{"id":4043,"date":"2021-04-02T12:01:00","date_gmt":"2021-04-02T04:01:00","guid":{"rendered":"https:\/\/berniewong.net\/?p=4043"},"modified":"2021-05-24T14:40:05","modified_gmt":"2021-05-24T06:40:05","slug":"being-a-big-brand-is-not-necessarily-an-advantage","status":"publish","type":"post","link":"https:\/\/berniewong.net\/zh-hk\/being-a-big-brand-is-not-necessarily-an-advantage\/","title":{"rendered":"Being a Big Brand Is Not Necessarily an Advantage"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Google and Facebook have had big headaches lately. Apple\u2019s <a href=\"https:\/\/social-stand.com\/facebook-conducts-webinars-about-apples-idfa\/\">privacy measures<\/a> have not only caused a few companies to make noise. Users have also been more sensitive about privacy issues. They threaten to abandon large corporates if they do not comply with their demands. Large companies like Google are forced to add Apple\u2019s mandatory privacy labels in the App Store. They will be phasing out third-party cookies. Brands and advertisers need to pay attention to these changes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Companies as large as Google, of course, have the wealth and power to influence what can change and what can stay. But alongside such huge advantages also comes a lack of adaptability. <a href=\"https:\/\/www.linkedin.com\/in\/sridhar-ramaswamy\">Sridhar<\/a> spent 15 years building up Google\u2019s advertising arm. While<a href=\"https:\/\/www.nytimes.com\/2020\/06\/19\/technology\/google-neeva-executive.html\"> Vivek<\/a> made Google a fortune through search and YouTube ads. Both decided to put users first and created <a href=\"https:\/\/neeva.co\/\">Neeva<\/a>, a search engine that prioritizes personal privacy and user experience. To all the large corporates out there, I hope you realize that there will be people who will walk out when the tipping point is reached. By the time companies realize this, it will probably be too late in the game. Google should understand this from its history and that of Yahoo!.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_88 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title ez-toc-toggle\" style=\"cursor:pointer\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 eztoc-toggle-hide-by-default' ><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/berniewong.net\/zh-hk\/being-a-big-brand-is-not-necessarily-an-advantage\/#Digital_Marketing_Department_%E2%80%9CIm_helping_you_Im_helping_you%E2%80%9D\" >Digital Marketing Department: &#8220;I\u2019m helping you! I\u2019m helping you!&#8221;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/berniewong.net\/zh-hk\/being-a-big-brand-is-not-necessarily-an-advantage\/#Choose_Nimble_Marketing\" >Choose Nimble Marketing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/berniewong.net\/zh-hk\/being-a-big-brand-is-not-necessarily-an-advantage\/#Be_Aware_or_Proceed_Unknowingly\" >Be Aware or Proceed Unknowingly<\/a><\/li><\/ul><\/nav><\/div>\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Digital_Marketing_Department_%E2%80%9CIm_helping_you_Im_helping_you%E2%80%9D\"><\/span><strong>Digital Marketing Department: &#8220;I\u2019m helping you! I\u2019m helping you!&#8221;<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Many big brands think that to tackle the ever-changing <a href=\"https:\/\/berniewong.net\/zh-hk\/\">\u6578\u78bc\u71df\u92b7<\/a> scene, hiring a digital marketing manager or establishing a relevant department is all it takes. Without better support through company-wide strategies, it is difficult for a single department to spearhead <a href=\"https:\/\/social-stand.com\/bernie-wong-x-ming-pao-upgrading-the-web-live-marketing-strategy\/\">advances<\/a> in marketing as its influence will be limited. The scary thing is if management thinks that things are getting done and the \u201cdigital marketing department\u201d also gradually slows down. It is a tragic tale of &#8220;I\u2019m helping you, I\u2019m helping you&#8221;, which happens every day around me.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Choose_Nimble_Marketing\"><\/span><strong>Choose Nimble Marketing<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">I have spent several years working in multinational companies as well as in an agency serving multiple regions. While resources were always available, what I dreaded the most was the drain in resources caused by overly complicated communications and unnecessary bureaucracy. <a href=\"https:\/\/social-stand.com\/bernie-wong-on-5-ways-brands-can-reinvent-their-digital-marketing-strategy\/\">Digital marketing<\/a> needs to be able to react and execute strategies fast enough. So, I came out to be able to do marketing more nimbly. Fortunately, first- and second-tier <a href=\"https:\/\/social-stand.com\/facebook-updates-its-brand-safety-and-ip-protection-tools\/\">brands<\/a> have seen the advantages of engaging small agency services in recent times. The same can be seen of brands themselves. As it grows, complex structures and processes are often the reason for the brand failing to move forward. For example, there is an old procurement requirement that the lowest bid wins. After years of experience, many advertising experts, including myself, no longer submit bids for these and have come to learn the meaning of the phrase, &#8220;<a href=\"https:\/\/social-stand.com\/know-your-brands-true-value-before-embarking-on-marketing\/\">you get what you pay for<\/a>&#8220;.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Be_Aware_or_Proceed_Unknowingly\"><\/span><strong>Be Aware or Proceed Unknowingly<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Knowledge changes your future. Being equipped with knowledge can make us realize the need to change. Without knowledge, one may unknowingly meet with death. Many brands offer <a href=\"https:\/\/social-stand.com\/facebook-expands-its-community-manager-program\/\">training opportunities<\/a>, and I have received many inquiries relating to them. Even if companies do not have sufficient resources to offer company-wide training, I would strongly urge providing training subsidies to employees. Most importantly, the management and business owners should be willing to upgrade themselves as well. If those at the top are not willing to upgrade, then there are only two ways forward. One is to wake up \u2013 although it is difficult for those at the top to do this. The second is to let them sleep soundly so that they do not disturb their employees who put their heart into their work. This is not something that I am speaking about without careful thought, but wise words that came from a working friend.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Original source<\/strong>: <a href=\"https:\/\/www.visiongo.hsbc.com.hk\/zh-HK\/article\/being-a-big-brand-is-not-necessarily-an-advantage\">https:\/\/www.visiongo.hsbc.com.hk\/zh-HK\/article\/being-a-big-brand-is-not-necessarily-an-advantage<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Google and Facebook have had big headaches lately. Apple\u2019s privacy measures have not only caused a few companies to make noise. Users have also been more sensitive about privacy issues. They threaten to abandon large corporates if they do not comply with their demands. Large companies like Google are forced to add Apple\u2019s mandatory privacy [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":4136,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[62,61,27],"tags":[436,434,437],"class_list":["post-4043","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing","category-digital-marketing","category-social-media","tag-awareness","tag-knowledge","tag-training"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Being a Big Brand Is Not Necessarily an Advantage - Dr Bernie Wong - AI and Storytelling Trainer<\/title>\n<meta name=\"description\" content=\"Google and Facebook have had big headaches lately. 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