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今天,看到消息,由brandchannel评选的《2005世界最具影响力品牌》全球民意调查出炉,Google超过苹果公司重新夺回第一的位置,苹果排名第二,Skype排名第三,星巴克排名第四,宜家排名第五。


如果我没记错的话,Google曾在2003年获得第一的位置。关于brandchannel,其权威性我不太怀疑,其后台公司就是著名的Interbrand,其招牌产品就是“全球最佳品牌100强”。


今年这个榜单,最具革命性意义的不是Google成为冠军,而是排名前五位的都是那些新品牌,那些传统品牌如可口可乐、IBM,甚至包括微软都被挤下了名单。事实上,以Google为代表的的这些“冠军品牌”,靠的都不是传统的品牌策略,如UPS、4P什么的固定套路在做品牌,他们打破常规,标新立异,你看到过Google做的广告吗?很少。你看到过Skype、星巴克、宜家正而巴经的广告吗?很少。相对而言,苹果是做硬广告最多的公司,但是,苹果的胜出,靠的显然不是它在广告上的投入。


从工业时代到数字时代,那些让企业赖以生存的品牌规则发生了什么变化?


新规则尚未形成,但是,这些“冠军品牌”有这样的共同特点:


他们把那些传统营销、品牌策略扔进了废纸堆,他们不再墨守成规;


他们很酷,他们把新鲜体验放在了第一位;


他们很快速,几乎是一夜之间就占据了消费者的大脑,让那些没有官僚气十足的营销规则见鬼去吧;


他们很懂人性,而把陷入窠臼的消费者需求抛在脑后;


他们最擅长发挥民主的力量,让每个消费者掌握品牌的话语权,让所谓的品牌管家靠边站吧。


来自brandchannel的文章:


In 2005’s results, Google took the lead from Apple in what is shaping up to be a back and forth contest through the years for these two innovative tech companies. Each year one out-does the other, and this time it is Google’s turn to shine.


Google went public in the summer of 2004, and the hype hasn’t died yet. Notable milestones in 2005 included the launch of Google Mini (around the same time that Apple unveiled its own mini product) and Desktop Search, which, like most Google product, falls under the “descriptive” school of naming. The quirky brand also treated us to Google Earth, arguably the greatest thing to hit the Internet since porn.


Prior to Google, life was a source of wonder with no ready answers; with Google, we are all instant scholars. It’s no exaggeration to wonder how we functioned without such a tool in our lives. Those worried that the company might run out of ideas should visit Google Labs—a welcome assurance that more delights are close on the horizon.


Equally impressive on the innovation front, Apple unveiled a tremendous amount of new product in 2005, prompting pundits to speculate that the brand would soon flame out in exhaustion. (Just how low are our expectations?) The iPod shuffle, iPod nano, iPod video, Mac mini, and Tiger operating system all emerged from the busy Cupertino workshop this past year.


Well below these two leaders but rounding out the top five for Global brands are newcomer Skype and old favorites Starb****s and Ikea.


Skype rapidly took off in Europe before being bought by eBay in September 2005. Launched in 2003 and headquartered in Luxembourg, Skype is a voice over Internet protocol provider, which allows free (or cheap) communication between users over the Internet. Skype is not alone in the field or unhindered for future growth; competitors include Google Talk, Vonage, and SIP; hurdles include Luddites.

 


 


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