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大讲堂回顾 | 信息只有被实际应用才能变成知识

Since 2012 Jim Ebel, CEO of CenterBrain Partners, has been speaking to university and industry groups about branding.  “When I was first invited to China, everyone was quite fascinated with the idea of branding, so I was asked to speak a lot.  But, unfortunately not many companies acted on the idea of brand positioning and a disciplined approach to building a brand.  I shared information but wasn’t very enthusiastic that this information was being turned into knowledge or was even being used.”  


自2012年以来,全脑思维公司总裁Jim Ebel(吉姆·玉宝)一直在大学和企业中发表关于品牌的演讲。“当我首次受邀来到中国,人们对品牌这个想法十分感兴趣,因此,我经常受邀发表演讲。然而遗憾的是,没有多少公司采用品牌定位的想法和采取严格的方法来打造品牌。我分享了信息,但并未看到这些信息被转化成为知识,甚至被采用。”



Yet, something changed last Wednesday, May 30, 2018 in Shunde.

然而,就在上周三,2018年5月30日,这一切在顺德得到了改变。


CenterBrain was invited by the Shunde Economy, Science and Technology Bureau to deliver a 3-hour workshop on branding, entitled 12-steps to a brand.  

全脑思维应顺德区经济和科技促进局之邀进行一场3小时的关于品牌的大讲堂,标题为打造品牌的12个步骤。



As the first foreign speaker ever invited we were a bit unsure about what to expect.  Would anyone come?  Would they find what we had to say valuable?  Could they understand English (even though our power point presentation was in Chinese, and Executive Director Evian Qiu co-presented in Chinese with CEO Jim Ebel)?  Would they ask questions?

作为首个受邀的外国演讲嘉宾,我们不太确定该抱有怎样的期待。会有人来听吗?他们会觉得我们的内容是有价值的吗?他们能听懂英文吗(尽管我们准备的PPT是中文的,并且我们的执行总监Evian Qiu会用中文和CEO Jim Ebel一起呈现内容)?他们会提问吗?



To say the least, we were overwhelmed by the response we received.  A large audience (over 200) stayed engaged for the full 2-hour and 15-minute presentation, and then asked a range of very insightful questions during a 45-minute sharing session.  “I was very encouraged by what I heard in Shunde.  There appears to be a deeper commitment to building brands, which is actually not surprising to me given where we held the workshop.  The Shunde business community is progressive in its thinking.  It’s a key reason we chose to locate our China headquarters in Daliang in the Shunde Industry Idea Park.”

毫不夸张的说,看到现场如此多的听众,我们感到受宠若惊。超过200位听众全程参与了2小时15分的讲座,并在接下来的45分钟的互动环节问出一系列非常有见地的问题。“这次在顺德的听闻让我深受鼓舞,让我加深了对打造品牌的承诺,鉴于我们举办大讲堂的地方我并不感到意外。因为顺德商界的思维是具有前瞻性的。这也是我们将中国公司的总部设在位于顺德大良的创意产业园的主要原因。”

640.jpeg

The crowd included a range of businesses both B2B and B2C, large and small.  Many questions asked by the audience were in the area of what to do now that OEM profit margins were being squeezed by increasing costs and increasing price competition.  

到场的听众有来自大型企业也有小型公司,业务涉及B2B和B2C,他们提出的许多问题都是关于在成本上涨,价格竞争激烈导致利润空间不断被挤压的形势下,他们应该怎么做。

640-1.jpeg

品牌如同免疫系统

Again, Jim Ebel kept to the theme of investing in the brand and thinking of it as an asset. “Brands are like factories or machines, they are an asset.  But they have one big difference.  When they are carefully developed, including establishing a strong brand positioning, they grow in value. They don’t depreciate or are amortized away.  And brands protect your business.  A brand is like our immune system. We build it up when we are healthy, and then it protects our body when it is attacked.   Similarly, you build a brand when business is good, and when business gets tough the brand carries you through.”

