2010新标准强度评定及控制图.xls

YOUR ENVIRONMENT
… ACCELERATED
BAD NEWS
YOU NEVER HAD CONTROL
REGULATORY ANIZATIONAL CULTURE
Keeping up with today’s plexities. Culture trumps strategy.
ECONOMICS CULTURAL ZEITGEIST
Mix of leading and lagging indicators, creating uncertainty. The impact of culture and prevailing norms of the moment.
COMPETITION CRISIS
petitors and what you didn’t ing. It’s not if, it’s when.
STAKEHOLDERS’ DESIRES
What is it they want and is the brand listening?
“DISRUPTION is what happens when someone
does something clever that makes you or your
WORSE NEWS? company look obsolete. DISLOCATION is when the
whole environment is being altered so quickly that
NOW YOU HAVE everyone starts to feel they can’t keep up.”
EVEN LESS CRAIG MUNDIE
Former Chief Research and Strategy Officer, Microsoft1
1. Thomas L. Friedman, Thank You for Being Late (New York: Farrar, Straus and Giroux, 2016).

NOW HERE’S THE QUESTION:
Are you propelling your brand? Is something, someone else? Or is it both?
BRANDS IN MOTION PAGE 2
BRAND POSITION
THE DANGER OF ASSUMES YOUR BRAND IS MOVING TO A
FIXED DESTINATION. THAT THERE IS A STATIC
POSITION PLACE — THAT ONCE YOU ARRIVE, YOU’RE
ESSFUL. IN TODAY’S ENVIRONMENT,
THAT’S SIMPLY NOT THE CASE.
WHAT IS MOTION?
Motion is the relationship between forces your brand exerts
vs. forces that are being exerted upon your brand.
TO UNDERSTAND MOTION AND WE MAPPED:
WE STUDIED:
3 MARKETS: CHINA | UK | US
4,500 consumers in each market
1,000 B2B decision-makers in each market RATIONAL DRIVERS EMOTIONAL DRIVERS
1. Executive Behavior 1. Customer Experience
8 CATEGORIES 2. Innovative 2. Defend or Shame
1. Computing devices & related software/hardware 3. Intent to Purchase 3. Disappeared
2. Smart home 4. Necessary 4. Love/Hate
3. Automotive 5. Financial Performance 5. Overall Impression
4. Finance and/or banking 6. Industry Leader 6. Social Impact
5. Health and wellness 7. Quality 7. Buzz
6. Alcoholic bev