9/9/99 Ten Years Later
十年之後
分享者 / 李佳穎
原文網址：Link
1999年9月9日是全球品牌領導中心─經驗交流活動的開始日期。當時，我們展開了許多活動和會議，將學界和實務界的人結合在一起；同時，我們也建造了交流社群。我們亦是慕尼黑、巴塞隆納、首爾、新加坡和上海等中心網絡裡的一份子，而這些中心皆有著相同的目標：研究和了解品牌。
回顧近十年…
許多事情變了，但亦有很多事維持不變。像是品牌策略仍是企業組織的核心焦點。而在當時，還只是一個嶄新概念的「品牌經驗」，如今卻儼然成為主流思想。在1999年，沒有人關心品牌內化，但現在卻是最熱門的主題。
接下來的十年又會是變成怎樣呢？強調品牌價值的行銷手法將成為一股潮流，或是會漸漸消逝呢？品牌行銷將越來越受歡迎，或者人們會開始對這種「偽行銷」產生反感？全球品牌仍會持續發燒，或是會被「在地化」取而代之呢？
9/9/99 was the date of the experiential kick-off event for the Center on Global Brand Leadership. We have done many events and conferences, bringing together academics and practitioners. We have created communities. And we are part of a network of centers in Munich, Barcelona, Seoul, Singapore and Shanghai, all united by the same objective: to research and understand brands.
Looking back over the last ten years ...
much has changed, and much has remained the same. Brand strategy is still a major focus in organizations. Back then, experience was a radical idea; now it is mainstream. In 1999, nobody was concerned about internal branding; now it is a hot topic.
I wonder what's in for the next ten years. Will value branding become a trend, or is it just the recession? Will branding become more and more entertaining, or will there be a backlash to such fake marketing? Will global brands still flourish, or will "local" be the "next global"?
