品牌是由人们对产品、服务、体系的成千上万次体验产生的,因此企业里的每个人都是企业战略的驱动力量,应该成为商业计划里的核心要素。如果没有企业文化、流程、战略、结构等有效支持,企业高管的愿景就无用武之地。然而,很少有企业的高管像关注资本投资、生产流程那样关注他们的员工,CEO们在谈到员工重要性的时候常常言不由衷,任由企业文化随机形成。如果CEO们和CMO们真心想要创建标志性品牌,人力资源部门必 Brands are generated by millions of people’s experiences with products, services, and systems, so everyone in the organization is a driving force for business strategy and should be a core element of a business plan. Without the support of corporate culture, processes, strategies, structures, etc., the vision of an executive is useless. However, few executives of enterprises pay attention to their employees as much as they pay attention to capital investment and production process. CEOs often talk about the importance of employees and let the corporate culture randomly formed. If CEOs and CMOs really want to create iconic brands, HR must