Insight
Branding with Jet Set
Let's forget our backs, work hard in front of us, and run straight towards the goal!
(Text: Sue-Yan Yang / Director of Business Development, Process Pro Brand Taiwan)
A few days ago, I purchased one of the MasterCheers online audio-visual courses created by Cheers Magazine: "Decision Vision - Making Better Decisions: Courage Development from Individual to Team", which was taught by the founder of Jetion brand and the former CEO of Giant Group, Mr. Luo Xiang'an. In addition to sharing his heartfelt journey on how he transformed Jetion from OEM to private label and promoted the brand from Taiwan to the world to become one of the top 3 in the world, he also combined his decision-making judgment and courage accumulated through countless hard choices over the past 40 years with his heartfelt thoughts. In addition to sharing how he transformed Jet from OEM to private label, how he promoted the brand from Taiwan to the world, and how he became one of the top 3 brands in the world, he also combined his decision-making judgment and courage accumulated through countless hard choices over the past 40 years with mental methods and real-life cases, which was not only rewarding, but also very inspiring.
Ms. Liu Fengzhen, the president of Cheers Magazine, who is also the principal of this course, enthusiastically shouted, "Let's go to the class!
Decisions and Difficulties for Middle Managers
Decision-making is not something that only senior executives have to face and learn, but middle-level executives also have their own difficulties. After the class, Cheers also thoughtfully arranged for the students to have dinner with the master to further benefit from the close proximity, most of the students at the same table are the hardcore in the workplace, and they kept asking Mr. Luo how to respond to the decisions of the superiors (sometimes even wrong) during the meal, which made me feel deeply. In the past few years, Process has been assisting small and medium-sized enterprises in Taiwan in the form of co-creation, from OEM to private labeling, and from Taiwan to the world, and many of them have middle-ranking executives, and some of them are even the new generation of enterprise successors.
Mentally, we must understand that "decision-making is the most important job of a supervisor, and not making a decision is worse than making a wrong one".
For example, he shared that when Jiante was facing the booming development of bike sharing in China, the organization was in turmoil and anxiety, and the media was downplaying the bike market and YouBike, so he made three trips to China in one month to observe the problem and understand the situation, and then made a decision-making report. He made three trips to China in a month to observe the problems in each city, understand the situation, and then make a decision report to calm the anxiety, but also to bring more hope and business opportunities to the organization. If necessary, external consultants can be brought in to help the organization, and this will also help to build consensus and move forward together.
I see hope that Taiwan will get better and better.
I remember Mr. Luo's first words when he raised his glass to greet everyone: "The future of Taiwan depends on you", which inspired my heart. In the past few years, when I visited customers, I often saw companies refusing to do branding, and there were several reasons for their refusal:
1. Taiwan's future is uncertain, so we need to hold cash and have no spare budget to invest in brands.
2. The brand can not be constructed immediately after the construction of the results, to rush to sell the product first profit before saying.
3. There are many OEM orders now, and we'll talk about it after we make the brand.
All of the above reasons are understandable, but not without frustration, and even more worried about the progress of brand thinking and branding in Taiwan, is it slower? I sincerely hope that Taiwan can have more international brands such as GIANT, which is really famous in the world and can create culture, because there are many invisible champions in the world in Taiwan, and I hope that they can no longer be invisible, and can proudly show their brand value to the world. Thank you Mr. Luo for your inspiration:
"Taiwan will get better and better" means that we should not compare ourselves with what we had in the past, but think about what we have now to create "future achievements and values".
On second thought, I also thought of the classic story of "selling shoes in Africa" in the marketing industry and the story of "12 spies" in the Bible, and I felt that I was not only a member of the community, but I was also excited to be working for Process, and I was looking forward to bringing the experience of building a world-class brand in Switzerland to Taiwanese companies.
A group photo of students and teachers. From left: Mr. Lee Kwok Wing of Process, Mr. Lo Cheung On, founder of Jetion and former CEO of Giant Group, and Ms. Yang Shu Yin of Process.
Firm Confidence for a Bountiful Future
Martin Kessler, the founder of ProcessPro, loves Taiwan and comes to Taiwan 4-5 times a year. He observes that Taiwan is the Switzerland of Asia, and the geography, resources, human resources, and civilization make him feel like he is back home in Asia, but he also often encourages us to be more self-confident! Whether it is OEM or brand, Taiwanese have created many miracles and should be more proud of themselves; he also mentioned:
"Confidence requires a clear understanding of one's own blind spots, and the ability to determine what can be done well on one's own and what can be outsourced or abandoned, just like building a branding strategy, which involves identifying one's own strengths and magnifying them to find the white space in the market, rather than losing the core competencies and fundamentals of a brand by blindly searching for extra-industrial sources of funding."
Therefore, we have to be more confident, especially we are lucky to have these exemplary employees and industry experts who are willing to share their years of practical experience, through the Cheers team into a systematic audio-visual course to help us master the industry know-how faster in the face of high-speed competition, and quickly have the immediate power to meet the future.
I would like to thank the masters and the Cheers team for their dedication and heartfelt planning and production. Finally, I would like to encourage each other by quoting a passage from the Bible: "I can do all things through him who strengthens me" (Philippians 4:13), so that together we can have new strengths and meet new challenges!
It's very useful, I've received a lot and I'm sharing it with you:MasterCheers
And the book:TAET: The key to Jet's global market domination