建立更強壯的品牌
品牌，生存在一個不斷變化的世界裡，但在人們生活中扮演的角色一直都沒有改變，而人們自身的變化，也逐漸趨緩。事實上，已有充分的證據證明，相較於起伏不定的外在條件，人類在蒐集及處理資訊，並根據這些資訊作出選擇和判斷的方式，是相對穩定和一致的。對於企業來說，充分瞭解消費者可以為企業帶來較穩定的基礎。此外，現在有許多以神經科學及行為心理學為基礎的研究方法被廣泛使用，說明現在的我們已經比以往更加瞭解人類的決策過程。 企業們會有許多和他們品牌相關的問題，而這些問題最終都可以歸結為：我們的品牌現在做的如何？我們該如何才能建立更好的品牌力？ Brands exist in a constantly changing world. But the role brands play in people’s lives has not changed and people themselves change more slowly. There is ample evidence to show that, even when conditions are in constant flux, the way humans gather and process information and make choices is more constant. For businesses, understanding people provides a relatively stable strategic anchor. There are also significant new approaches based on neuroscience and behavioural psychology that mean we know more about human decision processes than ever before. Many of the questions businesses ask about their brands boil down to “how well are we doing” and “how can we do better?”
這些問題的答案都要從「人」本身開始說起。具體來說就是，為什麼人們會選擇某些特定品牌，以及品牌如何讓人們有更大的機率會選擇它？答案很簡單，品牌之所以成功是因為能被更多的人、更頻繁及更輕鬆地選擇，而為了達到這個目的，品牌必須要與大眾不斷變化的需求保持密切的相關，並明確自身定位，瞭解自己在消費者的生活中，扮演著如何觸發動機和值得信賴的角色。此外，企業瞭解消費者的選擇方式之後，必須要善加運用於制訂策略上。
Answers to these questions start with people. Specifically, why do they choose brands and how can brands influence people to choose them more? Put quite simply, brands that are successful are chosen by more people, more often, more easily.
To achieve this, brands must be closely associated with people’s changing needs, knowing what they stand for and the motivating and credible part they play in people’s lives. And brands must be able to both understand and leverage the way in which people make choices.
