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FutureBrand全球首席戰略官Jon Tipple專訪 | 未來有潛力的品牌是怎么樣的?

隨著時代的發展,社會經濟發生了翻天覆地的變化,傳統企業面臨突破創新,線上企業開始著陸線下實體,線下實體開始擁抱互聯網,越來越多的人和企業開始將目光集中在企業長遠戰略上。不過作為現代企業,要想企業良好長久的發展、都需要了解一下未來有潛力的品牌是怎么樣?關于這個問題標志共和國官邀請到全球著名的戰略咨詢公司FutureBrand的全球首席戰略官Jon Tipple來告訴你!

訪談嘉賓:
Interview guests:??

本期,我們采訪了FutureBrand全球首席戰略官Jon Tipple,同時特別感謝FutureBrand中國區總經理Sophie全程翻譯。Rologo與FutureBrand全球首席戰略官Jon和中國區總經理Sophie共同探討了關于未來有潛力的品牌是怎么樣的。

In this issue, we interviewed Jon Tipple, Global Chief Strategic Officer of FutureBrand, and thanked Sophie, General Manager of FutureBrand China, for her translation. Rologo, together with FutureBrand Global Chief Strategic Officer Jon and Sophie, China’s general manager, discussed what potential brands would look like in the future.

Jon Tipple? ??
Chief Strategy Officer, Worldwide?全球首席戰略官??
FutureBrand??

Jon是一個具有國際經驗的品牌戰略家,曾服務于多個不同類型的創意項目。他大學畢業時加入了奧美的畢業生計劃,并與一些世界領先的品牌和企業合作,通過直接營銷、廣告、創新和品牌體驗設計來推動企業的業務增長。

工作經驗:在2012年加入未來品牌之前,他曾經任職于Saatchi&Saatchi、FCB、Rainey Kelly Campbell Roalfe(rkcr/y&R)和麥肯。Jon領導了許多區域性和全球性的品牌策略、體驗設計和創新項目,覆蓋快消品、金融、科技、零售、交通、體育和媒體等行業。

他的品牌經驗包括:倫敦奧運會、紅牛、微軟、雀巢、達能、維珍、 AB InBev, Bacardi和英國廣播公司。

Jon在創意行業獲得的獎項包括:D&AD Yellow Pencil, EPICA Effectiveness Agency of the Year and Grand Prix, IPA Effectiveness and the APG Grand Prix。

Jon is a brand strategist with international experience across a variety of creative businesses. He joined the Ogilvy & Mather graduate scheme from university and has worked with some of the world’s leading brands and businesses to drive growth through direct marketing, advertising, innovation and brand experience design.

Prior to joining FutureBrand in 2012, his agency experience included Saatchi & Saatchi, FCB, Rainey Kelly Campbell Roalfe (RKCR/Y&R) and McCann. His brand experience includes the London Olympic Games, Red Bull, Microsoft, Nestle, Danone, Virgin, AB InBev, Bacardi and the BBC and his creative industry awards include a D&AD Yellow Pencil, EPICA Effectiveness Agency of the Year and Grand Prix, IPA Effectiveness and the APG Grand Prix.

Jon在FutureBrand負責品牌策略、業務開拓和FutureBrand的全球方法論。他對于為世界上最重要的品牌和企業帶來能夠幫助他們重新定義行業/類別的創意充滿激情。

Jon is responsible for brand strategy, business development and FutureBrand’s global methodology at FutureBrand. He is passionate about bringing ideas to the world’s most important brands and businesses that can help them redefine their industries/categories.

R:Rologo? ? ? ? J:Jon ? ? ? ?

關于FutureBrand
About FutureBrand? ?

我們稱自己為富有創造力的未來公司,之所以稱為有創意的公司是指我們的人才是有創意的。我們會選擇在一些人才繁盛的城市去建立自己的分公司,并不是因為要布局全球網絡,而是因為那些城市的人更加年輕、更聰明、更加令人興奮和有趣。

We call ourselves creative future company. And the reason for that is because of our people. We have offices in some of the most exciting cities in the world, because that’s where great talent exists, not because we need to have a network,? We have business, we have offices in cities where the talent lives, where young, smart, exciting, interesting people live. And therefore we want to be where they are.

