奥美品牌的故事062.ppt

,ogilvysociallyreborn.”(brazil)“wheneveryouneedher,kleenexwillbethere.”(taiwan),coretruths,1.kleenexisaglobal“trustmark”.全球性的“信任标志”2.kleenexmeans“clean”.kleenex意味着“干净”3.kleenexhas“alwaysbeenthere”.kleenex“一直伴随着我”4.kleenexevokesthefondestmemories.kleenex“唤醒最深的记忆”5.kleenexmeans“home”.kleenex象征着“家”6.kleenex“knowsyou”.kleenex“了解你”7.kleenexnever“takesover”.kleenex从不“强取”8.kleenexsays“everythingsgoingtobefine”.kleenex说，“一切都会好起来的”,bottom-upworksourteamsaroundtheworldaregoodatthis!therearetrulyglobalbrands-kleenexisoneittakesspecialskillstoleadthisprocessgloballyourbrandprintcomposersareapreciouscommodity,whatwehavelearned,dove多芬brandstewardship,dove,asuccessfulu.s.brandfor40years一个40年的成功美国品牌aglobalmega-brandinjust3years仅用3年成为全球大品牌76countriesin4years4年内进入76个国家no.1innorthamericaandeurope北美和欧洲的第一品牌dominantinaustralia,hongkongandbrazil在澳洲，香港和巴西强势onebrandidea,globalnetwork,localknowledge同一品牌概念，全球网络，本地知识,whatwelearnedfromconsumers消费者告诉我们,thebarhasendowedthebrandwitharichsetofcorevalues:丰富的核心价值integrity,honesty,credibility,unpretentiousness,shunshype,etc.正直，诚实，不造作，不接受奉承thebardeliveredarealsolutiontoarealconsumerproblem为消费者解决了一个真正的问题notmanyofournewproductswillbeinsuchauniqueposition并非许多新产品能拥有如此独特的定位,whatwelearnedfromconsumers消费者告诉我们,astrongbutgroundedemotionalconnectionexistsbetweentheuserandthebrand一种强有力并且实在的联系存在于使用者和品牌之间theuniquenesscomesfromhowdovesskinfeelmakesherfeel“gladtobeawoman”独特之处在于多芬给女人的皮肤让她觉得“作女人是快乐的”“hope”and“transformation”arenotwordsthatresonatewiththedoveusers;theyarebeyondwhattheydesirefromdove“希望”和“转变”绝不仅仅是些引起多芬使用者反响的文字，它们超出了女人们的期望,“doveisthepromiseoffemininityrestored-tomyskin.andtome.”apersonalpromisethaticanbemybest.thepromisethatwhenthemereactofwashingmyfacehasdrainedmedry,itwillreplenishme.thepromisethatwhenashowerismyonlyescapetoapeacefulplace,itwillrewardme.thepromisethatwhenthesoftnessiusedtoseeeverydayhasntbeenseeninawhile,itwillrevealittome.thepromisethatwhenivehadtoputonholdthefactthatimawoman,itwillremindme.thepromisethatwhenmyskinneedsprotectionandnourishment,itwillremoisturizeit.itisasimpleandunselfishpromise,madetothewomaninsideme.,“多芬的承诺是还给我女人的天性-给我的皮肤，也给我自己。”一个让我能保持最佳的个人承诺。当我的脸因清洗而干燥时，它承诺给我补充滋养。当洗澡是我逃脱到平和世界的唯一方式时，它承诺给我奖赏。当本应属于我的柔软肌肤片刻不见时，它承诺找还给我。当我有时不得不暂时遗忘我是个女人时，它承诺会提醒我。当我的皮肤需要保护和营养时，它承诺给我重新滋润。它是一个简单而无私的承诺，对我心底里女人的天性,masterbrandpositioning主品牌定位,dovehelpsawomanlookandfeelherbestbyhelpingherexperiencenoticeablysofter,morebeautifulskin多芬帮助女人显著体验更柔软更美丽的皮肤，由此让女人的外表和内心都处于最佳状态,ibm,informationtechnologybrands信息技术品牌,thebesttechnologydoesnotalwayswin最好的技术并不总能赢thebestbranddoes最好的品牌却可以thesecompaniesdidnotmanagetheirbrand这些公司没有好好管理他们的品牌novelwordperfectsilicongraphics,situationpre1994,ibmstumbles蹒跚而行的ibmreputationdiminished,declining名声下降$18billionlossesover3years三年中亏损180亿breakupinto13“babyblues”considered可能分化为13个小公司50+agencies,200+campaigns50多家代理商，200多个不同的广告活动,o&mappointed,singleworldwideagency,june1994奥美成为全球唯一代理advertisingdirectmarketingpromotionsinternet,globalbrandaudit,professional专业quality质量r&d,anationalasset研发thestandardagainstwhichallothersarejudged衡量别人的标准,youdonthavealaughwithibm你不会与ibm一起欢笑ibmwillonlytalktoyourboss,everyoneelseisinsignificantibm只会与你的老板交谈，其他人都不重要monolithic,forbigbusinessonly,“fortressibm”只做大生意notaleaderinnetworking,software,services在网络，软件，服务上落后tryingtobe“allthings,toallpeople”,unsuccessfully总想成为万能noclearvision&focus目标含糊,strengthsandproblemsconsistentworldwide,challenge挑战,increaseperceivedvalueofanythingfromibm提升价值感establishnewrelevanceinconsideringibm树立相关性conveynew,moreapproachable,customerdrivenattitude带出新的，易于接近的，客户导向的态度reinforcelatentstrengths加强潜在优势globalscopetechnologicalleadershipreliability,speakwithonevoice众口一声,consolidateallcommunicationstobuildandleveragethebrandfocusbudgetsformaximumeffecttosolveibmsprimaryproblem:“iftheydontbuyyourbrand,theywontevenconsideryourproducts”集中解决主要问题：“如果他们不买你的品牌，他们对你的产品根本连考虑都不考虑”makethewholemorethanthesumoftheparts,theibmbrandprint,ibmistheunderlyingfabricoftheinformationagetheintellectualhorsepowertoconceivethetrulyamazingandthewilltodeliveritspromise.itisthepowertotransformourlivesandrealizethemostunexpectedpossibilitiesibmcombinesglobalstaturewithahumanvoicegentle,positive,occasionallyevenself-deprecating.ceaselesslysurprising.reassuringlycertain.ibmismagicyoucantrust.,ibm品牌写真,ibm是信息时代的基础-改变我们生活的推动力ibm站在全球发展的高度，兼顾人性化的需求-温和，积极，甚至偶尔也会自嘲一番你可以相信ibm的魔力,“solutionsforasmallplanet”“小小环球的解决之道”,47countries,30languages,subtitlescampaignidea,unexpectedusersfromeverywhereareenfranchisedintotheworldoftechnology.在任何一个角落，连你想象不到的那些人们也被解放到科技的世界里来了。,dramaticimmediateimpact立竿见影，戏剧性的效果,significantimprovementsinallkeyattributesinworldwidetrackingstudyretainedstrengths维持既有优势enhancedemotionalaspectsofthebrand提升了品牌情的感面perceptionsofarroganceandbureaucracydeclinedaroundtheworld对其傲慢和官僚的印象在全球范围内下降,results,worldwidetracking:#1ongloballeadership,qualityproducts/services,trust在全球领先，质量，服务和信任度上位居第一continuingsignificantdeclinesonarrogant,bureaucratic傲慢官僚的负面印象持续显著减少thoseexposedtoadvertisingrateibmhigherthanthosenotexposedacrosstheboard接触过ibm广告的人对ibm的评价明显好于那些没有接触过