博柏利女掌门详解英伦百年品牌的回春秘方

    保持品牌信息一致。“只有一个品牌。我们越始终如一，我们更能发挥协同效应。 从供应商到投资者，对每个人来说，博柏利的网站都会向其传达这个信息。

    永远只做对品牌最有利的事。“不要只做对任何个人、任何部门，或任何分部最有利的事。”她表示，要“摒弃自利倾向。将每个人都团结在一个共同主题下。”

    “多奉献，少索取”。这是阿伦茨从她父亲那里学来的人生智慧。她父亲是印第安纳州一个小镇上的企业家，他同时教给孩子们的教益还有：信念，强烈的家庭价值观和职业道德。年幼时，阿伦茨就“扮演旁观者的角色。我从来不充当斗士。我是个观察者，这一点后来在（管理中）让我受益匪浅。我更喜欢倾听。”

    团结团队。博柏利每个月都会对员工进行网络广播，每星期都会播放时尚视频。而广告片在媒体播出前，500家专卖店里的销售专员就已经能提前看到了。“知识就是力量。所以，销售专员越了解战略，了解新品，他们的表现就越好。所有人都喜欢高谈阔论如何与客户建立良好的关系。而我认为，首先应该和自己的员工建立良好的关系。”

    运用双向对话从公司内部发掘提拔优秀人才。有关数字化一代必须牢记的是：“对公司来说，招人难，留人更难。因为他们可以接触到的渠道太多了。”

    译者：清远

    Stay on message. "There's only one brand. The more consistent we are, the more aligned [we can be]." With everyone from suppliers to investors, the themes emanate from Burberry.com, "our million-square foot story."

    Always do what's best for the brand. "Don't do what's best for any individual for any division, for any department." That alone, she says, "takes the ego out. It unites everyone around one common theme."

    "Give 60 and take 40". That was a lesson that Ahrendts' father, an entrepreneur in a small Indiana town, taught his six children—along with faith, strong family values, and a work ethic. As a child, Ahrendts "took on the role of spectator. I never took on the role of fighter. I was the observer, and it has served me well [in management]. I much prefer to listen."

    Link your team. Burberry sends out monthly webcasts to employees, hip videos come out weekly, and sales associates in 500 stores are treated to previews of ad campaigns before the media sees them. "Knowledge is power. So the more the associates know about the strategy, about what's coming," the better they can perform. "Everyone talks about building a relationship with your customer. I think you build one with your employees first."

    Use two-way conversation to find and recruit top talent from within. Remember this about digital natives: "They're hard for companies to attract but they're even harder to retain. Because they have so much access to so much."