卡戴珊家族無處不在。從電視節目、服飾化妝品、電子產品、游戲、顏文字、時機恰好的孕事到其他數不勝數的消息，這個家族已經成為品牌管理的典范，不管怎么嘲弄也改變不了事實。二女兒金?卡戴珊深諳社交媒體，母親克里斯?詹娜則牢牢掌握了真人秀運作方式，卡戴珊家族的真人秀利用大量的曝光度賺取真金白銀，收獲了成功。

領導品牌推廣公司DNA的品牌專家尼克?南頓指出，有人也想模仿卡戴珊家族的致富模式，但最大的錯誤是有樣學樣。其實企業家可以從卡戴珊一家身上學到更多，例如利用強大的品牌效應彼此幫扶上位等。

“她們非常善于協同合作互幫互助，優秀的企業也應如此。”南頓說。

看看從卡戴珊家族身上都能學到哪些經商經驗：

金?卡戴珊：及早利用新平臺

金?卡戴珊是出了名的網紅。她很早就采用社交媒體與外界互動，在兩大社交網站Instagram和Twitter上分別擁有1.03億和5610萬粉絲。她在社交媒體上可不只是為了吸粉，更主要的作用是跟粉絲互動，順便推廣旗下增長迅速的品牌。她鼓動粉絲在Twitter上發她的顏文字，還經常在Instagram和自己的應用上介紹化妝習慣。她嫻熟地運用社交媒體，顯示了與粉絲加強互動具有巨大的商業價值。

謝謝大家，我們彩妝品牌KKW BEAUTY修容粉餅發布活動很精彩！我已經等不及推動新品上市了！！！

——這是金?卡戴珊于太平洋時間2017年8月22日晚11點17分在Instagram上分享的內容。

南頓認為，金?卡戴珊的成功是因為她對粉絲非常坦誠。

“事實一再證明，直接接觸觀眾沒有問題，無需過分修飾，”南頓說，“如果你有這方面的天賦，就可以創造出巨大的價值。”

凱莉?詹娜：利用粉絲推銷產品

金?卡戴珊最小的妹妹凱莉?詹娜和她一樣開放。

據美國財經媒體CNBC報道，短短18個月內，卡戴珊家族小女兒詹娜的個人化妝品牌Kylie Cosmetics銷售額達4.2億美元，變成化妝品大牌。

詹娜去年年收入4100萬美元，已經躋身2017年《財富》30位30歲以下精英榜，成為最年輕的上榜名人。今年5月接受美國商業雜志Fast Company采訪時，她表示推廣Kylie Cosmetics沒有花過廣告費。她還援引了二姐出的書上的一句話：“社交媒體是我唯一的推廣方式。”詹娜使用的主要平臺是Snapchat和Instagram，如今旗下化妝品牌成為數百萬美元的企業。

凱莉彩妝即將面世！請繼續關注KKW X KYLIE COSMETICS

——凱莉?詹娜于太平洋時間2017年4月18日上午10點27分在Instagram上分享的內容。

南頓認為，試過在社交媒體吸粉的人只要看看詹娜發送的過往消息，很容易就能明白詹娜是怎么做到的。

南頓稱：“他們發的帖子實際上指示明確。你只不過把他們的話說出來而已。”

克里斯?詹娜：一切都是生意

我們能從克里斯?詹娜身上學到什么？這位卡戴珊-詹娜家的女掌門人手腕高超，通過電視讓整個家族名聲大噪，將所有可能發生的丑聞變為商機，利用各種機遇賺得盤滿缽滿。詹娜擅長找到突破口，比如將家庭日常生活搬上真人秀，而且執行力超強。

今晚9點就能看到CW電視臺的《豪門恩怨》預告片啦，好興奮。不知道會不會超越我們家真人秀？

——這是克里斯?詹娜于太平洋時間2017年10月11日下午4點57分在Instagram上分享的內容。

南頓說，如果詹娜的孩子們是“職業運動員”，她自然就是“教練”。他建議企業家：找個克里斯?詹娜一樣的精明幫手，專門負責遠期規劃。

南頓指出：“為家人尋找崛起機會方面，她看得特別準。”

克洛伊?卡戴珊：挑戰行業標準

克洛伊?卡戴珊推出的牛仔褲品牌Good American囊括了從0到24各種尺碼，滿足了長期被市場忽略的一大需求。

看看我這些Good American牛仔裝多美？？

——這是克洛伊?卡戴珊于太平洋時間2017年6月16日上午10點12分在Instagram上發布的內容。

Good American提供了主流品牌通常不做的大碼服裝，向過去被主流品牌拒之門外的豐滿女性敞開大門，發掘了新的市場。南頓認為，現在社會里大家“對人與人的差異更為包容”，因此克洛伊的做法非常聰明。

譯者：Pessy

審稿：夏林

The Kardashian family is everywhere. With multiple television shows, clothing and cosmetic lines, digital products, games, emojis, well-timed pregnancies and so much more, the family has established itself as an example of good brand management — no matter how much you might make fun of them. From Kim Kardashian’s social media savvy to Kris Jenner’s impeccable sense of what works on reality TV, the Kardashian’s show that capitalizing on a massive presence results in success.

