【正文】 女性用體香劑品牌 ? 洞察 :“當美麗的女孩從身邊一陣風走過時，男人都禁不住會即時起反應” ? 然而，九十年代的女性魅力意味著女人不再愿意被看作出被動地接受男人的注意 ? 她們準備采取主動 需要在接受注意（品牌的真實）和有意地吸引注意 （消費者的真實）之間找到微妙的平衡 Ogilvy Mather Some More Examples : Skincare “ Each new wrinkle reminds me of how much more I want to do with my life” “ When my pores are small I won’ t mind if you stare at me even close up” “ First impressions count, and blackheads count against you...” “ I can’ t change my age on my identity card, but I can control how old I look” “ When I look at myself, I wish my eyes had a softfocus lens ” “ By midafternoon, people can see their faces reflected on my nose” “ Why do I have to be a prisoner of the sun … I don ’ t want to be pletely covered in armour whenever I go out” Ogilvy Mather 兩種類型的洞察 Two Types Of Insight ? 對消費者生活與產品類 / 品牌相關的觀察，從而能導致形成一個強有力的創(chuàng)意執(zhí)行Observations about my life in relation to the category that lead to powerful individual executions ? 一個“ Missing Link”，它能導致建立一個新的策略性品牌定位創(chuàng)意 A ‘ missing link’ which establishes a new strategic brand positioning idea Ogilvy Mather 某些“ Missing Link”洞察的規(guī)律 Some Laws Of ‘ Missing Link’ Insights ? 它們讓沒有關聯的事情之間建立聯系 They make the disconnected connect ? 它們不是真正的“發(fā)現” They are not true ‘ discoveries’ ? “ You invent nothing. You rediscover what you have fotten” [ Socrates] ? “ Discovery is seeing what everybody has seen and thinking what nobody has thought” [German idiom] ? 它們在品牌和消費者之間建立起真正的共鳴關系 They establish a real plicity between the advertiser and the consumer Ogilvy Mather 四種類型 “ Missing Link” Four Groups Of ‘ Missing Link’ Tapping into what turns people on culturally, munally or individually Ogilvy Mather 三菱拖拉機 — 泰國 Mitsubishi TractorsThailand ? In rural Thailand, institutional authority is regarded with disdain ? the army and police force are routinely ridiculed for their inpetence in the local bars and clubs ? Belief in widespread corruption and cronyism leads to an acute sense of selfdependence Creating a concept of a ‘ superfarmer’ marries the two themes perfectly, and fes a sense of ‘ tribal’ identity Ogilvy Mather 2. 關于產品的 Reinterpreting the way a product attribute is presented 四種類型 “ Missing Link” Four Groups Of ‘ Missing Link’ Ogilvy Mather 亞洲油化 — 印度 Asian Paints India ? Paint brightens up homes everywhere ? However, in India (a poor country), paint takes on an additional relevance as a symbol of prosperity ? quality of home = quality of life Identify with the myth of ‘ overflowing milk’ to highlight the quality of the paint, and make it an indelible part of the celebration of wealth Ogilvy Mather 四種類型 “ Missing Link” Four Groups Of ‘ Missing Link’ 3. 關于問題的 outmanoeuvering a problem by illustrating a alternative solution Ogilvy Mather 黃油協會 — 英國 Butter Council Britain ? For years butter was losing out to spreads on key discriminators of convenience, health and price ? its key positive, taste, ranked only fourth ? By addressing its negatives, the Butter Council merely reinforced people’ s perceptions ? you can’ t use logic to overe an entrenched rational negative Repositioning butter as ‘ one of life’ s simple pleasures’ raised the importance of ‘ taste’ , and switched consumer evaluation to emotional issues Ogilvy Mather WWF Tiger Conservation Overseas Chinese In Asia ? Conservation advertising traditionally focuses on ? irresponsible / greedy human action ? futility of the desecration in improving quality of life Ogilvy Mather WWF Tiger Conservation Overseas Chinese In Asia ? Conservation advertising traditionally focuses on ? irresponsible / greedy human action ? futility of the desecration in improving quality of life ? But, little impression on overseas Chinese ? traditional medicine important part of traditional culture ? quality of human life more important than sparing animal life Work with the ‘ logic’ (not against it) by pointing out how the loss of the tiger would impoverish the lives of their children!