里斯每月谈-奥巴马的营销胜利

里斯每月谈-奥巴马的营销胜利

奥巴马并没有坚守在“种族”战中，而是将战场换到了“变革”上。种族战对他来说会是一场必输之战。希拉里涉足“变革”之争，反而离开了自己占优势的战场，出现战略性错误。

文/本刊记者李靖译/张云

奥巴马以一骑绝尘的黑马姿态，终于在1月20日的就职典礼里登堂入室、入主白宫。

奥巴马为何能在与“老品牌”们的对决中取胜？“美国七年以来最受尊重的女性”希拉里，以及“坚持己见、英勇、直言不讳、经验丰富的老将”麦凯恩，又岂是等闲之辈？在几大“品牌”都想把自己“卖”给选民的过程里，奥巴马取胜的原因，曾经被人们总结了不少，但都有隔靴搔痒之嫌。

本月里斯“月谈”，我们请美国定位之父，也曾任民主党顾问的里斯先生，以最亲身的体验，和最独到的营销视角阐释奥巴马获胜的缘由，并且希望对企业的营销实战能予以启发。

“战场”的选择决定成败

《中外管理》：您在很早前就预测奥巴马肯定是赢家，因为他的竞选活动符合了营销规律，为何这么判断？

里斯：奥巴马是唯一始终只传达一个竞选信息——“变革”的候选人，只围绕着一个概念展开活动。完整的口号是“我们可以信赖的变革”，但是在每一次集会的每一块标志牌上，“change”这个词都用了大写，而"we can believe in"则用小写字母放在“change”下面。所以整句竞选口号所强调的重心就是这个词——“变革”。

希拉里占据了什么字眼？首先她尝试了“经验”。当她看到奥巴马和其变革理念取得进展时，希拉里将她的理念改成了“变革倒计时”。有批评家指出她是“跟风”后，希拉里又做了一次改变，大谈“美国的解决方法”。

在这场竞选运动刚开始时，希拉里的名气远在奥巴马之上，但最后，除了她是一名女性，希拉里在选民的心智中什么也没留下。

麦凯恩是另一名总统候选人。我们见过的与这位候选人相联系的字眼有：保守、坚持己见、英勇、直言不讳、海军中校、两党抚慰者、经验丰富的领导人、爱国者等等。

但是当你试图在民众面前成为全能时，你可能一场选举也赢不了。

在营销中也同样如此。营销的第一条定律是“在心智中占据一个字眼”，奥巴马出色地执行了这一战略。

《中外管理》：似乎对奥巴马和希拉里最直接的定位是“第一位非裔总统”和“第一位女总统”，但他们都在把自身的定位向其他方向延伸，您如何看待这样的选择？

里斯：无论是“首位非裔总统候选人”，还是“第一位女性总统候选人”，都不真正具有优势。它反而是不利之处。如果它们是优势，那美国历史上早就该有非裔总统或者女性总统了。两位候选人都要克服这些弱点，它只有在名声不好的布什政府执政期的一段时间内会有效。

两位候选人的举措是非常正确的。他们都忽略了种族和性别。如果你将焦点集中在正面的因素上，人们就会忘记负面的因素。

营销当中一条非常重要的原则是：“如果你在一场战役中即将战败，那么就换个战场。”奥巴马并没有坚守在“种族”战中，而是将战场换到了“变革”上。种族战对他来说会是一场必输之战。

麦、希不宜使用“网络提款机”

《中外管理》：互联网成了奥巴马的“网络提款机”，因此有人称奥巴马是“网络总统”，而希拉里、麦凯恩的失败，很大程度被归于“网络营销战”的失败，您如何看待这种分析？

里斯：毫无疑问，奥巴马大选时很好地利用了互联网，尤其是在资金筹措方面。

但真正的问题是，为什么麦凯恩和希拉里没有用类似的方法？

奥巴马的支持者比希拉里和麦凯恩的支持者平均年龄小。在美国，互联网宣传对麦凯恩或者希拉里是不会起什么作用的，尤其对麦凯恩。奥巴马在大学生当中特别受欢迎。而大学生是互联网用户中的一个大群体。

