《品牌双螺旋》内容简介

　　随着市场数字化营销不断深入推进，在传统营销时代一个很难想象的问题被提了出来：品牌是否还重要？随之而来的问题是，在新消费时代商业环境发生颠覆性变化的当下，做品牌（做广告、能带货、有定位）和建设品牌有何不同？品牌到底发生了什么变化？什么才是真正的品牌？

　　本书以两位作者多年在市场营销领域的实践、研究为基础，从“智”和“情”两个维度出发，提出了“品牌双螺旋”品牌打造理论体系和实操方法论，系统化地梳理了打造真品牌的五大层面“使命初心、用户满足、市场破局、品牌升维、全域链路”。依靠DNA式的智情融合双驱、螺旋成长，企业既可以回归本质进行品牌建设，又可以利用数字化变革时代的新方法解决品牌问题。

　　在这个消费者主权、品牌加权的时代，品牌双螺旋能够帮助广大企业家、创业者和营销人打造穿越周期的品牌力量，走向“真品牌”“好品牌”的基业长青之途。

　　作者简介

　　鲁秀琼

　　JoannaLu

　　贝恩公司全球专家合伙人，曾任联合利华中国区市场总监、可口可乐中国区和韩国区CMO。多年来成功塑造美汁源、冰露、fuzetea等价值10亿美元以上的品牌，她还是可口可乐、雪碧、芬达、奥妙、多芬、力士、中华牙膏等全球著名品牌负责人。曾服务多个中国品牌，推动品牌指数级增长，并帮助多个数字化平台制定商业化战略。荣获过多个亚太区大奖和荣誉称号：2019艾菲奖金奖、《哈佛商业评论》首届“中国新增长创新30人”、CampaignAsia2018年度“亚太地区影响力CMO”等。

　　王赛

　　SamWang

　　CEO咨询顾问，师从现代营销学之父菲利普·科特勒，专注于增长战略、市场营销与品牌战略的咨询，现任科特勒咨询集团董事合伙人。曾担任宝钢集团、海尔集团、字节跳动、中航国际、小米、腾讯等70多家公司的顾问，并在长江商学院、清华大学、香港大学等17家学府、商学院执教高级管理课程。他提出的“增长五线”“增长结构”以及“增长地图”等系列增长战略方法论对业界产生了广泛影响，著有《增长结构》《增长五线》等书。

"Brand double Helix" content introduction

With the continuous advancement of digital marketing in the market, a question that is difficult to imagine in the traditional marketing era has been raised: Is the brand still important? The question that follows is, what is the difference between branding (advertising, carrying goods, positioning) and building a brand in the current disruptive changes in the business environment in the new consumer era? What has happened to the brand? What is a real brand?

Based on the practice and research of the two authors in the field of marketing for many years, from the two dimensions of "wisdom" and "emotion", the book puts forward the theoretical system and practical operation methodology of "brand double spiral" brand building, and systematically combs the five aspects of building a true brand: "mission, customer satisfaction, market disruption, brand dimension enhancement, and global link". Relying on the DNA-type intelligence integration of dual drive and spiral growth, enterprises can not only return to the essence of brand building, but also use new methods in the era of digital change to solve brand problems.

In this era of consumer sovereignty and brand weighting, the brand double helix can help the majority of entrepreneurs, entrepreneurs and marketers to build brand power through the cycle, and move toward the path of "true brand" and "good brand".

About the author

Lu Xiuqiong

JoannaLu

He is a global expert partner at Bain & Company and has served as the Marketing Director of Unilever China and CMO of Coca-Cola China and Korea. Over the years, she has successfully created brands worth more than $1 billion such as Minute Maid, Ice Dew, fuzetea, and she is also the head of global famous brands such as Coca-Cola, Sprite, Fanta, Enigma, Dove, Lux, and Zhonghua Toothpaste. He has served multiple Chinese brands, driving exponential brand growth, and helped develop commercialization strategies for multiple digital platforms. He has won many awards and honorary titles in the Asia-Pacific region: 2019 Effie Prize Award, the first Harvard Business Review "30 New Growth Innovators in China", CampaignAsia2018 "Asia-Pacific Impact CMO" and so on.

Wang Sai

SamWang

CEO consultant, trained by Philip Kotler, the father of modern marketing, specializes in growth strategy, marketing and brand strategy consulting, and is currently a managing partner of Kotler Consulting Group. He has served as a consultant to more than 70 companies such as Baosteel Group, Haier Group, ByteDance, AVIC International, Xiaomi and Tencent, and has taught senior management courses at 17 universities and business schools, including Cheung Kong Graduate School of Business, Tsinghua University and the University of Hong Kong. His series of growth strategy methodologies such as "Five Lines of Growth", "Growth structure" and "Growth map" have had a wide impact on the industry, and he is the author of books such as "Growth Structure" and "Five Lines of Growth".