时长：
45分钟
播放：
1,863
发布：
1个月前
简介...
本期灵感来自Linda上个月在纽约SoHo的街头小观察：连续走了两家店——lululemon 和 ALO Yoga。走出来的第一反应是：Lulu 变得有点太“整齐划一”了。它还是那个高品质、专业的品牌，但那种当年的“挑战者气场”不见了。反倒是 ALO，让人觉得它更有生活方式的流动感，更有“我想加入”的那种吸引力。
所以今天想聊——一个品牌从锋芒到平庸的拐点，到底出现在什么时刻？是规模变大？是领导层换了人？是失去了创始人？还是那些看不见的“品牌灵魂”一点点被稀释掉了？
主播：@Linda拿铁琳、@邪念扬Sean
剪辑：@丘丘
音乐：🎵🎵《22》——Taylor Swift 🎵🎵
时间轴 ｜关键内容：
03:11 纽约SoHo是一个很好的观察窗口
06:24 第一个危险信号：当品牌说什么都可以满足你，其实是Product Truth 被平均化了
08:55 为什么Thown brown不再令人心潮澎湃了？
13:00 第二个危险信号：表达系统失真，从鲜活到正确
15:22 为什么贝纳通失去色彩？
23:07 心动品牌像偶尔坏坏的张晚意，好人品牌像完美人设的龚俊？
26:56 第三个危险信号：关系从自驱动社区到 CRM社区
30:52 品牌风险不在于“没人来”，而是因为不再鲜活
32:19 两个正向案例：Patagonia 、Apple
42:12 一个品牌保持鲜活的公式
听友们，欢迎在评论区与我们互动留言。如果喜欢，记得点赞并推荐给更多的朋友，这对我们很重要，感恩。
所以今天想聊——一个品牌从锋芒到平庸的拐点，到底出现在什么时刻？是规模变大？是领导层换了人？是失去了创始人？还是那些看不见的“品牌灵魂”一点点被稀释掉了？
主播：@Linda拿铁琳、@邪念扬Sean
剪辑：@丘丘
音乐：🎵🎵《22》——Taylor Swift 🎵🎵
时间轴 ｜关键内容：
03:11 纽约SoHo是一个很好的观察窗口
06:24 第一个危险信号：当品牌说什么都可以满足你，其实是Product Truth 被平均化了
08:55 为什么Thown brown不再令人心潮澎湃了？
13:00 第二个危险信号：表达系统失真，从鲜活到正确
15:22 为什么贝纳通失去色彩？
23:07 心动品牌像偶尔坏坏的张晚意，好人品牌像完美人设的龚俊？
26:56 第三个危险信号：关系从自驱动社区到 CRM社区
30:52 品牌风险不在于“没人来”，而是因为不再鲜活
32:19 两个正向案例：Patagonia 、Apple
42:12 一个品牌保持鲜活的公式
听友们，欢迎在评论区与我们互动留言。如果喜欢，记得点赞并推荐给更多的朋友，这对我们很重要，感恩。
评价...
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小宇宙热门评论...
金小恩
1个月前
辽宁
2
声音有点小呢，音量调到很大但是还是听不太清楚
金小恩
1个月前
辽宁
2
声音有点小呢，音量调到很大但是还是听不太清楚
金小恩
1个月前
辽宁
2
声音有点小呢，音量调到很大但是还是听不太清楚
金小恩
1个月前
辽宁
2
声音有点小呢，音量调到很大但是还是听不太清楚
金小恩
1个月前
辽宁
2
声音有点小呢，音量调到很大但是还是听不太清楚
泡泡面大王
1个月前
北京
1
速速来听！这期质量好高！
doerv
1个月前
四川
1
IPhone是被动改成usbc接口的，比安卓也就晚个2、3年吧，没有欧盟的强制要求可能还会更晚...
