【正文】 gant Ballsy Confident Discerning Engineered Fashionable Glamour Hi tech Intelligent Jazz Killer Luxury Manly Not old Ambitious Better Conservative Drive me Expensive Fast German Hot Integrity Knowledge Long term Meticulous Nurtured Achievement Competitive Elite Goal Important Leader Me Nuance A B C D E F G H I J K L M N Overt Prestigious Quick Revs Suave Trustworthy Unbeatable Vamp Youth Xcuse Me 0 100 Overdrive Passionate Quality Refined Stylish Thrusting Unique Vibrant Wealth SeXy Young Zoom Pride Red Sleek Tailored Understand Virile Wayward Xciting Yearn Zealot Pleasure Reliable Silent Throaty Verve Wish Xuberant Yes Zippy Positive Selfish Torque Values Wanton Xcellence O P Q R S T U V W X Y Z Arrogant, aspirational Ballsy, bold Com/fort, classy, confident Demanding, discerning Exclusive, engineered Fashion Glamour Hot Individual, intelligent Jazz Killer Lovers Manly Not old, not slow Overt Passionate Quality Red Sleek (Tailored) Unique Virile Wealth Xciting Yearning Zealot A B C D E F G H I J K L M N O P Q R S T U V W X Y Z We saw a BMW as: Having power under control A feeling of superiority achieved by being the tamer of a powerful, passionate beast A perfect sense of harmony and balance in a car which has pure power and passion under its skin The Brand Print was crafted from this point Photomontage A Visual Bank 圖片集錦 視覺銀行 ? Captures spontaneous/implicit perceptions 抓住自發(fā)的、有暗示意義的認(rèn)知 ? Very useful in understanding petitive differences 在理解競爭性差異時(shí)非常有用 ? Can be used in addition to other techniques to enrich visual images 可以運(yùn)用在其他技術(shù)上以豐富視覺形象 How It Works 如何運(yùn)用 ? Take a pile of old magazines of all types 找出一對舊的各式各樣的雜志 ? Issue everyone with scissors 發(fā)給每個(gè)人一把剪刀 ? Get the group to cut out pictures of images that seem relevant to the brand and form them into collages 讓小組建下與品牌有關(guān)的圖片，并將他們貼起來 ? Ask each individual to explain their collage 讓每個(gè)人解釋他們的圖片 ? Summarise 總結(jié) ? Use for petitors too 對競爭品牌用同樣的方法 What A Brandprint Is 什么是品牌寫真 ?A vivid statement of the unique relationship that exists between a consumer and a brand 一句有關(guān)消費(fèi)者和品牌間獨(dú)特關(guān)系的生動(dòng)的陳述 ?The Brand’s DNA of its fingerprint 品牌指紋的 DNA ?The core truth and spirit 核心事實(shí)和精神 ?Unique to the brand. Impossible to transfer 具有獨(dú)特性，無法被轉(zhuǎn)讓 A Brandprint Is Not 品牌寫真不是 …... ? A description of the brand 一個(gè)關(guān)于品牌的描述 ? A description of the advertising 一個(gè)關(guān)于廣告的描述 ? A marketing objective 一個(gè)市場目標(biāo) ? A strategy 一個(gè)策略 ? A brief 一份簡報(bào) ? A wish list一份愿望表 A Good BrandPrint 好的品牌寫真 Poetry not Prose 27 Drafts ? Everyone attempts, but one (usually creative) person is responsible for the final words 每個(gè)人的努力，一個(gè)人（通常是創(chuàng)意人員）負(fù)責(zé)形成最后文字 ? Preparation is important. Take a long walk, a bath, a glass (or two or three) of wine ......… 準(zhǔn)備工作很重要。散步、沖涼、喝幾杯葡萄酒 ……. ? Mindset is critical. Lock up the left brain, unlock the right 思維設(shè)定很重要。 鎖上左腦，打開右腦。 ? Explore all sensory dimensions look, sound, smell, touch, taste探索所有感官的方面－看、聲音、味道、觸摸、品嘗 ? Feelings first, images next, descriptives last 第一是感覺、其次是形象、最后是描述 Writing a BrandPrint 撰寫品牌寫真 ? Avoid yetisms like 避免轉(zhuǎn)折語 – Traditional yet curiously modern 傳統(tǒng) 但 現(xiàn)代 – Young hearted yet appealing to all ages 年輕人的心 但 適合所有年齡人群 ? Avoid clich233。 …… 避免官腔 – In this fastpaced modern world, it’s nice to know that Brand Y is still offering Z benefit 在這個(gè)快節(jié)奏的現(xiàn)代社會(huì)， 品牌 Y還可以提供 Z這樣的好處真是太好 ? Watch tired language注意濫用的詞語 – Powerful OR Reliably effective OR Light, fine consistency 強(qiáng)有力的，或者可靠的效果，或者輕， 精美的結(jié)合 Avoid Tired Language… Get Some Freshness in Your Words 避免濫用的詞語－－你的詞匯應(yīng)具有新意 ? Orange, loud, aggressive .... hell bent on getting rid of dirt, stains and odours (Radion) ? Hope without the hype .... a creamy concoction ... a handshake bargain (Dove) ? Squeaky clean powder that makes a noise like footsteps in crisp white snow (Birds) A Test for Recognising A Good BrandPrint 測試 ? Distinctive與眾不同 ? Clear清楚 ? Colloquial通俗的 ? Truthful誠實(shí)的 ? Colourful 有色彩 Aha! Competitive Advantages Of Brand Stewardship 品牌管家的好處 ? Open idea (not a black box) 開放的想法 ? Participative 參與 ? Intuitive 直覺 ? Relatively inexpensive 相對不昂貴 ? Genuinely Ogilvy 誠實(shí)的奧格威 Beyond The BrandPrint 除了品牌寫真 ? The BrandPrint is only the beginning 品牌寫真僅是開始 ? It should influence everything you do on your brand 它將會(huì)影響到你對品牌做作的每一件事情 ? It is not rewritten very often 它并不會(huì)經(jīng)常被修改 ? When put together with the Challenge it should provoke the Brand Idea 當(dāng)與品牌挑戰(zhàn)方在一起，它可以激發(fā)品牌 IDEA Team Exercise 1 分組練習(xí) ? Pick the brand assigned to your group 根據(jù)各組被指定的品牌 ? Review what you already know about it 重溫你們對該品牌了解的所有內(nèi)容 ? Conduct a Brand Audit on it