版权说明:本文档由用户提供并上传,收益归属内容提供方,若内容存在侵权,请进行举报或认领
文档简介
1、,Ogilvy socially reborn.” (Brazil) “Whenever you need her, Kleenex will be there.” (Taiwan),Core Truths,1. Kleenex is a global “Trustmark”. 全球性的“信任标志” 2. Kleenex means “clean”. Kleenex 意味着“干净” 3. Kleenex has “always been there”. Kleenex “一直伴随着我” 4. Kleenex evokes the fondest memories. Kleenex “唤醒最深的
2、记忆” 5. Kleenex means “home”. Kleenex 象征着“家” 6. Kleenex “knows you”. Kleenex “了解你” 7. Kleenex never “takes over”. Kleenex 从不“强取” 8. Kleenex says “everythings going to be fine”. Kleenex 说,“一切都会好起来的”,Bottom-up works Our teams around the world are good at this! There are truly Global Brands - Kleenex is
3、 one It takes special skills to lead this process globally Our brand print composers are a precious commodity,What we have learned,DOVE多芬 BrandStewardship,Dove,A successful U.S. Brand for 40 years 一个40年的成功美国品牌 A global Mega-brand in just 3 years 仅用3年成为全球大品牌 76 countries in 4 years 4年内进入76个国家 No. 1 i
4、n North America and Europe 北美和欧洲的第一品牌 Dominant in Australia, Hong Kong and Brazil 在澳洲,香港和巴西强势 One brand idea, global network, local knowledge 同一品牌概念,全球网络,本地知识,What we learned from consumers消费者告诉我们,The bar has endowed the Brand with a rich set of core values : 丰富的核心价值 integrity, honesty, credibility,
5、 unpretentiousness, shuns hype, etc. 正直,诚实,不造作,不接受奉承 The bar delivered a real solution to a real consumer problem 为消费者解决了一个真正的问题 Not many of our new products will be in such a unique position 并非许多新产品能拥有如此独特的定位,What we learned from consumers消费者告诉我们,A strong but grounded emotional connection exists be
6、tween the user and the brand 一种强有力并且实在的联系存在于使用者和品牌之间 The uniqueness comes from how Doves skin feel makes her feel “Glad to be a woman”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” are not words that resonate with the Dove users; they are beyond what they desire from Dove “希望”和“转变”绝不仅仅是些引起多
7、芬使用者反响的文字,它们超出了女人们的期望,“Dove Is The Promise Of Femininity Restored - To My Skin. And To Me.” A personal promise that I can be my best. The promise that when the mere act of washing my face has drained me dry, it will replenish me. The promise that when a shower is my only escape to a peaceful place,
8、it will reward me. The promise that when the softness I used to see every day hasnt been seen in a while, it will reveal it to me. The promise that when Ive had to put on hold the fact that Im a woman, it will remind me. The promise that when my skin needs protection and nourishment, it will remoist
9、urize it. It is a simple and unselfish promise, made to the woman inside me.,“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,MasterBrand Positionin
10、g主品牌定位,Dove helps a woman look and feel her best by helping her experience noticeably softer, more beautiful skin 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,Information Technology Brands 信息技术品牌,The BEST technology does not always win 最好的技术并不总能赢 The BEST brand does 最好的品牌却可以 These companies did not ma
11、nage their brand 这些公司没有好好管理他们的品牌 Novel WordPerfect Silicon Graphics,Situation Pre 1994,IBM Stumbles 蹒跚而行的IBM Reputation diminished, declining 名声下降 $18 billion losses over 3 years 三年中亏损180亿 Breakup into 13 “Baby Blues” considered 可能分化为13个小公司 50+ agencies, 200+ campaigns 50多家代理商,200多个不同的广告活动,O&M Appoi
