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基本説明
Explains why (with the exception of Japanese brands) virtually no great Asian brands exist.
Full Description
"This is one of the most thoughtful books on branding I've come across. Most such books are either quickly-crafted "how-to" books or academic tomes over-burdened with references. This book is thoughtful because it raises questions which deal with the 'why' rather than just 'how' of branding. The reference to brutal truth as the truth which will set us free—to examine ourselves without self-illusions—is liberating. The notion that Asia has many good, but no great brands, is also not a put-down but a clarion call for Asian CEOs to rise to the challenge and create lasting, meaningful, committed brands."
—Ho Kwon Ping, Chairman/CEO; Banyan Tree and Board of Trustees, SMU; 2010 recipient of the "Lifetime Achievement Award" by the American Creativity Association
"A cold shower to wake people up. Joe Baladi's Brand Blueprint is a great tool for anyone involved in Sovereign Relationship Marketing or brand building anywhere."
—Timothy Love, Vice Chairman; Chief Executive Officer, Omnicom APIMA
"There are many books about branding but few address Asian companies directly. Joe Baladi has been one of the loudest voices to advocate strong branding practices to Asian companies determined to outperform their competitors. The Brutal Truth About Asian Branding is a timely book that all Asian CEOs with global aspirations should read."
—Richard Eu, Group CEO, Eu Yan Sang International
"The Brutal Truth About Asian Branding is the first book that connects branding frameworks to the realities of operating in Asia. It offers a very straightforward perspective on the challenges Asian CEOs face as they build their businesses and their brands, and perhaps the most compelling part of the book is the passionate plea for how Asian CEOs should be thinking different about branding. In true Baladi style, it is straight from the heart."
—Maarten Kelder, Managing Partner (Asia), Monitor Group
"A very interesting and valuable perspective on Asian branding... one that decision makers in the region should read and embrace. Well done Joe!"
—Ron Sim, Founder & CEO, OSIM International
"Brands mean Business, anywhere in the world! The focus on Asia, at this time, is natural since the developing nations of the region did so much to help the world recover from the global 2008 economic crisis. Baladi's text is timely; it is thoughtful and thought-provoking; putting people and brands center stage with practical insights borne of his breadth of personal experience at the frontline."
—Chris D. Beaumont, Professor, Tokyo University, Global Centre of Excellence; Director, North Asia, Results International
"The brutal truth is that Joe Baladi is right. Asian CEOs must learn the brand skills used so successfully in the rest of the world. It will take a big change in mentality, but the rewards will be vast. This book is a great start to that revolution."
—Michael Newman, Author, 22 Irrefutable Laws of Advertising
Contents
Introduction 1
1. A Time of Profound Change 7
The old world order 7
The new world order 9
The rest of Asia 14
Toll-gates and vision 16
2. Five Reasons Why There are Very Few Great Asian Brands 19
Myopic CEO leadership 26
Corporate culture is by default, rather than by design 32
Charlatan brand practitioners 33
Performance of government agencies 36
Advertising agencies' lack of branding competencies 41
Conclusion 45
3. Redefining Brand, Branding, and Advertising 49
Brand and branding: Thinking differently 49
Branding made easy: The People Analogy 57
The brand blueprint 70
The brand proposition 74
The relationship between branding and advertising 79
4. Pre-Branding 87
Overview of the business and branding flowchart 89
Business goals and business strategy 90
The role of corporate guiding principles 97
Charting the road to a successful business 132
5. Brand Strategy 139
If you don't make a choice, the choice makes you 139
Differentiation 140
Emotional dimension 147
Focused target audience 159
Ability to innovate and stay relevant 165
CEO involvement and leadership 170
Employee involvement and commitment 178
Intelligent brand architecture 193
CSR: The new branding imperative 204
Summary 210
6. Methodology instead of Mythology 215
Positioning or repositioning? 218
Preparing for a (positioning or repositioning) branding project 219
The strategy-centric brand development methodology 224
Costing the project proposal 235
7. Brand into Action: Delivering against Your Promise 241
Be careful what you promise 241
Making the brand come alive 244
Summary 261
8. Conclusion 263
The future is here 263
Caught up in a good thing 264
The "Asian/Chinese Century" 265
Everything is connected; the rest is conceptual 266
Summary: Tomorrow's Asian CEO today 270
Index 275
