【正文】 t have a laugh with IBM你不會(huì)與 IBM一起歡笑 ? IBM will only talk to your boss, everyone else is insignificant IBM只會(huì)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(wàn)能 ? No clear vision amp。 當(dāng)我的皮膚需要保護(hù)和營(yíng)養(yǎng)時(shí)，它承諾給我重新滋潤(rùn)。 當(dāng)我的臉因清洗而干燥時(shí)，它承諾給我補(bǔ)充滋養(yǎng)。M Initiative 我們發(fā)起 品牌頓悟內(nèi)部培訓(xùn)資料 更多資料：市場(chǎng)總監(jiān)網(wǎng) 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) 品牌頓悟內(nèi)部培訓(xùn)資料 更多資料：市場(chǎng)總監(jiān)網(wǎng) 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) 品牌頓悟內(nèi)部培訓(xùn)資料 更多資料：市場(chǎng)總監(jiān)網(wǎng) 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) 品牌頓悟內(nèi)部培訓(xùn)資料 更多資料：市場(chǎng)總監(jiān)網(wǎng) 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) 品牌頓悟內(nèi)部培訓(xùn)資料 更多資料：市場(chǎng)總監(jiān)網(wǎng) 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) 品牌頓悟內(nèi)部培訓(xùn)資料 更多資料：市場(chǎng)總監(jiān)網(wǎng) 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) 品牌頓悟內(nèi)部培訓(xùn)資料 更多資料：市場(chǎng)總監(jiān)網(wǎng) 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) 品牌頓悟內(nèi)部培訓(xùn)資料 更多資料：市場(chǎng)總監(jiān)網(wǎng) 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) 品牌頓悟內(nèi)部培訓(xùn)資料 更多資料：市場(chǎng)總監(jiān)網(wǎng) Core Truths 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) 品牌頓悟內(nèi)部培訓(xùn)資料 更多資料：市場(chǎng)總監(jiān)網(wǎng) 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) 品牌頓悟內(nèi)部培訓(xùn)資料 更多資料：市場(chǎng)總監(jiān)網(wǎng) Core Truths 8. Kleenex says “everything?s going to be fine” Kleenex 說(shuō)“一切都會(huì)好起來(lái)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。但寶馬車主都知道這一點(diǎn)。它是精密準(zhǔn)確的汽車。 品牌頓悟內(nèi)部培訓(xùn)資料 更多資料：市場(chǎng)總監(jiān)網(wǎng) 探索品牌的有形和無(wú)形資產(chǎn) Probing the tangible and intangible assets of the brand 確定理想的品牌價(jià)值 Definition of the optimal brand values BRAND AUDIT BRAND PRINT 品牌檢驗(yàn) 品牌寫真 品牌頓悟內(nèi)部培訓(xùn)資料 更多資料：市場(chǎng)總監(jiān)網(wǎng) Brand Audit 品牌檢驗(yàn) 品牌頓悟內(nèi)部培訓(xùn)資料 更多資料：市場(chǎng)總監(jiān)網(wǎng) 為什么要 “ 品牌檢驗(yàn) ” ? 找出除了功能面外的抽象元素：情感，聯(lián)想，視覺(jué)，記憶 …… ? 從中尋找品牌價(jià)值與消費(fèi)者價(jià)值觀的接軌處和互動(dòng)點(diǎn) ? 品牌“生命的意義” 品牌頓悟內(nèi)部培訓(xùn)資料 更多資料：市場(chǎng)總監(jiān)網(wǎng) 什么是品牌檢驗(yàn) (Brand Audit) ? 找尋勾動(dòng)本品牌在消費(fèi)者心中識(shí)別性的趨動(dòng)元 (Brand Triggers) ? 找尋本品牌在消費(fèi)者心中引燃的情感 及感性的元素。 Hard Values 軟性的價(jià)值 amp。 ? 我們企圖成為主導(dǎo)發(fā)展并強(qiáng)化那層關(guān)系的代理商 ? 我們的每一步，每一種形式的傳播技巧將著重于品牌了解的各項(xiàng)工具，培