When the organizer invited me, I had just handed over the position of CEO of Ogilvy & Mather China. I told each other frankly, "Do you want to invite others?" The organizer replied, "We are looking for you, not your title."
In fact, when I handed in baseball, I was singing a song called anxiety, worrying that my personal value would be challenged inside and outside the organization.
The organizer's sentence that we invited you, not your title, was like a blow to me, which made me suddenly enlightened, but you are your own brand and you are the CEO of your life. The journey of life is ever-changing, and your personal brand is your greatest wealth.
So I decided to use my personal experience to share with you how to build a personal brand.
My brand career began with serving a fast-moving brand of a multinational company in Taiwan Province Province. It took three years to turn a shampoo brand that was four times more expensive than the market at that time into the most popular high-end brand for women. The unprecedented spread of fragrance marketing made me famous in World War I, addicted to it and inspired my love for the brand.
The English word BRAND was originally a mark printed on animals, but I didn't expect it to become so learned now. I'm showing off here: brands are bigger than products, and there is a product behind all brands, but not all products can become brands. For example, I believe that there are at least 1000 people named Ma Yun in Chinese mainland, but not all people named Ma Yun can become Ma Yun of Alibaba.
Brands include corporate brands, commodity brands, national brands, city brands and personal brands.
As far as people are concerned, your talent is the product, and your word of mouth is the brand.
Brands, like people, should have a purpose when they live. In Chinese, it is the purpose, which sounds very utilitarian. I upgraded it to a dream. The higher purpose is ideal. Ideal is the brand's external view of the world, and forms a set of value system to drive the brand's actions. Sounds a little high, doesn't it?
Like people, ideals make brands invisible.
I would like to ask how many girls at the scene think they are beautiful. Please raise your hand! This is why I like Dove's communication activities to promote women's beauty and democratization around the world:
Please enjoy a video of Dove! See how the beauty of women has evolved.
I hope all women will have more confidence in themselves in the future!
So what is Ogilvy's brand ideal?
This great ideal was launched by Ogilvy & Mather all over the world. Chinese translation was studied word for word by me and a senior creative director. The sentence "inner greatness" is a bit awkward, don't underestimate it! Touched many people.
From the professional level, we help enterprises and brands to play their inherent grandeur;
From the personal level, create an environment and culture for employees to display their talents!
This ideal coincides with my personal idea. I have a partner who has worked for 30 years-Mr. Song Zhiming. In the 1980s, we introduced Ogilvy from all over the world, rescued an advertising company that was affiliated to a consortium in Taiwan Province Province but was on the verge of bankruptcy, and renamed it Ogilvy Taiwan Province Advertising Company, making Ogilvy officially land in Taiwan Province Province. In the early 1990s, we set up Ogilvy & Mather by transferring talents from the Taipei office and started the Long March in Chinese mainland.
In the past 30 years, we have created a strong corporate culture that values individuals, knowledge and creativity. We have a lot of pioneering work in the industry: senior system to coach newcomers, paid vacations for senior people to study, and annual tours for young people to go abroad early to gain knowledge. Throughout the year, Ogilvy trains, sharing new knowledge and publishing books, and accumulating knowledge. I have been the editor-in-chief of Ogilvy & Mather for 25 years, longer than I have been the CEO.
With knowledge and insight, everyone can enjoy work and life by exerting their creativity. There is another advantage of being creative constantly-you will look younger and more energetic than your classmates in a few years. If you don't believe me, you are welcome to join us and try!
Of course, corporate culture should also be innovative. In the digital age, creativity and technology are inseparable. I set up an art gallery in Beijing office, using the space between conference rooms to provide free exhibition space for young artists to stimulate their creativity, and we also set up a digital laboratory to release the latest application technology. Grasping both humanities and science and technology, hoping to stimulate cross-border thinking. Welcome to Ogilvy's office sometime!
Over the years, we have trained many general managers for the industry and have more first-line, second-line and even third-line management talents than our competitors. They are all at the forefront, leading the new generation, so I can hand in the baton smoothly, and let a hundred flowers blossom and birds contend in front of me. I believe that everyone can display their innate grandeur.
Over the past 30 years, I believe I have played my inner greatness! Apart from Ogilvy & Mather in Taiwan Province Province, I worked in Ogilvy & Mather in London for nearly a year. In 2003, when I was transferred to Ogilvy & Mather, I was the chairman of Taiwan Province Ogilvy & Mather Group. In March of that year, I began to live in the north, and I won nine drafts a year. But when SARS broke out that year, my business almost stopped and I almost closed down. Fortunately, my personality is persistent and I didn't give up. This year is my 1 1 year in Chinese mainland. Thanks to the team's efforts, Ogilvy China is now the third largest office in the world. Talking about this matter is actually telling you that never giving up is the spiritual clause of building a personal brand!
I suggest you take yourself as a luxury brand, because your uniqueness and rarity are the basic equipment of luxury brands. Find out the unique elements of the individual and let yourself shine!
Introduce another "Hua" to help you build your personal brand. The left wing represents self-exploration. What kind of person do you want to be? The core is self-commitment. what do you want to do? Remember to have a high level! Right wing creates brand experience, your actions, display and innovation. Think about this. With this China, you can see farther and fly higher! Don't worry, it's a tool, not a butterfly effect!
Grounding gas, you also need a brand white paper to write down all the key factors of your brand in black and white. This is a kind reminder: small achievements will not get carried away; When you are frustrated, you won't be depressed!
Let's talk about enthusiasm, just like love: even the best years will gradually evaporate, and disasters will come and be tested. When I was the general manager of Ogilvy Advertising in Taiwan Province Province, the environment changed, and Ogilvy Network strictly controlled its finances. At that time, the famous executive creative director thought that Ogilvy & Mather cultural change led to the team leaving. One third of the 90-person company has left, just like the dairy factory. The cow left, so did the workers, leaving the factory director. Because of Ogilvy's brand, they resigned in a newspaper with the title: Ogilvy's empire collapsed! The reputation of companies and individuals has been hurt. I was in great pain. That was the year when I shed the most tears in the advertising industry. I cried my enthusiasm away! My indomitable personality inspired me to reorganize the company and promote talents. It took me two years to rebuild Ogilvy & Mather. Later, the performance of the team was rated as the agent of the year by two professional magazines.
In the face of failure, reborn, let me find my enthusiasm! The turning point in life is actually a critical moment for you to fan the flames and rekindle your enthusiasm! When you start to strive for the top, you should focus on career development and cultivate your reputation. Keep improving your dreams, and your enthusiasm will never end.
Dreams are the vanguard of ideals. As long as a dream is realized and the inherent grandeur is brought into play, the ideal will not be too far away!
One more thing!
I still have a big dream. There is a saying: "The back waves of the Yangtze River push the front waves, and the front waves beat to death on the beach." In fact, the front wave doesn't have to die too early, you can turn around and embrace the back wave. See how many rookie in the workplace started in the society, and they need life mentors; It's more than enough for the elders who have a successful career to be mentors, not to mention that elders need to grow backwards and learn new things to avoid Alzheimer's disease! Therefore, I hope to integrate the resources between enterprises and establish an O2O life university, OnlinetoOffline, OnetoOne, so that the back waves and the front waves can be adopted from generation to generation.
An ideal, let you never give up; A butterfly helps you build a brand; A white paper to remind you not to forget your original intention; A passion that supports you to go forward bravely.
Youareyourownbrand！ I wish you a good journey and success!
Course link:/boke/page/s/0/z/s0142w51hrz.html.
Completed by elvi