4. Shared Values 共同的价值观"We work not for ourselves, not for the company, not even for the clients. We work for brands."
“我们工作,不是为自己,不是为公司,甚至不是为客户。我们是为品牌而奋斗。”
5. 品牌是什么?In English, brand literally means a "stamp of identity"
在英语中,品牌就是
“形象标签”
6. "Brand" has now come to mean the product as presented to the consumer through communications.
“品牌”在当今社会,就是通过市场传播介绍给客户的产品。
20. “What British Airways does is to go beyond the function and compete on the basis of producing an experience.”
Sir Colin Marshall
Chairman of British Airways
Harvard Business Review
英国航空公司的做法已超越飞航本身,而是
以营建顾客的亲身感受为其竞争力。
21. “We need to look at our business as more than simply buiding and selling personall computers. Our business is the delivery of information and life-like interactive experiences.”
Andy Grove
Intel Chairman
Challenging his colleagues at a speech at
last year’s Comdex meeting
我们应该这样看待我们的业务:我们不是简
单地制造和销售个人电脑,我们的产业是传
递信息和创造生活中互动的体验。
22. 品牌模范生强势突出且与消费者保有非常特殊的关系
Apple 与 IBM
可口可乐与百事可乐
英航与国泰航空
Shell 与 Esso
23. 品牌管理失当昂贵的错误示范
如:
1986年的新可口可乐上市
1986年8月Coke Classic
1990年Coke II
81. 探索品牌的有形和无形资产
Probing the tangible and intangible assets of the brand确定理想的品牌价值
Definition of the optimal brand valuesBRAND AUDIT BRAND PRINT
品牌检验 品牌写真
85. Brand Audit - 1 品牌检验 - 1Think about the specific things that trigger this Brand’s identity in your mind …
思考那些可以令人联想起这个品牌形象的具体的事情 …
When you hear the Brand’s name, what immediately springs to mind?
当听到这个品牌,是什么东西最先跃入您的脑海?
What else? 别的方面?
• Visuals or images? 视觉的或印象?
• Packaging or product elements? 包装或者产品内涵?
• Bits of advertising? 一点广告的印象?
• Signs of Symbols? 符号标记?
What do these stimuli suggest or signal about the Brand?
上述内容导致人们想起这个品牌的那些特点?
86. Brand Audit - 2 品牌检验 - 2Thinking about the feelings and emotions the Brand evokes in you …
思考这个品牌在你心中产生的感觉和共鸣 ...
• What specific feelings and emotions do you experience in connection with using this Brand?
使用这个品牌时,你有什么特别的感觉和情绪?
• How does this brand make you feel about yourself?
使用这个品牌让你如何看待自己?
• What do you feel when you see others using this brand?
当别人使用这个品牌时,你有什么感觉?
• What is the mood of this brand? 这个品牌的感情色彩?
• How do the feelings and emotions this brand evoke in you differ from those its leading competitor might evoke? 使用这个品牌与使用主要竞争品牌的心情和感受有何不同?
87. Brand Audit - 3 品牌检验 - 3Since using a Brand makes it part of your life,Brands have personal memories or associations attached to them …
既然使用一个品牌会成为你生活的一部分,所以品牌维系着一个人的记忆和联想.
• What personal memories or associations does this Brand bring to mind?
这个品牌能带给你什么样的记忆和联想?
• Describe an episode in your life or the life of someone close to you that illustrates this.
描述你自己或你生活中认识的某个人对这种品牌的特殊感受.
91. Brand Print 品牌写真Once individual Audits have been consolidated, the output is the Brand Print.
一旦品牌检测得以完成,其结果就是品牌写真
It is a description - usually in writing - of the unique relationship between this brand and the consumer.
品牌写真是一种描述 - 通常是文字描述 - 是关于这个品牌和它的消费者之间独特的关系的描述
品牌核心的精髓,品牌得以成立的理由,本质
最好可以浓缩为一句话
95. BMW - Core Assets 宝马 - 核心资产Power under control 可控的动力
A feeling of superiority achieved by being the tamer of a powerful, passionate beast
驾驭脱缰野马般的激情和优越感
A perfect sense of harmony and balance
完美融合的感受
A car with pure power and passion under its skin
充满内在力量和激情的轿车
98. Jaguar 美洲豹A brand that had lost hope and rational advantage.
一个曾经失去希望和理性优势的品牌
The Brand Audit revealed that it was trying to be what it was not.
