1 / 7

Musings on … BrandTaiwan Tom Peters/28.10.05

Musings on … BrandTaiwan Tom Peters/28.10.05.

asasia
Télécharger la présentation

Musings on … BrandTaiwan Tom Peters/28.10.05

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Musings on …BrandTaiwanTom Peters/28.10.05

  2. The BrandTaiwan15Branding/BrandTaiwan is nota “program” or an “investment.”Branding/BrandTaiwanis a “state of mind.”BrandTaiwan is about National Spirit (supported by vigorous programs), not about Vigorous Programs aimed at “buying national/corporate brand power.”You cannotbuyBrandTaiwan. Period. (Though certain actions demand large investments.)BrandTaiwanstarts in Primary School.BrandTaiwan:BrandTaiwan Is a Glorious, Creative, “Hopping” State of Mind!BrandTaiwan, for instance, means broad & high & “strategic” support for the Arts at the National level.

  3. The BrandTaiwan15BrandTaiwan means “spiritual” support for Weird & Creative & Non-conformist “Talent.”BrandTaiwanis an Aesthetic Idea/Ideal.BrandTaiwanneeds/demands Critical Mass.First impressions matter: BrandTaiwanbegins at the Airport. (Think Dubai, South Korea, Singapore)BrandTaiwanis a Compelling National Aspiration … or Not.BrandTaiwan is not an isolated idea. It is de facto National Policy in Singapore, Ireland, Thailand, New Zealand, Great Britain, Italy. (Etc.)BrandTaiwancallsfor Urgency & Unity of Purpose

  4. The BrandTaiwan15BrandTaiwan = Cool Taiwan

  5. BrandEnterprise/Taiwan“Brand-driven” is no less than a Strategic/Spiritual/Cultural / Passionate/Wholesale Commitment to Total Transformation aimed at the Creation of Glorious Intangible Value.Think: Apple, Sony, BMW, Harley Davidson, Starbucks,Virgin, FedEx, IBM, Infosys, Prada, Dubai

  6. Speculations/ThoughtsBrand-driven may be feminine?Brand-driven is Excruciatingly Difficult (if not impossible) for Engineers!Brand-driven is a “youthful” State of Mind.Brand-driven demands an “open”/“emotional” “management style.”

  7. To believe in Brand-drivenyou must believe (to your marrow!) in the absolute centrality of …Intangibles!

More Related