R:你能介紹一下FutureBrand的《2018未來品牌指數報告》嗎?
Can you introduce the 2018 Future Index Report ???

J:??FutureBrand全球發布了《2018未來品牌指數》報告,并公布了最具未來發展潛力的世界100強品牌,該報告平均兩年發布一次(《2020年未來品牌指數》報告很快將會發布)。此指數對普華永道全球100強?(全球市值最大的100家公司)按照品牌感知力重新排序。我們認為好的業務和品牌是指那些能夠將品牌意義和對外傳遞的品牌體驗保持一致并做很好結合的品牌。在這個品牌榜單里面,排名第一的是迪士尼,第二名是茅臺,這兩個品牌在這方面做得非常成功。像迪士尼不僅擁有很好的品牌意義,還有很好的品牌體驗。迪士尼提供的體驗完全是基于品牌的目的和意義。茅臺也是一樣,在全球范圍內人們都能夠感受到良好的體驗與品牌承諾的結合。

J:?Futurebrand global has released the 2018 FBI report and the world’s top 100 brands with the most potential for future development, which is released once every two years on average(<2020 FBI> report will be released soon). The FutureBrand Index is a global perception study of the PwC Global Top 100 Companies by market capitalization.

We believe that good business and brands mean that brand purpose is consistent with the brand experience of external transmission, and the two can achieve a good combination of brands. In this index report, the first is Disney and the second is Maotai. These two brands have made great success in this respect. For example, Disney not only has a successful brand purpose, but also has a good experience. The experience Disney offers is entirely based on the purpose and meaning of the brand. The same is true for Maotai. People all over the world can feel connection between good experience and brand commitment. The same is true for Maotai. People all over the world.

R:FutureBrand全球辦公室協作模式是怎樣的?
FutureBrand Global Office Collaboration Model?

J:?FutureBrand目前全球的業務重心是三個市場,分別是北美、歐洲和大中華區。我們的工作模式是以客戶需求為出發點。例如在中國發起的項目,客戶想要一個全球化的團隊,或者它有一個全球化的業務愿景,我們就在全球各地抽出最適合客戶的人才,去組建一個團隊。如果這個項目立足于中國辦公室,全球其它國家的人就需要以支持的角色全力配合,而不是說他們從外國總部過來,直接告訴中國辦公室你要怎么做。而是反過來我們告訴他怎么做,按我們的要求來支持我們。例如“綠葉”項目是在中國區與客戶建立了良好的關系,我們的澳大利亞團隊和倫敦團隊也加入支持項目。第二個案例就是“米思米”他是一家日本的企業,但我們服務的是中國市場的客戶,該項目當時也是由倫敦的設計師,還有另外一個國家設計師參與其中。其次就是香港“亞足聯”的項目,也是全球辦公室協同辦公,其中包括澳大利亞、中國、倫敦在一起去服務客戶。

J:?Futurebrand’s current global focus is on three markets, North America, Europe and greater China. Our working mode is to give customers demand as the starting point. For example, for a project set up in China, if the customer wants a global team, or it has a global business vision, we will select the most suitable talents around the world to form a team. If this project is based on the Chinese office, people from other countries around the world need to fully support us, rather than say that they come from foreign headquarters and directly tell the Chinese office what you need to do. Instead, we will tell him how to do it and support us according to our requirements. For example, the “Luye life sciences” project has established a good relationship with customers in China, and our Australian team and London team have also joined in to support project. The second case is MiSuMI, a Japanese enterprise, but we serve the Chinese market. At that time, the project was also participated by designers from London and another country. The third project is the Hong Kong “AFC” project, which is also a global office collaborative office, including Australia, China and London together to serve customers.

