世界級知名推手
日本速食業之王, 英倫品牌權威, MTV新全球執行長, 及華人媒體大亨
作者/大衛羅兵森
牛角國際日本燒肉管理長 西山知義
七年前西山知義想要創立他的日本燒肉連鎖店,他過去的房地產經驗並沒有讓他做好萬全準備去面臨這個冒險,所以他選擇默默進行. 他潛入麥當勞去了解漢堡行銷並且帶著顧客需求至上的理念離開,他的REIN'S牛角國際速食王國已成長到1080個據點(麥當勞在日本擁有3821店),洛杉磯和台灣的分店是他最新的擴展計畫,西山知義想在美國及中國大陸成為頂尖的銷售家,他自己說:"這是一個相當保守的目標."
麗塔克利芙頓, 英國國際品牌局主席
如果品牌管理是一種信仰,那麼麗塔克麗芙頓就是一個神祇. 這個深不可測,45歲的英國女子總領Interbrand,這個公司成功為Prozac氟西丁,Viagra威而剛和吉利刮鬍刀Mach3命名. 他剛加入英國電器零售商Dixons(麾下有第一線的線上購物網站和PC World雜誌)的行列. 爆量的資訊或許讓品牌變得比以往更重要,她說:"人們為了保持清醒,將會篩選掉他們接收到的某部分.品牌是一個非常有潛力的優質瀏覽家" 對克利芙頓這個品牌來說這可是個大消息.
王兟 Tom.com COO管理長
經過一輪的運作,王兟的Tom.com看起來像一個含苞待放的媒體帝國,而非2000年七月當時一個剛有雛型的網路起點. 這個前金融鉅子已讓這個公司在搖搖欲墜的華人媒體業中成為一個出版,戶外廣告和運動行銷的搖錢樹. 當他的公司收購CETV香港華僑娛樂電視廣播有限公司股份後(CETV原是美國時代華納進軍中國大陸電視市場最大利器),他便在七月時成立一個小型團隊,計畫利用Tom.com已有的銷售網絡促進CETV廣告的銷售,進而使其開始獲利.
艾利斯法拉利 MTV國際網絡執行長
綠色有色眼鏡看來正在MTV內造成風行: 影片的一開頭就是一張明顯的圖表,象徵它的跨國際影響. 在財務部門待了21年的艾利斯法拉利將負責美國以外的96個頻道的營運,而這些頻道擁有MTV總觀眾數的八成. 他說:"我們已經盡我們所能地在各地耕耘." 那麼他的挑戰又會是什麼? 一是確保他旗下去年所創造的四成獲利成長率,另一則是擴展在印度及中國大陸等開發中市場的觀眾數,MTV去年剛開播了一個24小時全天無休的頻道.
Monday, Aug. 25, 2003
World Beaters
Japan's fast-food king; Britain's branding authority; MTV's new global COO; a Chinese media magnate
By DAVID ROBINSON
TOMOYOSHI NISHIYAMA CEO, REINS International
Seven years ago, Tomoyoshi Nishiyama wanted to launch his own chain of yakiniku (Japanese-style barbecue) outlets. His background in real estate left him ill prepared for the venture, so he went undercover. He flipped burgers at McDonald's to learn the trade and came away with a strong focus on customer input. His REINS International fast-food empire has now grown to 1,080 locations. (McD's has 3,821 in Japan.) New footholds in Los Angeles and Taiwan mark the latest expansion: Nishiyama hopes to become a top vendor in the U.S. and China. "It's a pretty modest goal," he says.
RITA CLIFTON Chairman, Interbrand
If brand management were a religion, Rita Clifton would be a deity. The wry 45-year-old Brit heads Interbrand, the firm that named Prozac, Viagra and the Mach3 razor. She has just joined the board of Dixons, a British tech retailer whose stable of brands includes its flagship online store and the magazine PC World. Information overload may make branding more important than ever. "People are going to edit out some of what they receive, just to stay sane," she says. "Branding is potentially a very good navigator." And that's great news for brand Clifton.
SING WANG CEO, Tom.com
After a run of acquisitions, Sing Wang's Tom.com looks more like a budding media empire than the fledgling Net start-up Wang joined in July 2000. The ex-Goldman Sachs banker has made the company a publishing, outdoor-advertising and sports-marketing moneymaker in the rough-and-tumble Chinese media industry. He staged a mini-coup in July when his company acquired controlling interest in CETV, AOL Time Warner's beleaguered foray into China's television market. Wang plans to make the channel profitable by using Tom.com's existing sales network to bring advertisers to CETV.
ALEX FERRARI COO, MTV Networks International
Green eyeshades are apparently in fashion at MTV: the bastion of video cool is putting a spreadsheet maven in charge of its international operations. Alex Ferrari, a 21-year finance-department veteran, will oversee the 96 channels outside the U.S. that account for 80% of MTV's viewers. "We've pretty much planted the flag everywhere that we can possibly be," he says. His challenge? Keeping pace with the 40% earnings growth his division registered last year and increasing the audience in developing markets such as India and China, where MTV recently launched a 24-hour channel.
Reported by Toko Sekiguchi/Tokyo
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