"Brand is becoming more and more important," says Joanna Seddon, chief executive of Millward Brown Optimor. “品牌正变得越来越重要,”MillwardBrownOptimor首席执行官乔安娜•塞登(JoannaSeddon)表示。
One idea, Seddon says, is that HDL may act as a transport system for the eye, ferrying in nutrients that protect the retina from the bloodstream. 赛登说,有一种情况可能是:对于眼睛来说,高密度脂蛋白可能是扮演一种传导系统,通过输送血流中的营养物质来保护视网膜。
MS Seddon argues that strong brands allow companies not only to increase their revenues and margins but to deploy capital better and gain ancillary advantages. 塞登提出,强大的品牌不仅能让公司提高收入和利润空间,也能让它们更好地配置资产,获得附带优势。
As Ms Seddon puts it: None of them has a very strong brand. 正如塞登所说:没有一家公司拥有非常强大的品牌。
MS Seddon believes that the drivers behind this outperformance include the fact that strong brands can more readily increase their revenues and market share. This is because people are more attracted to the products and are more likely to be loyal to them. 塞登相信,这种表现背后的原因之一是:强大的品牌更容易提高收入和市场份额,因为人们更容易受这些产品吸引,更容易对品牌保持忠诚。
MS Seddon echoes this focus on building brands through technology that empowers consumers. 塞登赞成这种着重依靠赋予消费者力量的技术来建设品牌的做法。
One of the most forthright and persuasive critics of the targets culture is John Seddon, managing director of UK-based consultancy Vanguard. 对指标文化最直接、最有说服力的抨击者之一,就是英国咨询公司Vanguard的总经理约翰•塞登(JohnSeddon)。
However, Ms Seddon says this momentum may not continue: HP has for years invested consistently in a strong brand. 不过,塞登表示,这种势头也许不会持续:多年来,惠普不断投资于打造强势品牌。
If you have a strong brand and invest in new products or markets you can get somebody else to take your investment risk, says Ms Seddon. 如果一个知名品牌投资于新产品或新市场,往往可以找到别人替你承担投资风险,塞登表示。