R:FutureBrand在項目執行過程中,品牌策略與品牌設計的前后關系是什么?
What is the relationship between brand strategy and brand design implementation in FutureBrand project implementation?

J:首先要知道的是,沒有組織或客戶愿意付錢讓你憑空想象和打造品牌策略、品牌設計。所以我們所有的項目通常都是從假設開始的,從答案會在哪里的想法開始。然后,我們隨后會試圖通過一系列有關組織歷史、當前市場、競爭形勢的調查來探索這一假設,我們稱之為洞察。然后我們再看看品牌所處行業的趨勢。這個品類的未來在哪里?相鄰品類的未來在哪里?然后,我們將其整合成一個愿景,一個組織中每個人都能從中得到啟發的創造性愿景。然后我們根據這一思路構建設計、架構和進入市場的完整解決方案。

總結起來就是假設、調查、推薦、執行,諸如此類的事情。

我們試著找樂子,因為幫助客戶看到一個新未來是非常令人興奮的。如果我們說我們開啟了未來,整個體驗應該會讓人感到非常興奮、非常吸引人、非常有趣,我們會盡力去享受樂趣。

J:? The first thing to know is that no organization, no clients pays you to turn up. he can’t turn up knowing nothing these days.

So all of our projects usually start with the hypothesis. We start with an idea about where we think the answer is going to be. And then, but we then seek to explore the hypothesis through a series of inquiries relating to the history of the organization, the current markets, the competitive situation, we call it insights. And then we look at foresight. Where is the future of the category? Where is the future of adjacent categories? And then we bring that together into a vision, a creative vision that everyone in the organization can be inspired by. And then we build design, architecture and complete go-to-market solutions based on that piece of thinking.

That’s hypothesis, inquiry, recommendation, execution, kind of things.

And we try to have fun because it’s quite exciting to see a new future to help client. If we say we unlock the future, the whole experience should feel quite exciting and quite engaging and quite fun and we try to have fun.

 

R:需要具備什么樣的條件,才能稱為未來具有發展潛力的品牌?

What kind of brands can be called future-proof brands?

 

J:任何一個品牌,我指的是產品品牌、企業品牌、服務品牌、城市品牌,都可以有一個令人興奮的未來,我們稱那些品牌為“未來品牌”。經得起未來考驗的品牌是那些非常專注于將這一目標與其經驗聯系起來的品牌。比如說,我們很快就會推出,每兩年一次的公司未來品牌指數。今年我們將通過國家指數來尋找今年最令人興奮的國家。像日本、挪威、德國這樣的國家,被認為是有著其明確存在意義的國家。當你體驗到那個國家的時候,你會感覺到它符合這個目的。你知道,這只是一個例子,很多東西都可以是品牌,但并不是每個品牌都可以成為未來品牌,因為不是每個品牌都將目標和體驗聯系在一起。所以,我們想說,這樣類型的國家品牌、公司品牌、服務品牌,才會有令人興奮的未來。

J: Any brands, by which I mean product brands, corporate brands, service brand, city destination brands can be described as having an exciting future and being a future brand. The future-proof brands are the ones that are very focused on connecting that purpose with their experiences. So, for example, we are soon to launch, every other year, we do the future brand index of companies. This year we’re doing the country index to find the most exciting countries this year. Countries like Japan, Norway, Germany are seen to be countries having very clear focus of why they exist. And when you experience that country, it feels in line with that purpose. You know, it’s just an example, lots of things can be brands, but not every brand can be a future brand because not every brand lives as a connection between the purpose and experience. So, we would like to say, the countries, the companies, the services, those types of brands, that are delivering on that have exciting futures.

R:剛剛你一直在強調品牌體驗,你能介紹一下品牌體驗嗎?
Just now you have been emphasizing the brand experience. Can you introduce the brand experience?

