【正文】 2023年 3月 上午 12時(shí) 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。 上午 12時(shí) 2分 13秒 上午 12時(shí) 2分 00:02: ? 楊柳散和風(fēng)，青山澹吾慮。 2023年 3月 3日星期五 上午 12時(shí) 2分 13秒 00:02: ? 1楚塞三湘接，荊門九派通。 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。 2023年 3月 上午 12時(shí) 2分 :02March 3, 2023 ? 1行動(dòng)出成果，工作出財(cái)富。 00:02:1300:02:1300:02Friday, March 3, 2023 ? 1乍見(jiàn)翻疑夢(mèng)，相悲各問(wèn)年。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(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 Ogilvy Mather ? 靜夜四無(wú)鄰，荒居舊業(yè)貧。 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)。 Ogilvy Mather Jaguar Results 美洲豹 結(jié)局 020234000600080001000012023140001600018000202301992 1993 1994 1995Sales% % % % Ogilvy Mather CNN Ogilvy Mather ? CNN is a cable munications work with affiliates in more than 125 countries 橫跨 125個(gè)國(guó)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(shí)現(xiàn)場(chǎng)報(bào)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 Ogilvy Mather CNN ...the world’s news leader 世界新聞?lì)I(lǐng)袖 Ogilvy Mather Brand Audit ? History as it happens 正在發(fā)生的歷史 ? A “ pulse” 一個(gè)“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(gè)觀眾，我是有格調(diào)的 OM Ogilvy Mather 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(gè)星球的劇場(chǎng)，上演正在發(fā)生的事 ? 我們?nèi)松?戲劇 Ogilvy Mather Kleenex Ogilvy Mather 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(gè)全球性品牌 ? no one anywhere understood the brand essence 沒(méi)有人了解這個(gè)品牌的本質(zhì) Ogilvy Mather Ogilvy Mather 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) Ogilvy Mather 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) 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 ther