很多企业都犯了同一个错误，钟情于一种媒体（互联网、电视或其他媒体等），却忽略了市场到底怎样。

首要的判断是——我们要接触到谁？其次——接触到这个人群的最有效的媒体和方法是什么？在奥巴马的案例中，这个媒体就是互联网。我认为对希拉里或者麦凯恩来说，它就不适用了。

（格言：首要的判断是——我们要接触到谁？其次——接触到这个人群的最有效的媒体和方法是什么？在奥巴马的案例中，这个媒体就是互联网。我认为对希拉里或者麦凯恩来说，它就不适用了。）

希拉里离开了优势战场

《中外管理》：这次美国大选的“主战场”在奥巴马与希拉里之间，与奥巴马相比较，希拉里在营销策略上有什么得失？

里斯：如果由我来策划她的竞选运动，我会先找出人们心智中与希拉里相关联的词，你不能拿出一个新概念贴在一个旧品牌上，那样看起来很不可靠。

希拉里的竞选口号是以“经验”为中心的。我想这个口号并不是她可以选择的最佳的那个，但对拉动选票还是有一定效果的。

她最大的失误是在奥巴马在爱荷华州早期取得胜利时表现出了惊慌。她开始紧张并把口号换为“变革倒计时”。这个决定导致了她最后的失败。选民们开始把她视为一个容易慌乱的人，这可不像一个总统。

我再次强调，这是一个选择什么战场的重大问题！把口号改为“变革”，希拉里基本上就是在说“谁可以带来更好的变革？是奥巴马还是我？”她离开了自己占优势的战场。

她反而是可能赢得“经验之战”的。她在国内尤其是国际上的经验远远多于奥巴马。选民投票是看中“变革”还是“经验”那就另当别论了。

如何学习奥巴马营销

《中外管理》：奥巴马的营销胜利过程里，反映出哪些当前的营销趋势？企业该怎样把握它们？

里斯：基于奥巴马的成功，大众对于其营销方面的兴趣十分浓厚。美国权威的广告刊物将奥巴马的竞选运动提名为本年度最佳营销策划。针对这个主题我写了一篇文章，也成为2008年美国邮件转发率排名第二的文章。

为何营销经理们不采取奥巴马“在心智中占据一个词”的战略呢？以下是三个主要原因：

（1）营销总裁们认为他们已经在运用奥巴马的战略了，但是他们使用的字眼并没有发挥应有作用。

诺基亚是“科技以人为本”，但这是什么意思呢？人们不明白；日立的营销战略是“启动未来”，可能它想表达的是日立正研制下一代设备，但是这不是所有同类公司都在做的事情吗？

除了一堆品牌名字之外，这些口号中的绝大多数都可以套用到任何一个公司身上。

（2）一些营销经理们不愿被绑定在一个单一概念上。他们相信这会束缚它们开辟市场份额。事实上，唯一值得信赖的方法是吸引市场中的某一个群体。你无法满足所有人的胃口。

（3）一些营销经理把面对的问题放在了产品线上，而不是营销本身。如果你生产所有的产品并试图用一个品牌名来命名，那么没有什么广告主题能对消费者起到作用了。但是经理们情愿接受现有的产品线，再努力寻找能概括所有生产线的理念。从此就有了像“科技以人为本”和“启动未来”这样空洞的主题。

这些都是值得警惕的营销问题。

美国总统奥巴马胜选演讲稿(中英文)

美国总统奥巴马胜选演讲稿（中英文） 超过10万人4日深夜把美国芝加哥格兰特公园变成狂欢的海洋。当选总统贝拉克奥巴马在这里向支持者宣布:“变革已降临美国。”他在这篇获胜演说中承诺推进“变革”,但呼吁支持者付出耐心,甚至提及连任。 If there is anyone out there who still doubts that America is a place where all things are possible, who still wonders if the dream of our founders is alive in our time, who still questions the power of our democracy, tonight is your answer. 如果,还有人怀疑美国是一切皆有可能的国度,还有人怀疑国父们的梦想在我们的时代是否还存在,还有人怀疑我们的民主所拥有的力量,那么今晚,你听到了回答。 It’s the answer told by lines that stretched around schools and churches in numbers this nation has never seen, by people who waited three hours and four hours, many for the first time in their lives, because they believed that this time must be different, that their voices could be that difference. 是那些今天在学校和教堂排着长队、数不胜数的选民做出了回答;是那些为了投票等待了三四个小时的人们做出了回答。他们中的很多人,是有生以来第一次投票,因为他们相信,这次真的不同――他们的声音会让这次不同。

