一個永續的演講會品牌


	譯者：陳建能 Jonathan ALE MAX

A Consistent Toastmasters Brand 作者：Pat Johnson

“You now have to decide what 'image' you want for your brand. Image means personality.Products, like people, have personality, and they can make or break them in the market place” -David Ogilvy, renowned 20th century advertising executive 　現在你必須要決定，你要為你的品牌，豎立出什麼樣的'形象'。形象指的就是人格特質。產品，像人一樣，有特質，他們能成就或，破壞產品在市場上的地位。 --大衛‧奧格威20世紀著名的廣告公司經理 I see something ... something I recognize. This familiar sign tells me that I can order a personalized mocha latte or Americano. It also informs me of the quality I can expect to receive. All this knowledge rushes into my awareness as a result of seeing simple green letters on a storefront in Malaysia, Japan, South Africa, Canada, Portugal, Mexico , New Zealand or Chile. Starbucks's brand works. 當我看到某樣東西….某些我熟悉的東西，這個似曾相識的感覺告訴我，我可選擇有特色的摩卡拿鐵，或美式咖啡。它還告訴我，我可以對所獲得的品質有期待。這所有的訊息衝進我的腦海裡，結果導引出一個結果，告訴我在馬來西亞、日本、南非、加拿大、葡萄牙、墨西哥、紐西蘭或智利。去尋找店門口有簡單綠色字母的咖啡店。星巴克做到了。 KFC is another strong brand that is recognizable worldwide for its fried chicken and "Original Recipe" which hasn't changed in more than 50 years. In the automotive world, people recognize the Mercedes Benz symbol, a three-spoke emblem within a circle, as the standard in quality, safety and luxury. These three examples illustrate to me the power of branding. 肯德基是另一個強勁的品牌，全球都認得他的炸雞，和五十年不變的「獨家配方」。在汽車的世界裡，人們都認識梅賽德斯-賓士的商標，三輻徽在一個圓圈，以品質、安全和豪華做為製造車輛標準。這三個例子告訴了我的品牌的力量。 While a logo allows us to visually recognize a company or its products, its brand is something greater. A brand is the personality (or "image," as Mr. Ogilvy so aptly put it) behind the product, service or company. In each example above, we recognize each company because it has consistently delivered on its promise, and our experiences with them are consistently positive. 雖然一個商標，讓我們直覺地認識到一個公司，或者其產品，但品牌的東西更大。品牌是個性(或稱為「形象」，正如奧格威所言)背後的產品、服務或公司。在每個個案例中，我們認識到每家公司，因為它一直堅守其承諾，以及我們對他的交易經驗始終是正面的。 Executed correctly, a strong brand is instantly recognizable and consumers know what its products are, as well as the quality and service to expect, because the brand reflects the same set of values regardless of whether it is in Malaysia, Japan, South Africa, Canada, Portugal, Mexico, New Zealand or Chile. And all this information is wrapped up in a single word, a few letters or a symbol. 因為正確的執行，強大的品牌讓消費者立即識別，並了解其產品、以及服務的品質與期望，因為品牌反映了同一套價值觀，無論是在馬來西亞，日本、南非、加拿大、葡萄牙、墨西哥、紐西蘭或智利。而這一切信息，包含在一個單字、幾個字母或一個符號裡。 Is Toastmasters International recognizable to our potential customers around the world? Can we be found easily by the searching public? Does the perception of our brand accurately represent our learning program? I'm not certain that it does. However, I am certain that members of the general public find it confusing when they search for the Toastmasters program and find clubs with an inconsistent look and feel. We do not advertise the same product around the world, despite the fact that we all follow the same program. We use different colors and different images, sometimes even different logos, to advertise our programs. 國際演講會在我們遍佈世界各地的潛在會員印象中，是個可識別符號嗎？我們能否容易地透過公開搜尋而被找到？透過我們的品牌，能否準確地認識到，代表我們的課程系統？對此，我不確定我們是否已做到。不過，我相信一般大眾在會覺得疑惑，當他們搜尋找到演講會時，感覺演講課程，帶給他們的觀感，是不一致的。我們並沒有對同一產品，在世界各地做廣告。儘管我們都遵循相同的程序。我們用不同的顏色，和不同的圖像，有時甚至是不同的標識，來宣傳我們的教育系統。 Despite the confusion that exists today, I am excited as I look to the future of Toastmasters International and our strategic initiative to create a consistent look and feel for our organization worldwide. It will soon be a brand that is recognized in countries around the world by the color, the content and the symbol used to advertise what we stand for. We need to decide as David Ogilvy suggested what image we want for our brand and make an all-inclusive commitment to it. 儘管當今存在混亂，但是我內心感到振奮，因為我展望未來，國際演講會在策略上，是主動創造一個，不論外觀或感受都是永續的世界性組織。這將很快成為一個品牌，是世界各國公認的顏色、內容和符號用來宣傳我們的主張。我們必須做這決定，如大衛奧格威所說，我們要為我們的品牌，塑造出怎樣的形象，就要竭盡所能去成就它。 Pat Johnson DTM 派蒂強森 DTM　International President 國際總會會長　譯者：陳建能 Jonathan Chen, ACB, ALS, ALE MAX Toastmasters Club


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Pat Johnson DTM 派蒂 強森 DTM International President 國際總會會長

Pat Johnson DTM 派蒂強森 DTM　International President 國際總會會長
　