【正文】 s “What’s Hot” 從“財(cái)富”雜志的“恐龍”變成“在線”雜志的 “熱門” Ogilvy amp。 Mather Dramatic Immediate Impact 立竿見影，戲劇性的效果 ? Significant improvements in all key attributes in Worldwide Tracking Study ? Retained strengths 維持既有優(yōu)勢 ? Enhanced emotional aspects of the brand 提升了品牌情的感面 ? Perceptions of arrogance and bureaucracy declined around the world 對其傲慢和官僚的印象在全球范圍內(nèi)下降 Ogilvy amp。 Mather Subtitles Campaign Idea Unexpected users from everywhere are enfranchised into the world of technology. 在任何一個(gè)角落，連你想象不到的那些人們也被解放到科技的世界里來了。 Mather IBM品牌寫真 IBM是信息時(shí)代的基礎(chǔ) 改變我們生活的推動力 ? IBM站在全球發(fā)展的高度，兼顧人性化的需求 溫和，積極，甚至偶爾也會自嘲一番 你可以相信 IBM的魔力 Ogilvy amp。 Mather The IBM BrandPrint IBM is the underlying fabric of the Information Age— the intellectual horsepower to conceive the truly amazing and the will to deliver its promise. It is the power to transform our lives and realize the most unexpected possibilities ? IBM bines global stature with a human voice—gentle, positive, occasionally even selfdeprecating. Ceaselessly surprising. Reassuringly certain. IBM is magic you can trust. Oamp。 Mather Challenge挑戰(zhàn) ? Increase perceived value of anything from IBM 提升價(jià)值感 ? Establish new relevance in considering IBM 樹立相關(guān)性 ? Convey new, more approachable, customer driven attitude 帶出新的，易于接近的，客戶導(dǎo)向的態(tài)度 ? Reinforce latent strengths? 加強(qiáng)潛在優(yōu)勢 ? Global scope ? Technological leadership ? Reliability Ogilvy amp。 focus 目標(biāo)含糊 Oamp。D, a national asset 研發(fā) ? The standard against which all others are judged 衡量別人的標(biāo)準(zhǔn) ? You don39。M Appointed ? Single worldwide agency, June 1994 奧美成為全球唯一代理 ? Advertising ? Direct Marketing ? Promotions ? Inter Ogilvy amp。 Mather Situation Pre 1994 IBM Stumbles 蹣跚而行的 IBM ? Reputation diminished, declining 名聲下降 ? $18 billion losses over 3 years 三年中虧損 180億 ? Breakup into 13 “Baby Blues” considered 可能分化為 13個(gè)小公司 ? 50+ agencies, 200+ campaigns 50多家代理商， 200多個(gè)不同的廣告活動 Ogilvy amp。 Mather IBM Ogilvy amp。 它是一個(gè)簡單而無私的承諾，對我心底里女人的天性 Ogilvy amp。 當(dāng)我有時(shí)不得不暫時(shí)遺忘我是個(gè)女人時(shí)，它承諾會提醒我。 當(dāng)洗澡是我逃脫到平和世界的唯一方式時(shí)，它承諾給我獎(jiǎng)賞?！? 一個(gè)讓我能保持最佳的個(gè)人承諾。 Mather What we learned from consumers 消費(fèi)者告訴我們 ? A strong but grounded emotional connection exists between the user and the brand 一種強(qiáng)有力并且實(shí)在的聯(lián)系存在于使用者和品牌之間 ? The uniqueness es from how Dove’s skin feel makes her feel “Glad to be a woman” 獨(dú)特之處在于多芬給女人的皮膚讓她覺得“作女人是快樂的” ? “ Hope” and “Transformation” are not words that resonate with the Dove users。 Mather Dove ? A successful . Brand for 40 years 一個(gè) 40年的成功美國品牌 ? A global Megabrand in just 3 years 僅用 3年成為全球大品牌 ? 76 countries in 4 years 4年內(nèi)進(jìn)入 76個(gè)國家 ? No. 1 in North America and Europe 北美和歐洲的第一品牌 ? Dominant in Australia, Hong Kong and Brazil 在澳洲，香港和巴西強(qiáng)勢 ? One brand idea, global work, local knowledge 同一品牌概念，全球網(wǎng)絡(luò)，本地知識 Ogilvy amp。 Mather Core Truths 1. Kleenex is a global “Trustmark”. 全球性的“信任標(biāo)志” 2. Kleenex means “clean”. Kleenex 意味著“干凈” 3. Kleenex has “always been there”. Kleenex “ 一直伴隨著我” 4. Kleenex evokes the fondest memories. Kleenex “ 喚醒最深的記憶” 5. Kleenex means “home”. Kleenex 象征著“家” 6. Kleenex “knows you”. Kleenex “ 了解你” 7. Kleenex never “takes over”. Kleenex 從不“強(qiáng)取” 8. Kleenex says “everything’s going to be fine”. Kleenex 說，“一切都會好起來的” Ogilvy amp。 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。 Mather 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) Ogilvy amp。 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 amp。 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 mKleenex.” (Brazil) Ogilvy amp。 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 amp。 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” (Mex