奥巴马胜选演讲(中英文对照)

Change Has Come To America If there is anyone out there who still doubts that America is a place where all things are possible, who still wonders if the dream of our founders is alive in our time, who still questions the power of our democracy, tonight is your answer. 如果，还有人怀疑美国是一切皆有可能的国度，还有人怀疑国父们的梦想在我们的时代是否还存在，还有人怀疑我们的民主所拥有的力量，那么今晚，你听到了回答。 It’s the answer told by lines that stretched around schools and churches in numbers this nation has never seen, by people who waited three hours and four hours, many for the first time in their lives, because they believed that this time must be different, that their voices could be that difference. 是那些今天在学校和教堂排着长队、数不胜数的选民做出了回答；是那些为了投票等待了三四个小时的人们做出了回答。他们中的很多人，是有生以来第一次投票，因为他们相信，这次真的不同――他们的声音会让这次不同。 It’s the answer spoken by young and o ld, rich and poor, Democrat and Republican, black, white, Hispanic, Asian, Native American, gay, straight, disabled and not disabled. Americans

(完美精华版)奥巴马演讲中英文对照

On this Memorial Day, as our nation honors its unbroken line of fallen heroes, our sense of patriotism is particularly strong. Because while we gather here under open skies, we know that far beyond the Organ Mountains – in the streets of Baghdad, and the outskirts of Kabul – America's sons and daughters are sacrificing on our behalf. And our thoughts and prayers are with them. I speak to you today with deep humility. My grandfather marched in Patton's Army, but I cannot know what it is to walk into battle like so many of you. My grandmother worked on a bomber assembly line, but I cannot know what it is for a family to sacrifice like so many of yours have. I am the father of two young girls, and I cannot imagine what it is to lose a child. My heart breaks for the families who've lost a loved one. These are things I cannot know. But there are also some things I do know. I know that our sadness today is mixed with pride; that those we've lost will be remembered by a grateful nation; and that our presence here today is only possible because your loved ones, America's patriots, were willing to give their lives to defend our nation. I know that while we may come from different places, cherish different traditions, and have different political beliefs, we all –every one of us – hold in reverence those who've given this country the full measure of their devotion. And I know that children in New Mexico and across this country look to your children, to your brothers and sisters, mothers and fathers, and friends –to those we honor today –as a shining example of what's best about America. Their lives are a model for us all. What led these men and women to wear their country's uniform? What is it that leads anyone to put aside their own pursuit of life's comforts; to subordinate their own sense of survival, for something bigger – something greater? Many of those we honor today were so young when they were killed. They had a whole life ahead of them – birthdays and weddings, holidays with children and grandchildren, homes and jobs and happiness of their own. And yet, at one moment or another, they felt the tug, just as generations of Americans did before them. Maybe it was a massacre in a Boston square; or a President's call to save the Union and free the slaves. Maybe it was the day of infamy that awakened a nation to a storm in the Pacific and a madman's death march across Europe. Or maybe it was the morning they woke up to see our walls of security crumble along with our two largest towers. Whatever the moment was, when it came and they felt that tug, perhaps it was simply the thought of a mom or a dad, a husband or a wife, or a child not yet born that made this young American think that it was time to go; that made them think "I must serve so that the people I love can live –in happiness, and safety, and freedom."

