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    5. 大師輕鬆讀 No.432 理想是最好的生意
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    大師輕鬆讀 No.432 理想是最好的生意

    Publisher 大師輕鬆讀 /大師輕鬆讀股份有限公司
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    Released
    2012/03/28
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    69
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    10998
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    理想是最好的生意:企業成就偉大的終極動力
    Grow:How Ideals Power Growth at the World’s Greatest Companies

    企業的好壞繫於品牌,品牌也給予企業領袖前所未有的發揮空間。作者在研究中發現,那些訴諸全人類共通的本能、情感、願望、夢想和價值為品牌理想的企業,正以 3 倍以上的速度,大幅超越對手。
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    本期目錄:

    主題看板:給大家一個成長的理由
    5分鐘摘要:成功企業全新框架
    非做不可1 發掘
    非做不可2 打造
    非做不可3 溝通
    非做不可4 實現
    非做不可5 評量


    主題看板:

    人因夢想而偉大,企業因理想而成功。
    吉姆.斯坦格爾(Jim Stengel)在這本書中,歸納出全球 50 大品牌的5 大基本價值,包括了帶來歡樂、促進連繫、激勵探索、喚起尊榮,以及影響社會。無論哪一個面向,都有企業因為能夠清楚定義品牌的基本價值,高舉「品牌的理想」(Brand Ideal)大旗,帶領團隊獲致了極佳的經營成果。

    企業要成長,必須股東支持、員工努力、廠商配合,消費者捧場,在各利害關係人同心協力下,才能有動力持續向前。「品牌的理想」就如同凝聚這些夥伴們的扣鈕,讓大夥兒可以擁有對未來的共同想像,朝同一個方向使力,推動企業的成長。在行銷研究機構BrandZ公布的2011 年全球品牌價值排名中,包括Apple、Google、IBM、McDonald,以及 Microsoft 這些國際級的大品牌都名列前茅。隨著品牌資產的累積,這些領先者現在或曾經享有成長的甜美果實,行銷工作者都了解,品牌驅動成長,功不可沒。

    不過投下龐大資源大打廣告,舉辦活動,卻不一定可以讓品牌成為企業成長的火車頭。在觀賞棒球比賽時,最可惜的就是「界外全壘打」——力道充沛,卻錯失方向,結果一事無成,甚至還要算一好球。因此,能夠讓資源與力量正確發揮效益的因素——「品牌的理想」,是成長能否體現的重要關鍵。

    為什麼「品牌的理想」會有這麼大的效用?其實,無法以金錢與利益衡量的成就感,與認同品牌所帶來的同儕感,對個人的影響力往往會超乎實際的金額之上。因此,只要能夠透過遠大的目標,給予企業利害關係人足夠的動機,常可以讓他們義無反顧,全心投入。

    也就是說,企業追求成長的最佳方式,莫過於給予股東、員工、配合廠商,以及消費者一個很好的理由,邀請大家一起共同完成。讓他們在投入的時候,可以告訴自己:是的,我們正在做一件偉大(或是有趣)的事情。當所有人都願意齊心齊力,一齊往企業「品牌的理想」揭示的方向前進時,成長自然而然就會發生。

    在展開一連串的成長計畫之前,先不必急著遣兵調將、拉開戰線。回頭想想,自己的「品牌理想」如何能夠在你登高一呼時,讓各路夥伴都能一呼百諾,跟著你一同開創出與過去截然不同的格局?如果答案是肯定的,那麼,恭喜你,成長將會隨之而來。
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    Released
    2012/03/28
    Language
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    理想是最好的生意

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