J:當然。如果你把品牌理解為它是一種承諾,那么品牌體驗就是你創造的一切以及你如何遵守品牌承諾。
這對B2B品牌和B2C品牌來說都是一樣的,不管你是哪種品牌,不管你是通過員工,通過合作伙伴,還是通過客戶或最終消費者提供體驗。這是你給他們的感覺,當他們使用或與品牌進行其他互動時,或者當他們為你工作時,他們是如何看待你的。每一次與品牌的互動就是一切,這就是品牌的生命力。所以當我談到體驗時,我指的是品牌在履行承諾時進行的每一種行為,與人們的每一次互動。如果其中的一些品牌體驗沒有了,那么受眾就會感覺不到這個品牌了。比如,如果我設立了一家令人驚嘆的酒店,消費者在酒店的每一次體驗都必須能兌現到這一承諾,這是一個例子。

J: Sure. If you think of brand as your promise, then the experiences are what you create and how you keep the brands promise.

And that’s true for both B2B brands and B2C brands, it doesn’t matter what type of brands you are, whether you are delivering experience through employees or through stakeholder investors or through customers or through end user consumers. It’s how you make them feel, what they think about you as a brand when they use or engaged by you, or when they work for you. And it’s everything, every interaction with the brand, it’s how the brand comes to life. So when I talk about experience, I mean every behavior, every interaction that people have with the brands when they deliver on the promise of the brands. And if some of those are off, then the brand will feel off. So if I set an amazing hotel, every experience consumer has in the hotel has to deliver on that promise. So it’s always about that. But it’s an example.

R:在幫客戶做體驗的時候,會幫客戶做整個品牌的監管嗎?
When helping customers with their experience, will they help customers with the supervision of the whole brand?

J:FutureBrand可以幫助客戶提供和打造品牌體驗,但這并不意味著它可以服務于客戶體驗的方方面面。例如,我們可以做包裝、標志、視覺和網站,但我們不做廣告。在我們不做的環節,我們會幫助客戶做監督和審核,審核他們在這些地方是否兌現了品牌承諾。我們將幫助客戶創建一個藍圖和一個大的計劃,以幫助它實施品牌體驗。

有時候,我們并不是說我們能提供每一種體驗。但我們希望能為客戶提供藍圖,讓他們能夠實施計劃,并根據品牌計劃評估他們創造的體驗。我們做服務設計、體驗設計、包裝設計、環境設計。例如,我們不做廣告。在這些情況下,我們希望確保客戶所做的與我們定義的品牌宗旨和體驗相一致。

J: ?FutureBrand can help customers deliver and build brands experience, which does not mean that it can serve all aspects of customers’ experience. For example, we can do packaging, logo, vision and website, but we don’t do advertising. In the link we don’t do, we will help customers to do supervision and audit, and audit whether they have delivered their brand commitment in those places. We will help customers create a blueprint and a big plan to help it implement the brand experience.

Sometimes. We don’t mean to say we deliver every experience. But we hope to provide clients with the blue print, the plan that allows them to implement the plan and to evaluate the experiences they create against the brand plan. We do service design, experience design, packaging design, environments design. We don’t do, for example, advertising. In those situations we would want to make sure what the client do is aligned with the brand purpose and experiences we defined.

R:你認為中國品牌發展處于那個階段?
What stage do you think China’s brand development is at?

J:在我們的《2018未來品牌報告》中已有有非常強大的中國品牌,比如茅臺、中國工商銀行、騰訊、中國人壽、平安等,我相信未來會是中美品牌主導、占據前十的時期。目前還不清楚的是,有多少是中國的,多少是美國的,誰將在前十名中名列前茅,誰將排名中后。但中國公司在未來將非常非常強大,我認為他們可以成為一支令人難以置信的力量。中國品牌非常雄心勃勃,對以積極的方式在世界上占有一席之地感到興奮。在很多方面,我認為中國品牌現在比美國品牌對世界更加開放。這很令人興奮。

當人們提到它是中國制造或是中國品牌時,對中國的印象不如一些中國的企業品牌。在我們公布的國家品牌排行榜中,中國排名不太好。要改變人們對中國的全球認知還有很多工作要做,這需要一點時間,但這些公司將會扮演著重要的角色。

