1. © 2017。欲了解更多信息，请联系德勤管理咨询（上海）有限公司深圳分公司。 1
Tim Ferriss' 3 Rules of Branding
1. “ Instead of fixating on the often nebulous “brand,”
think of how you can “own a category” in the minds of
1,000 die-hard fans who can then act as your strongest
marketing force. If you can’t be No. 1 or No. 2 in a category
(“Uber for X,” imported light beer, low-cost airline, whatever),
find or create another category.”
2. “Don’t make a product for “everyone.” If everyone is
your market, no one is your market. Particularly with the first
versions of your product or service, it’s better to have 1,000
people who love you (and many who hate you) than 100,000
who think you’re kinda, sorta cool. “Great” to 1,000 edge-
case nerds beats “good” to 100,000 of anything else, every
time. In a social-sharing-driven world, cultivate the intense
few instead of the lukewarm many.”
3. “Forget branding. Think about consistently over-
delivering one or two benefits to your customers/users/fans.
Branding is a side effect of consistent association. Don’t put
the cart before the horse. Put good business first, and good
“brand” will follow.”
FORTUNE，December 22, 2016
Tim Ferriss
An early-stage investor
(Uber, Facebook, Twitter,
Alibaba, etc.) and author
of the No. 1 New York
Times bestseller

2. © 2017。欲了解更多信息，请联系德勤管理咨询（上海）有限公司深圳分公司。 2
生态力驱动：充分围绕项目投资、项目设计与建设、项目运营，向行业上下游延
伸实现非线性增长
项目
设计与
建设
项目
投资
项目
运营
建设项目
投资
设计师
成长基金
产业创新
投资
设计师
品牌加盟
长租公寓
运营
商业地产
运营
PPP项目
运营
大数据
云计算
互联网
平台
绿色建筑
智能建筑
BIM技术