12、nted,Single worldwide agency, June 1994 奥美成为全球唯一代理 Advertising Direct Marketing Promotions Internet,Global Brand Audit,Professional 专业 Quality 质量 R&D, a national asset 研发 The standard against which all others are judged 衡量别人的标准,You dont have a laugh with IBM你不会与IBM一起欢笑 IBM will only talk to your bos
13、s, everyone else is insignificant IBM只会与你的老板交谈,其他人都不重要 Monolithic, for big business only, “fortress IBM” 只做大生意 Not a leader in networking, software, services 在网络,软件,服务上落后 Trying to be “all things, to all people”, unsuccessfully 总想成为万能 No clear vision & focus 目标含糊,Strengths and problems consistent wo
14、rldwide,Challenge挑战,Increase perceived value of anything from IBM 提升价值感 Establish new relevance in considering IBM 树立相关性 Convey new, more approachable, customer driven attitude 带出新的,易于接近的,客户导向的态度 Reinforce latent strengths 加强潜在优势 Global scope Technological leadership Reliability,Speak With One Voice
15、 众口一声,Consolidate all communications to build and leverage the brand Focus budgets for maximum effect to solve IBMs primary problem: “If they dont buy your brand, they wont even consider your products” 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” Make the whole more than the sum of the parts,The IBM Brand
16、Print,IBM is the underlying fabric of the Information Agethe intellectual horsepower to conceive the truly amazing and the will to deliver its promise. It is the power to transform our lives and realize the most unexpected possibilities IBM combines global stature with a human voicegentle, positive,
17、 occasionally even self-deprecating. Ceaselessly surprising. Reassuringly certain. IBM is magic you can trust.,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,“Solutions for a Small Planet”“小小环球的解决之道”,47 countries, 30 languages,Subtitles Campaign Idea,Unexpected
18、 users from everywhere are enfranchised into the world of technology. 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。,Dramatic Immediate Impact立竿见影,戏剧性的效果,Significant improvements in all key attributes in Worldwide Tracking Study Retained strengths 维持既有优势 Enhanced emotional aspects of the brand 提升了品牌情的感面 Perceptio
温馨提示
- 1. 本站所有资源如无特殊说明,都需要本地电脑安装OFFICE2007和PDF阅读器。图纸软件为CAD,CAXA,PROE,UG,SolidWorks等.压缩文件请下载最新的WinRAR软件解压。
- 2. 本站的文档不包含任何第三方提供的附件图纸等,如果需要附件,请联系上传者。文件的所有权益归上传用户所有。
- 3. 本站RAR压缩包中若带图纸,网页内容里面会有图纸预览,若没有图纸预览就没有图纸。
- 4. 未经权益所有人同意不得将文件中的内容挪作商业或盈利用途。
- 5. 人人文库网仅提供信息存储空间,仅对用户上传内容的表现方式做保护处理,对用户上传分享的文档内容本身不做任何修改或编辑,并不能对任何下载内容负责。
- 6. 下载文件中如有侵权或不适当内容,请与我们联系,我们立即纠正。
- 7. 本站不保证下载资源的准确性、安全性和完整性, 同时也不承担用户因使用这些下载资源对自己和他人造成任何形式的伤害或损失。
最新文档
- 2024年印度储物柜用锁市场机会及渠道调研报告-样本
- 全球与中国N-丁酰氯市场发展现状及前景趋势预测报告2024-2030年
- 多工位精密级进冲模行业相关投资计划提议
- 建筑用木料及加工木材组件相关行业投资规划报告
- 玻尿酸注射相关行业投资方案
- 专题02 数形思想之平行线必考题专练(原卷版)-【考点培优尖子生专用】2021-2022学年七年级数学下册专题训练(沪教版)
- 专题5.9第5章一次函数单元测试(能力过关卷)-2021-2022学年八年级数学上册尖子生同步培优题典(原卷版)【浙教版】
- 本册课本成语
- 第18课+冷战与国际格局的演变 高一下学期统编版(2019)必修中外历史纲要下
- 焦作市重点中学2024年中考联考数学试题含解析
- 化验室化学试剂分类清单(参考模板)
- 高三下学期读后续写15篇范文背诵原文(素材)
- (完整版)机器人技术习题集
- 医学英语词根词缀
- 三年级英语下册 Unit 1(1)教学反思 湘少版
- 分子生物学考博真题
- 帷幕灌浆施工方案完整
- 《用坐标表示轴对称》教学设计(蒋秀琼)
- 电梯日常巡查维护记录表
- 天然级配砂石换填施工方案
- 三年级人教版语文下册课文内容填空专项真题含答案
评论
0/150
提交评论