夏夏不吃你
1个月前
重庆
1
来支持啦
iristongtong
1个月前
上海
1
33:43 pata和lulu应该不算一个量级
菅捷
1个月前
陕西
1
很有启发性的一期选题，从小而美到大而强几乎是一个有潜力发展的公司很难绕开的商业路径，在狂奔的路上很容易忘记当时出发的方向。另外也不能忽视明星对品牌调性的影响，apple nike popmart等等。今天恰好搜到了乔布斯对企业流程和产品的看法，不愧为现在科技与人文十字路口的教父：People get confused, companies get confused, when they started getting bigger, they want to replicate their initial success, and a lot of them think well somehow there are some magic in the process, of how success is created... so they started to try to institutionalize process across the company.And before very long, people get very confused that the process is the content… that's ultimately the downfall of IBM.IBM has the best process people in the world, they just forgot about the content.And that's so what happened a little bit at apple too, we had a lot of people who are great at management process, they just didn't have a clue at the content.In my career, I found that the best people you know are the ones who really understand the content, and they are pain in the butt to manage, you know but you put up with it because they are so great at the content, and that's what makes a great product, it's not process, it's content.——Steave Jobs
泡泡面大王
1个月前
北京
1
速速来听！这期质量好高！
doerv
1个月前
四川
1
IPhone是被动改成usbc接口的，比安卓也就晚个2、3年吧，没有欧盟的强制要求可能还会更晚...
夏夏不吃你
1个月前
重庆
1
来支持啦
iristongtong
1个月前
上海
1
33:43 pata和lulu应该不算一个量级
菅捷
1个月前
陕西
1
很有启发性的一期选题，从小而美到大而强几乎是一个有潜力发展的公司很难绕开的商业路径，在狂奔的路上很容易忘记当时出发的方向。另外也不能忽视明星对品牌调性的影响，apple nike popmart等等。今天恰好搜到了乔布斯对企业流程和产品的看法，不愧为现在科技与人文十字路口的教父：People get confused, companies get confused, when they started getting bigger, they want to replicate their initial success, and a lot of them think well somehow there are some magic in the process, of how success is created... so they started to try to institutionalize process across the company.And before very long, people get very confused that the process is the content… that's ultimately the downfall of IBM.IBM has the best process people in the world, they just forgot about the content.And that's so what happened a little bit at apple too, we had a lot of people who are great at management process, they just didn't have a clue at the content.In my career, I found that the best people you know are the ones who really understand the content, and they are pain in the butt to manage, you know but you put up with it because they are so great at the content, and that's what makes a great product, it's not process, it's content.——Steave Jobs
小狗吃花草
1个月前
北京
1
速速来听！这期质量好高！
doerv
1个月前
四川
1
IPhone是被动改成usbc接口的，比安卓也就晚个2、3年吧，没有欧盟的强制要求可能还会更晚...
夏夏不吃你
1个月前
重庆
1
来支持啦
iristongtong
1个月前
上海
1
33:43 pata和lulu应该不算一个量级
菅捷
1个月前
陕西
1
很有启发性的一期选题，从小而美到大而强几乎是一个有潜力发展的公司很难绕开的商业路径，在狂奔的路上很容易忘记当时出发的方向。另外也不能忽视明星对品牌调性的影响，apple nike popmart等等。今天恰好搜到了乔布斯对企业流程和产品的看法，不愧为现在科技与人文十字路口的教父：People get confused, companies get confused, when they started getting bigger, they want to replicate their initial success, and a lot of them think well somehow there are some magic in the process, of how success is created... so they started to try to institutionalize process across the company.And before very long, people get very confused that the process is the content… that's ultimately the downfall of IBM.IBM has the best process people in the world, they just forgot about the content.And that's so what happened a little bit at apple too, we had a lot of people who are great at management process, they just didn't have a clue at the content.In my career, I found that the best people you know are the ones who really understand the content, and they are pain in the butt to manage, you know but you put up with it because they are so great at the content, and that's what makes a great product, it's not process, it's content.——Steave Jobs
小狗吃花草
1个月前
北京
1
速速来听！这期质量好高！
doerv
1个月前
四川
1
IPhone是被动改成usbc接口的，比安卓也就晚个2、3年吧，没有欧盟的强制要求可能还会更晚...
夏夏不吃你
1个月前
重庆
1
来支持啦
iristongtong
1个月前
上海
1
33:43 pata和lulu应该不算一个量级
菅捷
1个月前
陕西
1
很有启发性的一期选题，从小而美到大而强几乎是一个有潜力发展的公司很难绕开的商业路径，在狂奔的路上很容易忘记当时出发的方向。另外也不能忽视明星对品牌调性的影响，apple nike popmart等等。今天恰好搜到了乔布斯对企业流程和产品的看法，不愧为现在科技与人文十字路口的教父：People get confused, companies get confused, when they started getting bigger, they want to replicate their initial success, and a lot of them think well somehow there are some magic in the process, of how success is created... so they started to try to institutionalize process across the company.And before very long, people get very confused that the process is the content… that's ultimately the downfall of IBM.IBM has the best process people in the world, they just forgot about the content.And that's so what happened a little bit at apple too, we had a lot of people who are great at management process, they just didn't have a clue at the content.In my career, I found that the best people you know are the ones who really understand the content, and they are pain in the butt to manage, you know but you put up with it because they are so great at the content, and that's what makes a great product, it's not process, it's content.——Steave Jobs
小狗吃花草
1个月前
北京
1
速速来听！这期质量好高！
doerv
1个月前
四川
1
IPhone是被动改成usbc接口的，比安卓也就晚个2、3年吧，没有欧盟的强制要求可能还会更晚...