吉姆·玉宝的回答始终围绕着投资品牌并将品牌视为一项资产展开。“品牌就像工厂或机器一样,都是一项资产,但它们有一个很大的区别。当品牌被精心打造,包含创建一个强有力的品牌定位,品牌价值得到增长。品牌不会贬值或摊销。同时品牌还能保护您的业务。品牌如同您的免疫系统。我们在健康时增强免疫力,当遭受病原入侵时它能保护我们的身体。同样的,当业务良好时,您打造自己的品牌,当生意难做时,您的品牌能帮您度过难关。”


Other questions revolved around doing business in the west.  Ebel’s answer was clear.  “You can’t market to the west, particularly the U.S., from a Shunde meeting room. You have to go to those countries, undertake extensive research to know the consumer, and then position your brand for success.  Applying Chinese rules of business to Europe or the U.S. is naïve, even arrogant.  These are the same mistakes Western brands made when first they came to China. China shouldn’t make those same mistakes when going west.”

其它的问题则围绕着在西方经商。玉宝的回答很明确。“你无法在顺德会议室布局西方市场,特别是美国市场。你必须亲自到这些国家,开展广泛的调研以了解消费者,随后定位你的品牌以取得成功。将在中国的经商之道直接复制到欧洲或美国的做法是非常天真的,甚至有些自大。这也是西方品牌首次进入中国犯的错误。当中国品牌进入西方国家时不应再犯同样的错误。”


谈销售方法

Ebel answered many questions by focusing on the need to market products and services on the basis of benefits. “We spend a lot of time saying “We” when presenting our products to potential buyers,” Ebel said.  What we should be doing more of is saying “You” as in “What do you need or want?”  His point was that many companies are “We-ing” customers to death, and that you can’t learn anything when you just talk at your customer. “My mother used to say that we have two ears and one mouth for a reason.  We all need to learn to listen more either through market research or in simple conversation to the needs of our customers.  When we present our brand in the form of a benefit that solves the customers issues, not a list of features we think are important, we have a greater chance of making a sale,” said Ebel.

玉宝以将好处作为基础推销产品和服务为重点回答了多个问题。“当我们向潜在买家介绍我们的产品时,我们花费太多时间谈‘我们’”,玉宝说。我们该做的是询问对方“需要什么或您想要什么?”多谈这个‘您’。他认为,很多公司提及太多‘我们怎么怎么样’,导致顾客失去兴趣,而且当你滔滔不绝时你学不到任何东西。“我母亲常说,我们生有两个耳朵,一个嘴巴是有原因的。我们都需要学习如何通过市场调研或简单的对话了解消费者的需求。当我们通过向客户提供能解决问题的好处或利益来呈现我们的品牌,而不是罗列一串我们认为重要的特征时,我们有更大的成交几率。”玉宝说道。


The workshop ended with presentation of Ebel’s book, CenterBrain Thinking, to several audience members.   

这次大讲堂以为多名听众送上玉宝的书《全脑思维》告终。


和书大合照_meitu_4.jpg

“I remain hopeful that today’s session benefitted many of the members of the audience, and that they will embrace the concept of brand positioning and put this information to use in their business.  I always tell my students that I am sharing my knowledge with them, but that it is remains information until they make it their knowledge.  It becomes their knowledge when they put it to use.”

“我希望今天的讲座能让听众获益,且能接受品牌定位的概念并把这些信息应用于他们的业务中。我常和我的学生说,我与你们分享知识,但只有当你们用上这些信息才能变成你的知识,否则就是信息而已。”

大合照_meitu_5.jpg


CenterBrain Partners has a wealth of brand knowledge to share. We’ve positioned or repositioned over 220 brands in the last 27-years, that now account for over $5 billion in annual incremental sales for our clients. We’re anxious to add brands from Shunde and across China to our list of success stories.

