“We talk about consumer obsesses but how do we stay relevant and connected when internally there is no representation?”
我们(阿迪达斯)每天都在聊怎样跟不同族裔的用户有着各种各样的文化连结,但是实际上我们内部真正懂和理解这些文化的人根本不多,所以我们怎么可能跟用户建立起真诚牢固的连结呢?
...a focus on efficiency rather than effectiveness led it to over-focus on ROI and over-invest in performance and digital at the expense of brand building.
翻译:我们对外的战略部署出了问题,很多时候空有数量却缺乏质量,钱浪费了不少,问题倒也没解决多少。
Adidas: We over-invested in digital advertising以及:要改,我们马上改,从我们自身改起。
然后过了几天以后,Eric Liedtke,阿迪达斯近几年弯道超车的大功臣,促成 Kanye,菲董,碧昂斯等等等等艺术家来到阿迪并且成功扎根的天才,在品牌扎根了 20 多年的老将,离职了。