Inside Asian Gaming

IAG JUL 2022年7月 亞博匯 94 According to Simon Sinek, when we start with “Why”, we go from the inside out of the circle. “Why” is the reason to buy, and the “What” merely represents the tangible products as a proof of that belief. “What” is the reason we can point to in order to rationalize why we like one company over another. The “why” of Station Casinos could be described as a company that truly cares about its local customers and goes the extra mile to keep them satisfied. The “why” of Caesars, on the other hand, could be inferred as “providing good players with the rewards and recognition they deserve.” Answering the three basic questions on positioning prepares the company to come up with a formal positioning statement – a short description of how a brand satisfies a consumer need better than the competition. The positioning statement needs to be internalized by all employees so that they personify the brand essence in all decisions and interactions. Marina Bay Sands wants to be perceived as a company offering high- class entertainment in an iconic venue. 濱海灣金沙就希望被視為 在一個地標一般的地方提供 高級娛樂的公司。 COLUMNISTS 客戶，而濱海灣金沙就希望被視為在一 個地標一般的地方提供高級娛樂的公 司。由於他們帶來的事物盡不相同，兩 間公司應該針對不同的市場板塊。 根據Simon Sinek的說法，當我們 以「為何」為起始點，我們就能從最核 心出發。「為何」所引出的是購買的理 由。「有甚麼」的答案就只是證明該份 信念的有形產品。「有甚麼」的答案讓 我們能夠理性地指出我們比較喜歡一間 公司的理由。對Station Casinos而言， 「為何」的答案可以是形容該公司真正 關心本地顧客，並且願意作出更多努力 讓他們滿意。另一方面，在凱撒的例子 中，「為何」就可能是「為優秀的顧客 提供他們值得的獎賞和認同。」 在定位的三個基本問題上得出答 案後，就可以幫助公司制定一份正式的 定位宣言，即一份關於一個品牌如何比 其他對手更能夠滿足客戶需求的簡短描 述。所有員工均需要把該定位宣言完全 融入心中，讓他們可以在進行所有決定 及與其他人互動時，活出品牌的本質。