【正文】 eward, something that makes them feel better something that makes them feel more sophisticated than they really are. They look for brands that understand and address their inner needs. 她們尋求產(chǎn)品質量以外更多的東西，尋求情感回報、使她們感覺更好、覺得自己更成熟的東西，尋求了解、表達她們內在需求的品牌。 Manner 氣氛及風格 ? 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。 advertising should have a very French style, the copy should have a very Japanese literary style. 雖然左岸咖啡館的廣告視覺應該非常法國化，但其文本應是很有日本文學的風格。s. 我們從法國收集來許多咖啡館的資料，包括圖片甚至菜單。 menu. 如果我們的品牌是咖啡館，那么它不應僅賣咖 啡。 au lait, as well as Blancmange and other Frenchstyle desserts, all under the Left Bank Caf233。 products. 我們現(xiàn)在考慮法式蛋糕的可能性，希望將來在商店里有左岸咖啡館產(chǎn)品專用冷藏柜。 with a long history and a strong cultural, artistic atmosphere. 廣告要促使消費者在腦海里建造一個自己最喜愛的法國咖啡館 一個理想的咖啡館，一個歷史悠久、文化藝術氣氛濃厚的咖啡館。 will have a relationship with the consumer like that of a favorite book, such as a travel memoir, or a small volume of poetry, which is always kept on a nearby bookshelf, so that it can be taken down to be enjoyed in peaceful moments alone. In the same way, Left Bank Caf233。 makes the mental trip easier simply satisfying your spiritual desires, any time, any place, and privately. 而左岸咖啡館使這想象之旅更輕松 簡單地滿足你隨時可能冒出的一點精神欲望，孤獨享受。, and were broadcast late at night. 電視廣告是一個女孩的旅行摘記。 (Cont’d) 品牌塑造 ? In order to make people believe in the existence of the caf233?！?was set up outside. ?A 15minute program entitled “Left Bank Caf233。 Building the French Caf233。 雷諾 、 標致 、 香奈爾 、 Christian Dior等法國品牌也在贊助商之列 。 products, they feel they are rewarding themselves. Eighty percent of the people interviewed believe that the “Left Bank Caf233。 The Brand (Cont’d) 品牌 ? Left Bank Caf233。 5. Expand your brand proposition beyond advertising. 把您的品牌主題超越廣告 。 ? 1998 vs 1997 sales over first six months is +15% 1998年上半年營業(yè)額比 1997年同期增加 15% Better Questions 基本思考 ? What factors make people think of a beverage as good? ? What beverages are most worth selling on consignment? ? What is the most highclass place for consignment goods to e from? ? What are the most expensive drinks here? 飲料在什么情況下會被認為好？寄售什么 飲料最值錢？從哪里來的寄賣品最高級？ 在這里什么飲料最貴？ The Process of Changing the Price From NT$15 to NT$25 從 15元變成 25元的過程 Special house blend French literary Caf233。 really exist? I prefer to believe in a world where it does.” 左岸咖啡的電視廣告令人有一種愉快的孤獨感，人們覺得左岸咖啡是享受。 (Cont’d) 品牌塑造 The Brand 品牌 ? Is there really a Santa Claus? ? According to the results of last week?s Left Bank Caf233。 brand was one of the sponsors of a celebration dinner and a French film festival anized by the French Institute in Taiwan. The sponsors included actual French brands such as Renault,Peugeot, Chanel, Christian Dior, a number of different winemakers, and one brand you would never find in France itself Left Bank Caf233。s on the left bank of the Seine, was produced for cable TV. 在法國咖啡館攝影展期間 ， 臺灣最豪華的書店外布置著左岸咖啡館 。