今天，看到消息，由brandchannel評(píng)選的《2005世界最具影響力品牌》全球民意調(diào)查出爐，Google超過(guò)蘋(píng)果公司重新奪回第一的位置，蘋(píng)果排名第二，Skype排名第三，星巴克排名第四，宜家排名第五。

    如果我沒(méi)記錯(cuò)的話，Google曾在2003年獲得第一的位置。關(guān)于brandchannel，其權(quán)威性我不太懷疑，其后臺(tái)公司就是著名的Interbrand，其招牌產(chǎn)品就是“全球最佳品牌100強(qiáng)”。

    今年這個(gè)榜單，最具革命性意義的不是Google成為冠軍，而是排名前五位的都是那些新品牌，那些傳統(tǒng)品牌如可口可樂(lè)、IBM，甚至包括微軟都被擠下了名單。事實(shí)上，以Google為代表的的這些“冠軍品牌”，靠的都不是傳統(tǒng)的品牌策略，如UPS、4P什么的固定套路在做品牌，他們打破常規(guī)，標(biāo)新立異，你看到過(guò)Google做的廣告嗎？很少。你看到過(guò)Skype、星巴克、宜家正而巴經(jīng)的廣告嗎？很少。相對(duì)而言，蘋(píng)果是做硬廣告最多的公司，但是，蘋(píng)果的勝出，靠的顯然不是它在廣告上的投入。

    從工業(yè)時(shí)代到數(shù)字時(shí)代，那些讓企業(yè)賴(lài)以生存的品牌規(guī)則發(fā)生了什么變化？

    新規(guī)則尚未形成，但是，這些“冠軍品牌”有這樣的共同特點(diǎn)：

    他們把那些傳統(tǒng)營(yíng)銷(xiāo)、品牌策略扔進(jìn)了廢紙堆，他們不再墨守成規(guī)；

    他們很酷，他們把新鮮體驗(yàn)放在了第一位；

    他們很快速，幾乎是一夜之間就占據(jù)了消費(fèi)者的大腦，讓那些沒(méi)有官僚氣十足的營(yíng)銷(xiāo)規(guī)則見(jiàn)鬼去吧；

    他們很懂人性，而把陷入窠臼的消費(fèi)者需求拋在腦后；

    他們最擅長(zhǎng)發(fā)揮民主的力量，讓每個(gè)消費(fèi)者掌握品牌的話語(yǔ)權(quán)，讓所謂的品牌管家靠邊站吧。

    來(lái)自brandchannel的文章：

    In 2005's results, Google took the lead from Apple in what is shaping up to be a back and forth contest through the years for these two innovative tech companies. Each year one out-does the other, and this time it is Google's turn to shine.

    Google went public in the summer of 2004, and the hype hasn't died yet. Notable milestones in 2005 included the launch of Google Mini (around the same time that Apple unveiled its own mini product) and Desktop Search, which, like most Google product, falls under the "descriptive" school of naming. The quirky brand also treated us to Google Earth, arguably the greatest thing to hit the Internet since porn.

    Prior to Google, life was a source of wonder with no ready answers; with Google, we are all instant scholars. It's no exaggeration to wonder how we functioned without such a tool in our lives. Those worried that the company might run out of ideas should visit Google Labs—a welcome assurance that more delights are close on the horizon.

    Equally impressive on the innovation front, Apple unveiled a tremendous amount of new product in 2005, prompting pundits to speculate that the brand would soon flame out in exhaustion. (Just how low are our expectations?) The iPod shuffle, iPod nano, iPod video, Mac mini, and Tiger operating system all emerged from the busy Cupertino workshop this past year.

    Well below these two leaders but rounding out the top five for Global brands are newcomer Skype and old favorites Starbucks and Ikea.

    Skype rapidly took off in Europe before being bought by eBay in September 2005. Launched in 2003 and headquartered in Luxembourg, Skype is a voice over Internet protocol provider, which allows free (or cheap) communication between users over the Internet. Skype is not alone in the field or unhindered for future growth; competitors include Google Talk, Vonage, and SIP; hurdles include Luddites.

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