全脑思维公司拥有丰富的品牌知识可供分享。在过去27年,我们定位或重新定位超过220个品牌,截至目前,为客户带来超过50亿美金的年销售增额。我们迫切希望将顺德及中国其他品牌添加到我们的成功案例列表中。



大讲堂回顾 | 信息只有被实际应用才能变成知识

Since 2012 Jim Ebel, CEO of CenterBrain Partners, has been speaking to university and industry groups about branding.  “When I was first invited to China, everyone was quite fascinated with the idea of branding, so I was asked to speak a lot.  But, unfortunately not many companies acted on the idea of brand positioning and a disciplined approach to building a brand.  I shared information but wasn’t very enthusiastic that this information was being turned into knowledge or was even being used.”  


自2012年以来,全脑思维公司总裁Jim Ebel(吉姆·玉宝)一直在大学和企业中发表关于品牌的演讲。“当我首次受邀来到中国,人们对品牌这个想法十分感兴趣,因此,我经常受邀发表演讲。然而遗憾的是,没有多少公司采用品牌定位的想法和采取严格的方法来打造品牌。我分享了信息,但并未看到这些信息被转化成为知识,甚至被采用。”



Yet, something changed last Wednesday, May 30, 2018 in Shunde.

然而,就在上周三,2018年5月30日,这一切在顺德得到了改变。


CenterBrain was invited by the Shunde Economy, Science and Technology Bureau to deliver a 3-hour workshop on branding, entitled 12-steps to a brand.  

全脑思维应顺德区经济和科技促进局之邀进行一场3小时的关于品牌的大讲堂,标题为打造品牌的12个步骤。



As the first foreign speaker ever invited we were a bit unsure about what to expect.  Would anyone come?  Would they find what we had to say valuable?  Could they understand English (even though our power point presentation was in Chinese, and Executive Director Evian Qiu co-presented in Chinese with CEO Jim Ebel)?  Would they ask questions?

作为首个受邀的外国演讲嘉宾,我们不太确定该抱有怎样的期待。会有人来听吗?他们会觉得我们的内容是有价值的吗?他们能听懂英文吗(尽管我们准备的PPT是中文的,并且我们的执行总监Evian Qiu会用中文和CEO Jim Ebel一起呈现内容)?他们会提问吗?



To say the least, we were overwhelmed by the response we received.  A large audience (over 200) stayed engaged for the full 2-hour and 15-minute presentation, and then asked a range of very insightful questions during a 45-minute sharing session.  “I was very encouraged by what I heard in Shunde.  There appears to be a deeper commitment to building brands, which is actually not surprising to me given where we held the workshop.  The Shunde business community is progressive in its thinking.  It’s a key reason we chose to locate our China headquarters in Daliang in the Shunde Industry Idea Park.”

毫不夸张的说,看到现场如此多的听众,我们感到受宠若惊。超过200位听众全程参与了2小时15分的讲座,并在接下来的45分钟的互动环节问出一系列非常有见地的问题。“这次在顺德的听闻让我深受鼓舞,让我加深了对打造品牌的承诺,鉴于我们举办大讲堂的地方我并不感到意外。因为顺德商界的思维是具有前瞻性的。这也是我们将中国公司的总部设在位于顺德大良的创意产业园的主要原因。”

640.jpeg

The crowd included a range of businesses both B2B and B2C, large and small.  Many questions asked by the audience were in the area of what to do now that OEM profit margins were being squeezed by increasing costs and increasing price competition.  

到场的听众有来自大型企业也有小型公司,业务涉及B2B和B2C,他们提出的许多问题都是关于在成本上涨,价格竞争激烈导致利润空间不断被挤压的形势下,他们应该怎么做。

640-1.jpeg

品牌如同免疫系统

Again, Jim Ebel kept to the theme of investing in the brand and thinking of it as an asset. “Brands are like factories or machines, they are an asset.  But they have one big difference.  When they are carefully developed, including establishing a strong brand positioning, they grow in value. They don’t depreciate or are amortized away.  And brands protect your business.  A brand is like our immune system. We build it up when we are healthy, and then it protects our body when it is attacked.   Similarly, you build a brand when business is good, and when business gets tough the brand carries you through.”

