Today's advice comes from Craig Romanok, managing director of Cline Davis Mann Princeton:
今天MBA小課堂的嘉賓是來自Cline Davis Mann Princeton的常務(wù)董事Craig Romanok：

"The first step in getting the brand team aligned with the brand strategy or brand new idea is to make sure that they understand and really embrace what that brand stands for from a purpose perspective."
“如果想要一個(gè)品牌團(tuán)隊(duì)認(rèn)同新的品牌想法或品牌戰(zhàn)略，那么，首先要做的就是讓團(tuán)隊(duì)的成員理解并真正熱愛該品牌所代表的內(nèi)容?！?/div>

It's imperative that your team is on board with the overall goal you've created for the brand. Without enthusiasm and belief in the brand, the results of your success will be subpar. People tend to work harder when they're mentally invested in the project.
團(tuán)隊(duì)必須認(rèn)同你為品牌樹立的宏觀目標(biāo)。如果團(tuán)隊(duì)對(duì)于品牌缺乏激情與信仰，最終結(jié)果也不會(huì)盡如人意。在項(xiàng)目中，當(dāng)團(tuán)隊(duì)成員在思想意識(shí)中支持該項(xiàng)目，那么他們就會(huì)更努力地工作。

"It's the understanding of the belief, why that brand exists, why that brand was developed, and why that brand is being marketed to the individuals in the consumer segment. Once they understand the purpose, the passion for that brand will start to exist and come alive and then they can embrace that brand.”
“這就是對(duì)信念的理解。這就是為什么一個(gè)品牌會(huì)存在，為什么會(huì)發(fā)展，為什么在消費(fèi)市場(chǎng)上會(huì)成功地被消費(fèi)者所接受。一旦團(tuán)隊(duì)成員理解了這一點(diǎn)，就會(huì)對(duì)這個(gè)品牌產(chǎn)生熱情并持續(xù)下去，接著就會(huì)擁抱這個(gè)品牌了。”

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