奥美品牌的故事.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ThoseexposedtoadvertisingrateIBMhigher