J:?Once again, in our 2018 FutureBrand report, Chinese enterprises have very strong Chinese brands in that report, such as Moutai, industrial and Commercial Bank of China, Tencent, China Life Insurance, Ping An, etc. I believe that the future will be a period when Chinese and American brands will dominate and occupy top 10.? What’s not so clear is how many will be Chinese, and how many will be American, and who’s gonna be at the top of the top ten, and who’s going to be in the middle and the bottom. But Chinese companies are set to be very, very powerful in the future and I think that they can be an incredible force for good. I think that Chinese brands are very ambitious and excited about having a presence in the world in a positive way. And in many ways, I see Chinese brands being more open to the world than American ones right now. And I think that’s very exciting.

When people mention that it is made in China or a brand in China, the impression of China is not as good as some Chinese enterprise brands. In our national brand list we released, the China? ranking is not so good.? I think that there is work to be done to change people’s global perceptions of China, which will take a little bit longer, but I think the companies can play a big role.

R:對于傳統企業應該通過什么樣方式去擁抱互聯網?
How should traditional enterprises embrace the Internet?

??J:我認為到目前為止發生的事情是,傳統的公司能夠使用數據和自動化,他們能夠以一種非常簡單的方式使用數據,但實際上他們還無法將其嵌入到業務的核心。這就是機會。我要給你們舉一個例子,不是中國的例子,但是有一些傳統的歐洲品牌,有些甚至是老公司,比如英國的皇家郵政在擁抱新技術,用新的數字平臺擁抱新的受眾方面做得非常非常好。我們一直在與皇家郵政合作,幫助他們從一個為中小企業投遞郵件、老式信件和紙張的公司轉型為一個更好、更智能的業務平臺。我認為一些航空公司已經很擅長從傳統的公司、傳統的企業轉變為擁抱技術,使用手機讓人們管理他們的旅程,辦理登機手續,獲取最新信息,我認為這只是技術的智能集成,但我仍然認為我們正處于可能發生的事情的開始。當你來到中國,你會看到微信不僅融入了日常生活,而且融入了我們與企業互動、與公司互動的方式。我想這開始暗示了我們要去哪里。當我來到這里(Jon住的酒店)的時候,這里的一位經理說“如果你需要什么,就聯系我”。我想她可能指的是打電話給服務臺,但她其實后來加了我的微信,我們用微信聯系。我們以前決不會這樣做。因此,它展示了微信這樣的技術是如何使傳統的酒店和傳統酒店的傳統客人更便利。

J:?I think what has happened so far is that traditional companies have been able to use data and automation where they’ve been able to implement data in a way that’s incredibly easy, but they haven’t actually been able to embed it in the heart of their business. And that’s the opportunity. The example I would point you towards is not a Chinese example, but there’s some of the traditional? European brands, some even old companies, like, the Royal Mail in the UK has been very, very good acts in embracing new technology, embracing new audiences with new digital platforms.We’ve been working with the Royal Mail to move them from being a company that’s associated with delivering post, old school letters, paper to an organization that stands for small businesses and medium-sized businesses, and allowing them to use Royal Mail platforms to do better, smarter business and delivery. I think some airlines have been quite good at moving from being traditional companies, traditionalbusinesses to embracing technology and using phones to allow people to manage their journey to check-in, to get updates to, and I think that’s just been smart integration of technology, but I still think we’re at the very beginning of what can happen. And when you come to this part of the world,you see the Wechat is integrated not just into everyday life, but is integrated into the way we interact with businesses, interact with companies. I think that begins to give a hint of where we’re going. When I came here(the hotel Jon stays), over there, this chief manager, when she said “if you need anything, just call me”. I thought she might call the desk, but she means connecting on Wechat, and we would never do that before. So it shows how technology like Wechat is becoming and facilitating traditional businesses like hotels with traditional people like hotel guests.