奥巴马竞选胜利演讲(中英文对照)

Thank you so much. 非常感谢。 Tonight, more than 200 years after a former colony won the right to determine its own destiny, the task of perfecting our union moves forward. 今晚，曾经的殖民国在赢得主权200多年后， It moves forward because of you. It moves forward because you reaffirmed the spirit that has triumphed over war and depression, the spirit that has lifted this country from the depths of despair to the great heights of hope, the belief that while each of us will pursue our own individual dreams, we are an American family and we rise or fall together as one nation and as one people. 历史因为你们而走到了这里，因为你们坚信我们的国家能克服战争与萧条，能摆脱绝望深渊走向希望的峰顶，坚信我们每个人都能追求自己的梦，我们生活在共同的美国大家庭，同舟共济。 Tonight, in this election, you, the American people, reminded us that while our road has been hard, while our journey has been long, we have picked ourselves up, we have fought our way back, and we know in our hearts that for the United States of America the best is yet to come. 今晚，在选举中，你们，美国人民，告诉了我们，虽然路漫漫其修远，但我们能挺直腰杆、峰回路转，我们都心中有数，美利坚合众国最美好的未来还未到来。 I want to thank every American who participated in this election, whether you voted for the very first time or waited in line for a very long time. By the way, we have to fix that. Whether you pounded the pavement or picked up the phone, whether you held an Obama sign or a Romney sign, you made your voice heard and you made a difference. 我要感谢每一位参与选举的国人，无论你是第一时间就投上了票，还是排长队才投上了票。顺便说一声，这个问题我们要解决。无论你是去走去投票站投票，还是电话投票；无论你是给奥巴马投票，还是为罗姆尼投票，你们的声音我们听到了，有着非凡意义。

奥巴马获胜演讲全文(中英文对照)

奥巴马获胜演讲全文 President-elect Barack Obama smiles as he gives his acceptance speech at Grant Park in Chicago Tuesday night, Nov. 4, 2008. 以下是奥巴马(Barack Obama)竞选总统成功后在芝加哥演讲准备的讲稿: If there is anyone out there who still doubts that America is a place where all things are possible; who still wonders if the dream of our founders is alive in our time; who still questions the power of our democracy, tonight is your answer. It's the answer told by lines that stretched around schools and churches in numbers this nation has never seen; by people who waited three hours and four hours, many for the very first time in their lives, because they believed that this time must be different; that their voice could be that difference. It's the answer spoken by young and old, rich and poor, Democrat and Republican, black, white, Latino, Asian, Native American, gay, straight, disabled and not disabled – Americans who sent a message to the world that we have never been a collection of Red States and Blue States: we are, and always will be, the United States of America. It's the answer that led those who have been told for so long by so many to be cynical, and fearful, and doubtful of what we can achieve to put their hands on the arc of history and bend it once more toward the hope of a better day. It's been a long time coming, but tonight, because of what we did on this day, in this election, at this defining moment, change has come to America. I just received a very gracious call from Senator McCain. He fought long and hard in this campaign, and he's fought even longer and harder for the country he loves. He has endured sacrifices for America that most of us cannot begin to imagine, and we are better off for the service rendered by this brave and selfless leader. I congratulate him and Governor Palin for all they have achieved, and I look forward to working with them to renew this nation's promise in the months ahead. I want to thank my partner in this journey, a man who campaigned from his heart and spoke for the men and women he grew up with on the streets of

