【正文】 is proof of good taste.” (France) Ogilvy Mather 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) Ogilvy Mather 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) Ogilvy Mather 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 myKleenex.” (Brazil) Ogilvy Mather 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) Ogilvy Mather 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) Ogilvy Mather 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) Ogilvy Mather 6. Kleenex “knows you” (cont) ? “Kleenex is like a mirror that reflects me...” (Mexico) ? “Kleenex is a reflection of all the little things in life that are important to me.” (Australia) Ogilvy Mather Core Truths 7. Kleenex never “takes over” Kleenex 從不“強(qiáng)取” ? “ She provides soft fort to the vulnerable around her. Her silent strength exudes character and confidence.” (Malaysia) ? “True strength can afford to be delicate.” (South Africa) ? “Like an honorable gentleman... whose noble cause it is to serve everyone else.” (Colombia) ? “Kleenex embraces me with the softest hand to reassure me.” (Korea) Ogilvy Mather Core Truths 8. Kleenex says “everything’s going to be fine” Kleenex 說“一切都會好起來的” ? “ For better, for worse, in illness and in health, Kleenex will be there for me.” (Costa Rica) ? “A cherished dose of hygiene and fort that makes sure I get it all sorted.” (.) ? “Each reach for a Kleenex is a moment of trust that things are well in hand.” (North America) ? “Kleenex gives you back your “clean” look。 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。 00:02:1300:02:1300:02Friday, March 3, 2023 ? 1乍見翻疑夢，相悲各問年。 00:02:1300:02:1300:023/3/2023 12:02:13 AM ? 1成功就是日復(fù)一日那一點(diǎn)點(diǎn)小小努力的積累。 上午 12時 2分 13秒 上午 12時 2分 00:02: ? 楊柳散和風(fēng)，青山澹吾慮。 2023年 3月 上午 12時 2分 :02March 3, 2023 ? 1業(yè)余生活要有意義，不要越軌。 00:02:1300:02:1300:02Friday, March 3, 2023 ? 1知人者智，自知者明。 2023年 3月 3日星期五 上午 12時 2分 13秒 00:02: ? 1楚塞三湘接，荊門九派通。 2023年 3月 上午 12時 2分 :02March 3, 2023 ? 1行動出成果，工作出財(cái)富。s “What’s Hot” 從“財(cái)富”雜志的“恐龍”變成“在線”雜志的 “熱門” Ogilvy Mather ? Financial World’s Most Valuable Brands: “ 財(cái)政世界”雜志最有價值的品牌： ? 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 股價持續(xù)最高 Ogilvy Mather ? 靜夜四無鄰，荒居舊業(yè)貧。 當(dāng)我的臉因清洗而干燥時，它承諾給我補(bǔ)充滋養(yǎng)。這一點(diǎn)從來不會公開宣揚(yáng)。 ? 你必須了解自己要在這段過程中 尋找 什么 ， 才知道怎么用。 ? 一個活絡(luò)，持續(xù)的計(jì)劃，去涵蓋所有品牌相關(guān)的活動。 Ogilvy Mather 在 KCRC形象調(diào)查的結(jié)果顯示，有關(guān)服務(wù)屬性 的分?jǐn)?shù)都有改善。 Ogilvy Mather 發(fā)展期 ? 繼續(xù)孫越，強(qiáng)化品牌辨識。 Ogilvy Mather “We need to look at our business as more than simply buiding and selling personall puters. Our business is the delivery of information and lifelike interactive experiences.” Andy Grove Intel Chairman Challenging his colleagues at a speech at last year’s Comdex meeting 我們應(yīng)該這樣看待我們的業(yè)務(wù)：我們不是簡 單地制造和銷售個人電腦，我們的產(chǎn)業(yè)是傳 遞信息和創(chuàng)造生活中互動的體驗(yàn)。 ? 在重要的功能利益點(diǎn)以外，尚存在著決定所有忠實(shí)度與購買決策的情感層面。 Ogilvy Mather ? 許多企業(yè)樂于付高價購買品牌 ? 過多削價促銷 “ 教育” 消費(fèi)者以價格為購買基準(zhǔn) ,削弱品牌忠實(shí)度 ? 許多行銷人員想充份利用品牌資產(chǎn)，來發(fā)揮最大功效 ? 銷售渠道本身開始建立自己的品牌 Ogilvy Mather We work not for ourselves, not for the pany, not even for the clients. We work for brands. “ 我們工作 ,不是為自己 ,不是為公司 ,甚至不是為客戶。我們是為品牌而奮斗。 Ogilvy Mather 每個品牌中都一定有個產(chǎn)品， 但不是所有產(chǎn)品都可成為品牌。 Ogilvy Mather 強(qiáng)勢突出且與消費(fèi)者保有非常特殊的關(guān)系 ? Apple 與 IBM ? 可口可樂與百事可樂 ? 英航與國泰航空 ? Shell 與 Esso O