吉姆·玉宝的回答始终围绕着投资品牌并将品牌视为一项资产展开。“品牌就像工厂或机器一样,都是一项资产,但它们有一个很大的区别。当品牌被精心打造,包含创建一个强有力的品牌定位,品牌价值得到增长。品牌不会贬值或摊销。同时品牌还能保护您的业务。品牌如同您的免疫系统。我们在健康时增强免疫力,当遭受病原入侵时它能保护我们的身体。同样的,当业务良好时,您打造自己的品牌,当生意难做时,您的品牌能帮您度过难关。”


Other questions revolved around doing business in the west.  Ebel’s answer was clear.  “You can’t market to the west, particularly the U.S., from a Shunde meeting room. You have to go to those countries, undertake extensive research to know the consumer, and then position your brand for success.  Applying Chinese rules of business to Europe or the U.S. is naïve, even arrogant.  These are the same mistakes Western brands made when first they came to China. China shouldn’t make those same mistakes when going west.”

其它的问题则围绕着在西方经商。玉宝的回答很明确。“你无法在顺德会议室布局西方市场,特别是美国市场。你必须亲自到这些国家,开展广泛的调研以了解消费者,随后定位你的品牌以取得成功。将在中国的经商之道直接复制到欧洲或美国的做法是非常天真的,甚至有些自大。这也是西方品牌首次进入中国犯的错误。当中国品牌进入西方国家时不应再犯同样的错误。”


谈销售方法

Ebel answered many questions by focusing on the need to market products and services on the basis of benefits. “We spend a lot of time saying “We” when presenting our products to potential buyers,” Ebel said.  What we should be doing more of is saying “You” as in “What do you need or want?”  His point was that many companies are “We-ing” customers to death, and that you can’t learn anything when you just talk at your customer. “My mother used to say that we have two ears and one mouth for a reason.  We all need to learn to listen more either through market research or in simple conversation to the needs of our customers.  When we present our brand in the form of a benefit that solves the customers issues, not a list of features we think are important, we have a greater chance of making a sale,” said Ebel.

玉宝以将好处作为基础推销产品和服务为重点回答了多个问题。“当我们向潜在买家介绍我们的产品时,我们花费太多时间谈‘我们’”,玉宝说。我们该做的是询问对方“需要什么或您想要什么?”多谈这个‘您’。他认为,很多公司提及太多‘我们怎么怎么样’,导致顾客失去兴趣,而且当你滔滔不绝时你学不到任何东西。“我母亲常说,我们生有两个耳朵,一个嘴巴是有原因的。我们都需要学习如何通过市场调研或简单的对话了解消费者的需求。当我们通过向客户提供能解决问题的好处或利益来呈现我们的品牌,而不是罗列一串我们认为重要的特征时,我们有更大的成交几率。”玉宝说道。


The workshop ended with presentation of Ebel’s book, CenterBrain Thinking, to several audience members.   

这次大讲堂以为多名听众送上玉宝的书《全脑思维》告终。


和书大合照_meitu_4.jpg

“I remain hopeful that today’s session benefitted many of the members of the audience, and that they will embrace the concept of brand positioning and put this information to use in their business.  I always tell my students that I am sharing my knowledge with them, but that it is remains information until they make it their knowledge.  It becomes their knowledge when they put it to use.”

“我希望今天的讲座能让听众获益,且能接受品牌定位的概念并把这些信息应用于他们的业务中。我常和我的学生说,我与你们分享知识,但只有当你们用上这些信息才能变成你的知识,否则就是信息而已。”

大合照_meitu_5.jpg


CenterBrain Partners has a wealth of brand knowledge to share. We’ve positioned or repositioned over 220 brands in the last 27-years, that now account for over $5 billion in annual incremental sales for our clients. We’re anxious to add brands from Shunde and across China to our list of success stories.

全脑思维公司拥有丰富的品牌知识可供分享。在过去27年,我们定位或重新定位超过220个品牌,截至目前,为客户带来超过50亿美金的年销售增额。我们迫切希望将顺德及中国其他品牌添加到我们的成功案例列表中。