夏夏不吃你
1个月前
重庆
1
来支持啦
iristongtong
1个月前
上海
1
33:43 pata和lulu应该不算一个量级
菅捷
1个月前
陕西
1
很有启发性的一期选题，从小而美到大而强几乎是一个有潜力发展的公司很难绕开的商业路径，在狂奔的路上很容易忘记当时出发的方向。另外也不能忽视明星对品牌调性的影响，apple nike popmart等等。今天恰好搜到了乔布斯对企业流程和产品的看法，不愧为现在科技与人文十字路口的教父：People get confused, companies get confused, when they started getting bigger, they want to replicate their initial success, and a lot of them think well somehow there are some magic in the process, of how success is created... so they started to try to institutionalize process across the company.And before very long, people get very confused that the process is the content… that's ultimately the downfall of IBM.IBM has the best process people in the world, they just forgot about the content.And that's so what happened a little bit at apple too, we had a lot of people who are great at management process, they just didn't have a clue at the content.In my career, I found that the best people you know are the ones who really understand the content, and they are pain in the butt to manage, you know but you put up with it because they are so great at the content, and that's what makes a great product, it's not process, it's content.——Steave Jobs
独步91
1个月前
浙江
0
期待是因品质到品牌，而非宣传价值观和生活方式到品牌。
欣怡_c3TR
1个月前
北京
0
声音太小了
HD853641x
1个月前
北京
0
alo读音不对吧
HD420413y
4周前
北京
0
没想到 iPhone 改 C 口可以成为吹点，iPhone 用私有接口赚大钱，被欧盟制裁了没办法改的 Type C ，验证了多数人先有结论再找论点。
Calvin_5kPu
1个月前
上海
0
非常好的一集博客 就是收音太轻了 请博主下次调整一下呗
独步91
1个月前
浙江
0
期待是因品质到品牌，而非宣传价值观和生活方式到品牌。
欣怡_c3TR
1个月前
北京
0
声音太小了
HD853641x
1个月前
北京
0
alo读音不对吧
HD420413y
4周前
北京
0
没想到 iPhone 改 C 口可以成为吹点，iPhone 用私有接口赚大钱，被欧盟制裁了没办法改的 Type C ，验证了多数人先有结论再找论点。
Calvin_5kPu
1个月前
上海
0
非常好的一集博客 就是收音太轻了 请博主下次调整一下呗
独步91
1个月前
浙江
0
期待是因品质到品牌，而非宣传价值观和生活方式到品牌。
欣怡_c3TR
1个月前
北京
0
声音太小了
HD853641x
1个月前
北京
0
alo读音不对吧
HD420413y
4周前
北京
0
没想到 iPhone 改 C 口可以成为吹点，iPhone 用私有接口赚大钱，被欧盟制裁了没办法改的 Type C ，验证了多数人先有结论再找论点。
Calvin_5kPu
1个月前
上海
0
非常好的一集博客 就是收音太轻了 请博主下次调整一下呗
独步91
1个月前
浙江
0
期待是因品质到品牌，而非宣传价值观和生活方式到品牌。
欣怡_c3TR
1个月前
北京
0
声音太小了
HD853641x
1个月前
北京
0
alo读音不对吧
Calvin_5kPu
1个月前
上海
0
非常好的一集博客 就是收音太轻了 请博主下次调整一下呗
独步91
1个月前
浙江
0
期待是因品质到品牌，而非宣传价值观和生活方式到品牌。
欣怡_c3TR
1个月前
北京
0
声音太小了
HD853641x
1个月前
北京
0
alo读音不对吧
Calvin_5kPu
1个月前
上海
0
非常好的一集博客 就是收音太轻了 请博主下次调整一下呗
