Today's advice comes from Craig Romanok, managing director of Cline Davis Mann Princeton:
今天MBA小课堂的嘉宾是来自Cline Davis Mann Princeton的常务董事Craig Romanok：

"The first step in getting the brand team aligned with the brand strategy or brand new idea is to make sure that they understand and really embrace what that brand stands for from a purpose perspective."
“如果想要一个品牌团队认同新的品牌想法或品牌战略，那么，首先要做的就是让团队的成员理解并真正热爱该品牌所代表的内容。”

It's imperative that your team is on board with the overall goal you've created for the brand. Without enthusiasm and belief in the brand, the results of your success will be subpar. People tend to work harder when they're mentally invested in the project.
团队必须认同你为品牌树立的宏观目标。如果团队对于品牌缺乏激情与信仰，最终结果也不会尽如人意。在项目中，当团队成员在思想意识中支持该项目，那么他们就会更努力地工作。

"It's the understanding of the belief, why that brand exists, why that brand was developed, and why that brand is being marketed to the individuals in the consumer segment. Once they understand the purpose, the passion for that brand will start to exist and come alive and then they can embrace that brand.”
“这就是对信念的理解。这就是为什么一个品牌会存在，为什么会发展，为什么在消费市场上会成功地被消费者所接受。一旦团队成员理解了这一点，就会对这个品牌产生热情并持续下去，接着就会拥抱这个品牌了。”

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