefit.
當有超過兩個以上的產品利益被溝通時，人們會無法記住。所以廣告要專注於一項或兩個利益點。

The trick is to find the ones that lead to relevant differentiation and brand insistence.
重點不是講很多，而是挑一個可以塑造出品牌差異點，以及品牌主張。

(source: http://www.brandingstrategyinsider.com/2009/08/how-do-i-get-marketing-clients-to-focus.html)