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Musings on … BrandTaiwan Tom Peters/28.10.05

BrandTaiwan is not simply a program or investment, but a national spirit that emphasizes creative and strategic support for the arts, talent, and intangible value. It requires critical mass and begins with first impressions at the airport. Brand-driven, it demands urgency, unity, and a commitment to total transformation. This mindset is not isolated to Taiwan, but is embraced as national policy in various countries. To believe in Brand-driven, one must believe in the absolute centrality of intangibles.

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Musings on … BrandTaiwan Tom Peters/28.10.05

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  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!

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