【正文】 當(dāng)我的皮膚需要保護(hù)和營養(yǎng)時，它承諾給我重新滋潤。 Jaguar Results 美洲豹 結(jié)局 020234000600080001000012023140001600018000202301992 1993 1994 1995Sales% % % % CNN What is the Product CNN… 產(chǎn)品 ? CNN is a cable munications work with affiliates in more than 125 countries 橫跨 125個國家的有線電視網(wǎng) ? News, current events and information are broadcast live, 24 hours a day 全天 24小時現(xiàn)場報道新聞，事件，信息 ? Programs include CNN Headline News, CNN World News, Moneyline, Style, Larry King Live and Crossfire 節(jié)目線包括CNN標(biāo)題新聞， CNN世界新聞，金錢線，風(fēng)格， Larry King Live，交鋒 CNN ...the world’ s news leader 世界新聞領(lǐng)袖 Brand Audit ? History as it happens 正在發(fā)生的歷史 ? A “ pulse” 一個“間歇” –connecting to world… 讓你和世界連接 – a link with home 和家的一種聯(lián)系 ? Built for people like me who must be aware, take part, be stimulated 專為和我一樣的人們：需要了解，參與，被激發(fā) ? As a viewer, I’ m in classy pany 作為一個觀眾，我是有格調(diào)的 OM What is the Brand? 品牌是什么？ CNN powers the imagination, provokes passion... makes possible a kind of universality CNN激發(fā)你的想象，喚醒你的激情 … 讓你可能成為世界人 CNN is our plaary theater, Staging... as it happens... the DRAMA of our lives CNN是我們這個星球的劇場，上演正在發(fā)生的事 … 我們?nèi)松?戲劇 Kleenex Kleenex one of the most recognized brand names in the world .... But 世界最知名的品牌之一，但是 ? only this year did KC mit to building as a global brand KC最近才決心把它建造成為一個全球性品牌 ? no one anywhere understood the brand essence 沒有人了解這個品牌的本質(zhì) The Situation 處境 ? Uncover the truth about the Kleenex brand worldwide 在世界范圍內(nèi)發(fā)掘 Kleenex品牌的真實(shí)面 ? (We have the business in parts of Asia, South America, South Africa and the Gulf States) （除歐美外，亞洲，南美，南非和海灣地區(qū)） OM Initiative 奧美發(fā)起 Core Truths 1. Kleenex is a global “ Trustmark” 全球性的“信任標(biāo)志” ? “ It’ s a brand that’ s stood the test of time.” (South Africa) ? “ It sets the standard for quality” (Mexico) ? “ I grew up believing it is the real thing .... it’ s the bridge to our past and our heritage.” (Middle East) ? “ It’ s a trusted, reliable name ... it’ s the best.” (Australia) ? “ Kleenex is a sure buy... there’ s no risk.” (Brazil) ? “ It’ s imported and classy.” (Thailand, Taiwan) Core Truths 1. Kleenex is a global “ Trustmark” (cont) ? In many markets, Kleenex is a “ badge” ....“ It says I’ m quality conscious ... it upgrades me to be a Kleenex person.” (South Africa) ? “ If I see Kleenex in someone’ s bathroom, I know the person is of high value/status.” (Germany) ? “ It is proof of good taste.” (France) Core Truths 2. Kleenex means “ clean” Kleenex 意味著“干凈” ? “ The name is Kleen...ex. That says pure.” (Korea, Malaysia, Thailand) ? “ It’ s crystal clear waters, pine trees, snow.” (UK) ? “ The brand name municates its purpose... to be clean, cleaner than all the petition.” (Costa Rica) ? “ It’ s hygienic for you and your kids, even for emergencies.” (Germany) ? “ My daughter got a fly in her eye, it’ s a delicate area and I wanted the best. Something sterile, clean, soft.” (UK) Core Truths 3. Kleenex has “ always been there” Kleenex “一直伴隨著我” ? A brand with heritage: “ It’ s been around forever.” (Malaysia) ? “ It pioneered facial tissue and made using a handkerchief unclean.” (Brazil) ? An ubiquitous brand: “ In the kitchen, in the bathroom, in the bedroom, in the car.” (Costa Rica) ? “ You appreciate Kleenex most when you discover she isn’ t there for you.” (Europe) Core Truths 4. Kleenex evokes the fondest memories Kleenex “喚醒最深的記憶” ? “ When I got my first paycheck, I surprised my girlfriend with a box of Kleenex. I was so proud.” (Korea) ? “ My friend brought a box of Kleenex to the cinema...and we all cried through Forrest Gump.” (Germany) ? “ I really needed Kleenex when I lost my first love...” (France) ? “ I wrote my phone number for a guy on my Kleenex.” (Brazil) Core Truths 4. Kleenex evokes the fondest memories (cont) ? “ At family dinners, Kleenex is always at the center of the table.” (Asia) ? “ It’ s my little indulgence. It pampers me. The fort of a soft touch in today’ s harsh world.” (South Africa) Core Truths 5. Kleenex means “ home” Kleenex 象征著“家” ? “ It’ s a luxuriously soft and cozy forter.” (France) ? “ It’ s a little piece of order and calmness amidst the storm.” (.) ? “ A gentle, caring mother who’ s sometimes taken for granted.” (.) ? “ It’ s having someone wipe away your tears.” (Asia) ? “ The last thing my mother put in my lunch box every day.” (Bahrain) Core Truths 6. Kleenex “ knows you” Kleenex “ 了解你” ? “ Kleenex could write my biography.” (Saudi Arabia) ? “ I grew up with Kleenex, it’ s been there for me constantly... in good times as well as bad.” (Philippines) ? “ Kleenex is caring and tender...an earnest, genuine friend.” (Hong Kong) ? “ Kleenex is my ally, my guardian angel.” (Costa Rica) Core Truths 6. Klee