奧美品牌的故事(1).ppt

1、,品牌的故事,Ogilvy socially reborn.” (Brazil) “Whenever you need her, Kleenex will be there.” (Taiwan),Core Truths,1. Kleenex is a global “Trustmark”. 全球性的信任標(biāo)志 2. Kleenex means “clean”. 意味著“干凈” 3. Kleenex has “always been there”. 一直伴隨著我 4. Kleenex evokes the fondest memories. 喚醒最深的記憶 5. Kleenex means “ho

2、me”. 象征著“家” 6. Kleenex “knows you”. Kleenex 了解你 7. Kleenex never “takes over”. Kleenex 從不強(qiáng)取 8. Kleenex says “everythings going to be fine”. Kleenex 說，“一切都會(huì)好起來的”,Bottom-up works Our teams around the world are good at this! There are truly Global Brands - Kleenex is one It takes special skills to lead

3、 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 一個(gè)40年的成功美國品牌 A global Mega-brand in just 3 years 僅用3年成為全球大品牌 76 countries in 4 years 4年內(nèi)進(jìn)入76個(gè)國家 No. 1 in North America and Europe 北美和歐洲的第一品

4、牌 Dominant in Australia, Hong Kong and Brazil 在澳洲，香港和巴西強(qiáng)勢 One brand idea, global network, local knowledge 同一品牌概念，全球網(wǎng)絡(luò)，本地知識(shí),What we learned from consumers消費(fèi)者告訴我們,The bar has endowed the Brand with a rich set of core values : 豐富的核心價(jià)值 integrity, honesty, credibility, unpretentiousness, shuns hype, etc.

5、 正直，誠實(shí)，不造作，不接受奉承 The bar delivered a real solution to a real consumer problem 為消費(fèi)者解決了一個(gè)真正的問題 Not many of our new products will be in such a unique position 并非許多新產(chǎn)品能擁有如此獨(dú)特的定位,What we learned from consumers消費(fèi)者告訴我們,A strong but grounded emotional connection exists between the user and the brand 一種強(qiáng)有力并且

6、實(shí)在的聯(lián)系存在于使用者和品牌之間 The uniqueness comes from how Doves skin feel makes her feel “Glad to be a woman”獨(dú)特之處在于多芬給女人的皮膚讓她覺得“作女人是快樂的” “Hope” and “Transformation” are not words that resonate with the Dove users; they are beyond what they desire from Dove “希望”和“轉(zhuǎn)變”絕不僅僅是些引起多芬使用者反響的文字，它們超出了女人們的期望,“Dove Is The P

7、romise 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, it will reward me. The promise that

8、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 remoisturize it. It is a simple and unselfi

9、sh promise, made to the woman inside me.,“多芬的承諾是還給我女人的天性 - 給我的皮膚，也給我自己?！?一個(gè)讓我能保持最佳的個(gè)人承諾。 當(dāng)我的臉因清洗而干燥時(shí)，它承諾給我補(bǔ)充滋養(yǎng)。 當(dāng)洗澡是我逃脫到平和世界的唯一方式時(shí)，它承諾給我獎(jiǎng)賞。 當(dāng)本應(yīng)屬于我的柔軟肌膚片刻不見時(shí)，它承諾找還給我。 當(dāng)我有時(shí)不得不暫時(shí)遺忘我是個(gè)女人時(shí)，它承諾會(huì)提醒我。 當(dāng)我的皮膚需要保護(hù)和營養(yǎng)時(shí)，它承諾給我重新滋潤。 它是一個(gè)簡單而無私的承諾，對我心底里女人的天性,MasterBrand Positioning主品牌定位,Dove helps a woman look and f

10、eel her best by helping her experience noticeably softer, more beautiful skin 多芬?guī)椭孙@著體驗(yàn)更柔軟更美麗的皮膚，由此讓女人的外表和內(nèi)心都處于最佳狀態(tài),IBM,Information Technology Brands 信息技術(shù)品牌,The BEST technology does not always win 最好的技術(shù)并不總能贏 The BEST brand does 最好的品牌卻可以 These companies did not manage their brand 這些公司沒有好好管理他們的品牌 Nov

11、el WordPerfect Silicon Graphics,Situation Pre 1994,IBM Stumbles 蹣跚而行的IBM Reputation diminished, declining 名聲下降 $18 billion losses over 3 years 三年中虧損180億 Breakup into 13 “Baby Blues” considered 可能分化為13個(gè)小公司 50+ agencies, 200+ campaigns 50多家代理商，200多個(gè)不同的廣告活動(dòng),O&M Appointed,Single worldwide agency, June 1

12、994 奧美成為全球唯一代理 Advertising Direct Marketing Promotions Internet,Global Brand Audit,Professional 專業(yè) Quality 質(zhì)量 R&D, a national asset 研發(fā) The standard against which all others are judged 衡量別人的標(biāo)準(zhǔn),You dont have a laugh with IBM你不會(huì)與IBM一起歡笑 IBM will only talk to your boss, everyone else is insignificant IB

13、M只會(huì)與你的老板交談，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 在網(wǎng)絡(luò)、軟件、服務(wù)上落后 Trying to be “all things, to all people”, unsuccessfully 總想成為萬能 No clear vision & focus 目標(biāo)含糊,Strengths and problems consistent worldwide,Challenge挑戰(zhàn),Increase perceiv

14、ed value of anything from IBM 提升價(jià)值感 Establish new relevance in considering IBM 樹立相關(guān)性 Convey new, more approachable, customer driven attitude 帶出新的，易于接近的，客戶導(dǎo)向的態(tài)度 Reinforce latent strengths 加強(qiáng)潛在優(yōu)勢 Global scope Technological leadership Reliability,Speak With One Voice 眾口一聲,Consolidate all communications

15、 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” 集中解決主要問題：“如果他們不買你的品牌，他們對你的產(chǎn)品根本連考慮都不考慮” Make the whole more than the sum of the parts,The IBM BrandPrint,IBM is the underlying fabric o

16、f 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, occasionally even self-deprecating.

17、 Ceaselessly surprising. Reassuringly certain. IBM is magic you can trust.,IBM品牌寫真,IBM是信息時(shí)代的基礎(chǔ) - 改變我們生活的推動(dòng)力 IBM站在全球發(fā)展的高度，兼顧人性化的需求 - 溫和，積極，甚至偶爾也會(huì)自嘲一番 你可以相信IBM的魔力,“Solutions for a Small Planet”“小小環(huán)球的解決之道”,47 countries, 30 languages Unexpected users from everywhere are enfranchised into the world of te

18、chnology. 在任何一個(gè)角落，連你想象不到的那些人們也被解放到科技的世界里來了。,Dramatic Immediate Impact立竿見影，戲劇性的效果,Significant improvements in all key attributes in Worldwide Tracking Study Retained strengths 維持既有優(yōu)勢 Enhanced emotional aspects of the brand 提升了品牌情的感面 Perceptions of arrogance and bureaucracy declined around the world 對其傲慢和官僚的印象在全球范圍內(nèi)下降,Results,Worldwide Tracking: #1 on global leadership, quality products/services, trust 在全球領(lǐng)先，質(zhì)量，服務(wù)和信任度上位居第一 Continuing significant declines on arrogant, bureaucratic 傲慢官僚的負(fù)面印象持續(xù)顯著減少 Those exposed to advertising rat