R:對于同樣行業不同國家的項目,在服務過程中有哪些區別:
For projects of the same industry in different countries, what are the differences in the service process:

J:我經常想,有時候差異被夸大了。
如果有明顯的差異,雖然是有差異,但其中一個明顯的差異是中國的絕對市場規模和中國從過去到未來的變化速度。我認為,在某些情況下,中國的發展速度和規模使它特別具有挑戰性。還有高度發達的文化和社會凝聚力的常態:你會怎么說,你的行為方式,你的運作方式,你的說話方式,公司的分層方式。我認為這些差異都是存在的。但在某些方面,它似乎非常保守。我認為,為了給這個地區的公司帶來組織變革,你必須特別注意不僅是商業問題或品牌問題,而且你必須真正了解這的人們、風俗習慣和慣例。這是一個特別不同的事情,但所有這些事情都存在于世界各地,這只是一個問題,看到中國不同的地方,并不困難。只是不一樣,你必須學會傾聽。

我們將很快與中國航空公司合作,我們對航空公司有很多經驗。在我看來,航空業面臨的挑戰是一樣的,航空業是全球性的。當你給傳統和老牌航空公司帶來變革時,你面臨的挑戰是一樣的。在某種程度上,這取決于你所處的行業。但我認為,從根本上講,會有更多的共同點,而不是差異。

J:?I think quite often, sometimes the differences are exaggerated.What if the obvious differences, though there are differences, and one of the obvious ones is that sheer size of China and the speed with which China is changing from the past to the future. And I think that in some instances, that pace and the size of China makes it especially challenging.There’s also a very highly developed culture here and the normality of social cohesion: how would you say, how you behave, how you operate, how you talk, the way companies have layers. I think that exists in the world. But it seems to be really quite conservative here in some ways. And I think in order to bring organizational change to companies in this part of the world, you have to be especially attuned not just to the business problem or the brand problem, but you have to really understand the people, and the customs, and the conventions. It’s one of those things that’s especially different, but all of those things exist everywhere in the world and it’s just a question of seeing China somewhere different but not difficult. It’s just different and you have to learn and listen.

We will soon be working with the Chinese airline and we have a lot of experience with airlines. And it seems to me when it comes to the airline industry, for example, the challenges are the same, the industry is global. The challenges you face when you bring change to traditional and established airlines is the same. It, in some extent, just depends on what industry you’re in. But I think fundamentally there will be a lot more commonality than difference.

R:當FutureBrand與客戶意見不統一的時候,FutureBrand是如何決策的?
When FutureBrand and customers disagree, how does FutureBrand make decisions?

J:我認為比較嚴肅回答是,當今世界上最不受重視的價值觀之一是妥協的能力。我們總是會先試著理解客戶的觀點。我們必須在理解他們的想法和感受與我們的經驗之間取得平衡,我們認為這是正確的方向,但也要做好妥協的準備。我們所說的是即使當我們有強烈的觀點時,我們還是會以比較輕松的態度來處理。

J:?I think the serious answer is that one of the most under values in this day and age globally is the ability to compromise. We’ll always firstly try and understand the client’s perspective. And we have to balance understanding what they believe and what they feel with what we, in our experience, think is the right direction, but also be prepared to compromise. What we say is we have strong opinions, but we hold them lightly.

它是關于沖突,也是關于合作方式的一個問題。它是關于能夠互相傾聽,可以持有強烈的意見,以找到好的前進道路為初衷持有這些意見。所以,準備好妥協,但也準備好有好的意見。

It’s about punching, It’s about partnership. And It’s about being able to listen to each other and have strong opinion and hold them, hold those opinions in a way that we can find the best way forward. So be ready to compromise, but also be ready to have your good opinions.

R:FutureBrand在招聘新人的時候,一般會考慮性格還是專業度哪方面多一些?
When FutureBrand recruits new people, it usually chooses personality or professionalism?