2012Obama'svictory speech奥巴马胜选演讲稿中英文2012

Thank you. Thank you. Thank you so much. (Sustained cheers, applause.) Tonight, more than 200 years after a former colony won the right to determine its own destiny, the task of perfecting our union moves forward. (Cheers, applause.) It moves forward because of you. It moves forward because you reaffirmed the spirit that has triumphed over war and depression, the spirit that has lifted this country from the depths of despair to the great heights of hope, the belief that while each of us will pursue our own individual dreams, we are an American family, and we rise or fall together as one nation and as one people. (Cheers, applause.) Tonight, in this election, you, the American people, reminded us that while our road has been hard, while our journey has been long, we have picked ourselves up, we have fought our way back, and we know in our hearts that for the United States of America, the best is yet to come. (Cheers, applause.) I want to thank every American who participated in this election. (Cheers, applause.) Whether you voted for the very first time (cheers) or waited in line for a very long time (cheers) – by the way, we have to fix that – (cheers, applause) – whether you pounded the pavement or picked up the phone (cheers, applause), whether you held an Obama sign or a Romney sign, you made your voice heard and y ou made a difference. (Cheers, applause.) I just spoke with Governor Romney and I congratulated him and Paul Ryan on a hard-fought campaign. (Cheers, applause.) We may have battled fiercely, but it's only because we love this country deeply and we care so strongly about its future. From George to Lenore to their son Mitt, the Romney family has chosen to give back to America through public service. And that is a legacy that we honour and applaud tonight. (Cheers, applause.) In the weeks ahead, I also look forward to sitting down with Governor Romney to talk about where we can work together to move this country forward. (Cheers, applause.) I want to thank my friend and partner of the last four years, America's happy warrior, the best vice-president anybody could ever hope for, Joe Biden. (Cheers, applause.) And I wouldn't be the man I am today without the woman who agreed to marry me 20 years ago. (Cheers, applause.) Let me say this publicly. Michelle, I have never loved you more. (Cheers, applause.) I have never been prouder to watch the rest of America fall in love with you too as our nation's first lady. (Cheers, applause.) Sasha and Malia –(cheers, applause) –before our very eyes, you're growing up to become two strong, smart, beautiful young women, just l ike your mom. (Cheers, applause.) And I am so proud of you guys. But I will say that, for now, one dog's probably enough. (Laughter.)

奥巴马就职演讲稿(中英文)

My fellow citizens: 各位同胞： I stand here today humbled by the task before us, grateful for the trust you have bestowed, mindful of the sacrifices borne by our ancestors. I thank President Bush for his service to our nation, as well as the generosity and cooperation he has shown throughout this transition. 今天我站在这里，为眼前的重责大任感到谦卑，对各位的信任心怀感激，对先贤的牺牲铭记在心。我要谢谢布什总统为这个国家的服务，也感谢他在政权转移期间的宽厚和配合。 Forty-four Americans have now taken the presidential oath. The words have been spoken during rising tides of prosperity and the still waters of peace. Yet, every so often the oath is taken amidst gathering clouds and raging storms. At these moments, America has carried on not simply because of the skill or vision of those in high office, but because We the People have remained faithful to the ideals of our forbearers, and true to our founding documents. 四十四位美国人发表过总统就职誓言，这些誓词或是在繁荣富强及和平宁静之际发表，或是在乌云密布，时局动荡之时。在艰困的时候，美国能箕裘相继，不仅因为居高位者有能力或愿景，也因为人民持续对先人的抱负有信心，也忠于创建我国的法统。 So it has been. So it must be with this generation of Americans. 因此，美国才能承继下来。因此，这一代美国人必须承继下去。 That we are in the midst of crisis is now well understood. Our nation is at war, against a far-reaching network of violence and hatred. Our economy is badly weakened, a consequence of greed and irresponsibility on the part of some, but also our collective failure to make hard choices and prepare the nation for a new age. Homes have been lost; jobs shed; businesses shuttered. Our health care is too costly; our schools fail too many; and each day brings further evidence that the ways we use energy strengthen our adversaries and threaten our planet. 现在大家都知道我们正置身危机核心，我国正处于对抗深远暴力和憎恨的战争。我们的经济元气大伤，是某些人贪婪且不负责任的后果，也是大众未能做出艰难的选择，为国家进入新时代做淮备所致。许多人失去房子，丢了工作，生意垮了。我们的医疗照护太昂贵，学校教育辜负了许多人。每天都有更多证据显示，我们利用能源的方式壮大我们的对敌，威胁我们的星球。 These are the indicators of crisis, subject to data and statistics. Less measurable but no less profound is a sapping of confidence across our land - a nagging fear that America’s decline is inevitable, and that the next generation must lower its sights. 这些都是得自资料和统计数据的危机指标。比较无法测量但同样深沉的，是举国信心尽失—持续担心美国将无可避免地衰退，也害怕下一代一定会眼界变低。 Today I say to you that the challenges we face are real. They are serious and they are many. They will not be met easily or in a short span of time. But know this, America - they will be met. 今天我要告诉各位，我们面临的挑战是真的，挑战非常严重，且不在少数。它们不是可以轻易，或在短时间内解决。但是，美国要了解，这些挑战会被解决。 On this day, we gather because we have chosen hope over fear, unity of purpose over conflict and discord.

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