品牌检测揭示,它曾力图成为一种其他什么内涵的东西
And that its “quirkiness”was an asset.
它的“古怪”(外观)曾是一种资产
99. Jaguar - BrandPrint 美洲豹 - 品牌写真The difference between Jaguar and other cars runs deeper than sheet metal and engineering:
It’s about soul, passion and originality.
A Jaguar is a copy of nothing …
just like its owners.
美洲豹与其他汽车的区别绝非材料和设计而是灵魂、激情、原创力。美洲豹不是任何汽车的翻版,正如她的拥有者一样。
100. Jaguar - Results 美洲豹 - 结局5.4%8.3%10.4%12.5%
101. CNN
102. What is the Product CNN…产品CNN is a cable communications network with affiliates in more than 125 countries 横跨125个国家的有线电视网
News, current events and information are broadcast live, 24 hours a day 全天24小时现场报道新闻,事件,信息
Programs include CNN Headline News, CNN World News, Moneyline, Style, Larry King Live and Crossfire 节目线包括CNN标题新闻,CNN世界新闻,金钱线,风格,Larry King Live,交锋
103. CNN
...the world’s news leader
世界新闻领袖
104. Brand AuditHistory as it happens 正在发生的历史
A “pulse” 一个“间歇”
connecting to world… 让你和世界连接
a link with home 和家的一种联系
Built for people like me who must be aware, take part, be stimulated 专为和我一样的人们:需要了解,参与,被激发
As a viewer, I’m in classy company 作为一个观众,我是有格调的O&M
105. What is the Brand? 品牌是什么?CNN powers the imagination, provokes passion... makes
possible a kind of universality
CNN激发你的想象,唤醒你的激情 … 让你可能成为世界人
CNN is our planetary theater, Staging... as it happens...
the DRAMA of our lives
CNN是我们这个星球的剧场,上演正在发生的事 …
我们人生的戏剧
106. DOVE多芬
BrandStewardship
107. DoveA 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 in 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
108. 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, 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
109. What we learned from consumers消费者告诉我们A strong but grounded emotional connection exists between 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 Dove’s 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芬使用者反响的文字,它们超出了女人们的期望
110. “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,
it will reward me.
The promise that when the softness I used to see every day hasn’t been seen in a while,
it will reveal it to me.
The promise that when I’ve had to put on hold the fact that I’m 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 unselfish promise, made to the woman inside me.
112. MasterBrand Positioning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
113. IBM
114. 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 manage their brand
这些公司没有好好管理他们的品牌
Novel
WordPerfect
Silicon Graphics
115. Situation Pre 1994IBM 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
116. O&M AppointedSingle worldwide agency, June 1994 奥美成为全球唯一代理
Advertising
Direct Marketing
Promotions
Internet
117. Global Brand AuditProfessional 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 don't have a laugh with IBM"你不会与IBM一起欢笑
"IBM will only talk to your boss, 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O&MStrengths and problems consistent worldwide
118. 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
119. Speak With One Voice 众口一声Consolidate all communications to build and leverage the brand
Focus budgets for maximum effect to solve IBM’s primary problem: “If they don’t buy your brand, they won’t 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
120. The IBM BrandPrintIBM is the underlying fabric of the Information Age—the 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 voice—gentle, positive, occasionally even self-deprecating.
Ceaselessly surprising. Reassuringly certain.
IBM is magic you can trust.O&M
122. “Solutions for a Small Planet”“小小环球的解决之道”47 countries, 30 languages
123. "Subtitles" Campaign Idea Unexpected 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。
124. 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
Perceptions of arrogance and bureaucracy declined around the world 对其傲慢和官僚的印象在全球范围内下降
125. ResultsWorldwide Tracking:
#1 on global leadership, quality products/services, trust 在全球领先,质量,服务和信任度上位居第一
Continuing significant declines on arrogant, bureaucratic 傲慢官僚的负面印象持续显著减少
Those exposed to advertising rate IBM higher than those not exposed across the board 接触过IBM广告的人对IBM的评价明显好于那些没有接触过的人
From Fortune’s Dinosaur to Wire's “What’s Hot” 从“财富”杂志的“恐龙”变成“在线”杂志的 “热门”
126. ResultsFinancial World’s Most Valuable Brands: “财政世界”杂志最有价值的品牌:
From #293 in ‘94 to #3 in ‘96 从第293位升至1996年的第3位
Stock price remains at all time highs 股价持续最高