【正文】 – 品牌自殺法 – 品牌比喻 /擬人化 – 品牌再生 – 角色扮演 – 日記法 ? 是‘品牌檢驗(yàn)’前后的輔助工具 BrandPrint 品牌寫真 Brand Print 品牌寫真 ? Once individual Audits have been consolidated, the output is the Brand Print. 一旦品牌檢測得以完成，其結(jié)果就是品牌寫真 ? It is a description usually in writing of the unique relationship between this brand and the consumer. 品牌寫真是一種描述 通常是文字描述 是關(guān)于這個品牌和它的消費(fèi)者之間獨(dú)特的關(guān)系的描述 品牌核心的精髓，品牌得以成立的理由，本質(zhì) 最好可以濃縮為一句話 為什么要“品牌寫真”？ ? 這是品牌的“定義”，它的 DNA，不能 /不應(yīng)改變的本質(zhì) ? 所有相關(guān)策略（創(chuàng)意 /媒介 /公關(guān) …) 都不應(yīng)違背“品牌寫真”的精神 ? 讓品牌小組的全體成員了解“我們在做什么” ? 激發(fā)創(chuàng)意人員的才情 所有名詞到底要做什么 ? 品牌檢驗(yàn)（ Brand Audit): 尋找一般市場調(diào)研中找不到的感性因素及非理性層面 ? 品牌探測（ Brand Probe)： 運(yùn)用各種技巧來了解消費(fèi)者“說不出的話” ? 品牌寫真（ BrandPrint)： 寫出一段話來主導(dǎo)日后該品牌與消費(fèi)者的關(guān)系 BrandPrint BMW Core Assets 寶馬 核心資產(chǎn) ? Power under control 可控的動力 ? A feeling of superiority achieved by being the tamer of a powerful, passionate beast 駕馭脫韁野馬般的激情和優(yōu)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 充滿內(nèi)在力量和激情的轎車 BMW BrandPrint 寶馬 品牌寫真 寶馬是超級駕駛機(jī)器。 能夠擁有寶馬是對車主的成功地位的肯定，因?yàn)椴⒎侨巳丝梢韵硎苓@份榮耀。美洲豹不是任何汽車的翻版，正如她的擁有者一樣。 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)我的皮膚需要保護(hù)和營養(yǎng)時(shí)，它承諾給我重新滋潤。s “ What’ s Hot” 從“財(cái)富”雜志的“恐龍”變成“在線”雜志的 “熱門” Results ? Financial World’ s Most Valuable Brands: “財(cái)政世界”雜志最有價(jià)值的品牌： – From 293 in ‘ 94 to 3 in ‘ 96 從第 293位升至1996年的第 3位 ? Stock price remains at all time highs 股價(jià)持續(xù)最高 。t have a laugh with IBM你不會與 IBM一起歡笑 ? IBM will only talk to your boss, everyone else is insignificant IBM只會與你的老板交談，其他人都不重要 ? Monolithic, for big business only, “ fortress IBM” 只做大生意 ? Not a leader in working, 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 OM Strengths and problems consistent worldwide Challenge挑戰(zhàn) ? Increase perceived 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 munications 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 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 bines global stature with a human voice—gentle, positive, occasionally even selfdeprecating. Ceaselessly surprising. Reassuringly certain. IBM is magic you can trust. OM 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，甚至偶爾也會自嘲一番 你可以相信 IBM的魔力 “ Solutions for a Small Pla” “小小環(huán)球的解決之道” 47 countries, 30 languages Subtitles Campaign Idea Unexpected users from everywhere are enfranchised into the world of technology. 在任何一個角落，連你想象不到的那些人們也被解放到科技的世界里來了。 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。 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 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 h