【正文】 t” took sports imagery mass market 題為 “ Just Do It” 的 新廣告以運(yùn)動(dòng) 形象 打入大眾市場(chǎng) ? passion, drama, moral uplift 熱情、戲劇性、品行升華 ? made it fashionable 使之成為時(shí)髦 ? made sports shoes a fashion item 使運(yùn)動(dòng)鞋成為時(shí)髦貨 ? Worldwide sales of US$9,200m in 1997 97年全球銷售額 92 億美元 The Connection 關(guān)系 Triangle 三角形圖 Product Benefit 產(chǎn)品的好處 Why I like the product 我為何 喜歡 該產(chǎn)品 Consumer Needs/ Beliefs 消費(fèi)者需求 /信念 Why I value the product 我為何 高度評(píng)價(jià) 該產(chǎn)品 Brand Personality Why I trust the product 品牌個(gè)性 我為何 信任 該產(chǎn)品 Nike Connection 耐克 Triangle 關(guān)系三角形圖 Optimum Performance 品牌力的表現(xiàn) The end always justifies the means 結(jié)果總能驗(yàn)證方法 Empowerment Irreverence 授權(quán)與不遜 One Mistake : Nike 耐克的一個(gè)錯(cuò)誤 ? Launched casual shoes in 1994 在 1994年推出休閑鞋 ? Disastrous sales, and damage to Nike image. ? What has casual shoes got to be with Nike brand ? Range withdrawn 銷售額損失慘重，令耐克形象受損。 ? 休閑鞋和耐克品牌又有什么聯(lián)系呢 ? 撤回該系列 “ It is not enough just to know the consumer. You also have to know your brand” “僅了解消費(fèi)者是不夠的，還要 了解你的品牌” (Phil Knight, Nike founder) (Phil Knight, 耐克創(chuàng)立者 ) Why ? 為什么？ Revisiting the modity consumer 再訪消費(fèi)者 Lessons From Nike 從耐克吸取的教訓(xùn) ? Deliver a superior product, as defined by the consumer 消費(fèi)者認(rèn)為你所提供的是 出眾的產(chǎn)品 ? not something anyone can do 而不是任何品牌都可以做到的產(chǎn)品 ? At an acceptable premium 付出可接受的額外費(fèi)用 ? Own a corner of the consumer psyche 在消費(fèi)者的 靈魂深處 擁有一席之位 ? the desire in all of us to be a ‘ winner’ 每一個(gè)人都有想成為“勝者”的欲望 ? Reorientate all elements of the marketing mix to support the brand 重新定向各種行銷手段來支持該品牌 ? eg : ‘ Just Do It’ 如：“ Just Do It” –extreme effort of petition 競(jìng)爭(zhēng)的極度努力 –fun, irreverent attitude to life 趣味，對(duì)生活不遜的態(tài)度 Left Bank Caf233。 Background (Cont’ d) 背景 This led to confusion of the brand assets, which caused a longterm problem for President?s dairy products, since they needed to convey a clear image of “freshness” and “expertise.” 這導(dǎo)致牌子混淆，給 “統(tǒng)一”的乳類食品造成了長(zhǎng)期問題，它們需要一個(gè)“新鮮”和“專業(yè)”的清晰形象。 Background (Cont’ d) 背景 With the strong petition in the market and the everincreasing cost of raw materials, we thought it would be great if we could sell the same kinds of beverages, in packages of the same volume, for a price of NT$25。C冷藏柜才能讓內(nèi)容物保存一段短暫的時(shí)間。 Price 價(jià)格 ? All the strategic thinking was concentrated on one major objective: how can we make consumers accept the unreasonably high price of NT$25 per cup? 所有策略思考都集中在一個(gè)主要目的：如何讓消費(fèi)者接受 25元一杯的高價(jià)？ ? We asked ourselves a series of questions to help us ensure we could create a highclass brand. 我們自問一連串相關(guān)問題，以確保能創(chuàng)造出一個(gè)高級(jí)的品牌。 Coffee from Paris from a caf233。 seemed to have the highest value, and would make them pay the highest price. 明顯地人們覺得來自左岸咖啡館的咖啡價(jià)值最高，他們?cè)笧榇烁蹲罡叩膬r(jià)錢。? concept. 她們喜歡品牌背后的意念，尤其是“左岸咖啡館”的概念。 Tone Manner 氣氛及風(fēng)格 ? According to statistics from bookstores, the most popular author among young women of this age group is Murakami Haruki. She is the foremost representative of a new style of Japanese writing, which is hip, absurd, postmodern, and always coolly deadpan. What?s unique about Murakami?s stories is that they expertly manage to conjure up the feeling of city dwellers. 她們最欣賞的作家是村上春樹。 Correction Triangle : Left Bank Cafe Spiritual Satisfaction 精神上的滿足 Solitude is not loneliness 獨(dú)處不是寂寞 Artistic Atmospheric, Contemplative 藝術(shù)氣氛、沉思 Creative Brief 創(chuàng)意簡(jiǎn)報(bào) ? During the process of briefing the creative people, we told them, “Let?s fet that we are making advertisements for pac