Branding expert Nick Nanton, who runs the agency DNA, says the biggest mistake people trying to follow the Kardashian model can make is trying to be just like the family. But entrepreneurs can learn a lot from the ways the Kardashian-Jenner family uses their strong branding to prop each other up, he says.

“They’ve been very smart about using synergy to help each other. That’s what good businesses do, too,” Nanton said.

Check out what business lessons you can learn from the Kardashian family below:

Kim Kardashian: Embrace new platforms early

With 103 million Instagram followers and 56.1 million Twitter followers, Kim Kardashian is known for her early adoption of social media to engage with people. It’s not just that she has a huge following — it’s the way she talks to her fans while simultaneously promoting her always-growing brand. From prompting fans to send her Kimojis on Twitter to detailing her makeup routine on Instagram and her app, Kim’s savvy social media skills show how connecting with fans makes business sense.

Thank you guys for the amazing KKW BEAUTY launch of our powder Contours & Highlighters! I can't wait for you guys to get them!!!

A post shared by Kim Kardashian West (@kimkardashian) on Aug 22, 2017 at 11:17pm PDT

The bulk of Kim Kardashian’s success comes from her openness with fans, according to Nanton.

“It’s been proven over and over again that you can go directly to your audience without any filter in between,” Nanton says. “If you’re talented at that, you can clearly build quite a valuable empire.”

Kylie Jenner: Leverage your following to sell your product

A similar openness carries over to Kim’s youngest sister, Kylie Jenner.

The youngest of the Kardashian-Jenner clan, Jenner has built her makeup line Kylie Cosmetics into a $420 million empire in just 18 months, CNBC reports.

Jenner, who became the youngest celebrity to be named on the 2017 Forbes 30 Under 30 celebrities list with earnings of $41 million in the last year, told Fast Company in May that she doesn’t pay for advertisements to promote Kylie Cosmetics. Taking a page out of her older sister Kim’s book, Jenner said, “Social media is the only way I push it.” Using Snapchat and Instagram, Jenner has turned her makeup line into a multimillion-dollar venture.

COMING SOON! Stay tuned KKW X KYLIE COSMETICS

A post shared by Kylie Cosmetics (@kyliecosmetics) on Apr 18, 2017 at 10:27am PDT

Anyone with a large enough following can easily figure out how Jenner has done it just by looking through her social media feeds, Nanton says.

“They literally post to show the breadcrumb trail of what to do. Add your own voice,” he said.

Kris Jenner: Everything is business

What lesson can’t we learn from Kris Jenner? The Kardashian-Jenner matriarch has skillfully brought her entire family to prominence through TV by turning all potential scandals into opportunity and cashing in on that success. Jenner is great at seeing an opening — a reality TV show about her family’s daily life, for example — and following through to make sure it happens.

So excited to watch the series premiere of @CW_Dynasty TONIGHT at 9/8c on The CW. Wonder if they can surpass my family drama ?? #Dynasty #Ad

A post shared by Kris Jenner (@krisjenner) on Oct 11, 2017 at 4:57pm PDT

If her kids are the “pro athletes,” Jenner is a natural “coach,” Nanton says. His advice to entrepreneurs: Get yourself a Kris Jenner who will look out for the big picture stuff.

“She’s a visionary when it comes to seeing opportunities for her family members,” he said.

KhloeKardashian: Challenge industry standards

KhloeKardashian has addressed a market need that had long been ignored with the launch of Good American, a denim line that runs sizes from 0 to 24.

How beautiful are my @goodamerican #GOODSQUAD?? @rose_bertram @leomieanderson @denisebidot GoodAmerican.com

A post shared by Khloé (@khloekardashian) on Jun 16, 2017 at 10:12am PDT

Good American is inclusive of sizes that mainstream brands commonly leave out, opening up possibilities for previously excluded plus-size women and uncovering a new market. According to Nanton, it’s a smart move, especially as society has grown to make people be “more accepting of people’s differences.”