J:在招人方面,我們要找的是那些對世界上發生的事情感到興奮的人,他們能把外面的東西帶進來,把那些東西變成鼓舞人心的愿景,鼓舞人心的想法。我認為我們是一家非常視覺化的公司,我們喜歡把想法具體化。

首先,當我們考慮招聘和公司發展時,這是我們做的最重要的事情之一,我們非常重視多樣性。我們相信多樣性能激發創造力。因此,戰略、商業、設計等創新活動都來源于人的多樣性。這是第一件最重要的事。

因此,也就是說,這意味著態度和能力都很重要,但無論遠在何處,態度、同理心和個性可能是我們所追求的更重要的東西,因為能力我們總能通過訓練和指導來提高。但當然態度和能力兩者我們都需要。

我們理想中的一個公司是一個多元化的公司,有不同國籍不同類型的人,所有不同類型的人以新的、令人興奮的方式與客戶一起工作。讓客戶在跟我們一起工作時有一種特別興奮的感受。

因為無論如何,為了有創造力,你需要各種不同的人在一起來實現。

J:?When it comes to hiring people, we look for people who are excited by what’s going on in the world, who can bring the outside inside and turn those into inspiring visions, inspiring ideas. I think we are quite a visual company and we like to make ideas tangible.

The first thing when we think about recruitments and grow the company, which is one of the most important things that we do, we really believe in diversity. We believe that diversity fuels creativity. So creative activities of strategy, commercial activities, design come from having diverse people. That’s the first most important thing.

And as a consequence, that is, it means that attitude and ability are both important, but by far and away, attitudes and empathy and personality are probably the more important thing that we look for, because we can always train and coach ability. But of course we need both.

And our dream is to have a company, a really diverse company of talent, of nationality, of all different types of people working together in new, exciting ways with clients. Because anyway, in order to be creative, it takes all sorts of different people.

R:可以簡單聊一下你的興趣愛好嗎?什么驅使你可以在這個行業工作那么多年?
Can you talk about your hobbies? What drive you working in this field so many years?

J:我喜歡法國,我在法國有房子,我喜歡在法國呆一段時間,學習法國文化,我喜歡在法國騎自行車。世界上最著名的比賽是環法自行車賽。環法自行車賽很快就要開始了,并且賽道經過我在法國的家。這是我的兩個愛好,法國和自行車,他們走到了一起。

我來談談為什么我能在這個行業生存這么長時間。

關于工作,我想是因為我總是有新的挑戰,總是不斷地改變我的角色。因為我最初是從客戶管理、從直銷開始的,后來我轉到了廣告業,然后我一直在這個行業,只是換了不同的公司、不同的挑戰。現在做品牌,遇到新的人、新的挑戰,看世界上不同的地方,我想這會讓你的事業激動人心。你必須用有趣的事情來充實你的頭腦。我討厭例行公事,討厭重復同樣的事情,所以要不斷的改變。

和新朋友見面,重新認識一些人,像Sophie,我們已經認識兩三年了。但現在,你知道,我們一起工作的時間是一種樂趣。你總是遇到新的人,這會讓生活保持新鮮。

我還要努力學習漢語,努力學好這門語言。

J:I love France and I have a house in France and I like spending time in France and learning French culture and I love cycling in France. The most famous race in the world is the Tour de France, which is a cycling tour around France. It will start very soon, come past our house in France. So it’s my two passions, France and cycling and they come together.

I’ll talk about why I survive this industry so long time.

With regard to work, I guess it’s because I always have new challenges and always keep changing my role. Because I originally started in account management and I originally started in direct marketing, and then I moved to advertising and then I would just move companies, new challenges, and now in branding, and brand design, new people, new challenges, see the worlds. I think that makes your career exciting. You have to fill your head with interesting things or else. I hate routine. I hate the same thing over again, so keep changing.

And ?meeting new people all the time, getting to meeting people again, like Sophie, we’ve known each other now for two or three years. But now, you know, we spend time and it’s kind of fun. And you just meet new people all the time and that keeps life fresh.

And I have to try to learn Chinese, try to learn the language.

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