【正文】 5. Expand your brand proposition beyond advertising. 把您的品牌主題超越廣告 。 ? 1998 vs 1997 sales over first six months is +15% 1998年上半年?duì)I業(yè)額比 1997年同期增加 15% Better Questions 基本思考 ? What factors make people think of a beverage as good? ? What beverages are most worth selling on consignment? ? What is the most highclass place for consignment goods to e from? ? What are the most expensive drinks here? 飲料在什么情況下會被認(rèn)為好？寄售什么 飲料最值錢？從哪里來的寄賣品最高級？ 在這里什么飲料最貴？ The Process of Changing the Price From NT$15 to NT$25 從 15元變成 25元的過程 Special house blend French literary Caf233。 The Brand (Cont’d) 品牌 ? Left Bank Caf233。 really exist? I prefer to believe in a world where it does.” 左岸咖啡的電視廣告令人有一種愉快的孤獨(dú)感，人們覺得左岸咖啡是享受。 products, they feel they are rewarding themselves. Eighty percent of the people interviewed believe that the “Left Bank Caf233。 (Cont’d) 品牌塑造 The Brand 品牌 ? Is there really a Santa Claus? ? According to the results of last week?s Left Bank Caf233。 雷諾 、 標(biāo)致 、 香奈爾 、 Christian Dior等法國品牌也在贊助商之列 。 brand was one of the sponsors of a celebration dinner and a French film festival anized by the French Institute in Taiwan. The sponsors included actual French brands such as Renault,Peugeot, Chanel, Christian Dior, a number of different winemakers, and one brand you would never find in France itself Left Bank Caf233。 Building the French Caf233。s on the left bank of the Seine, was produced for cable TV. 在法國咖啡館攝影展期間 ， 臺灣最豪華的書店外布置著左岸咖啡館 ?！?was set up outside. ?A 15minute program entitled “Left Bank Caf233。 ?During an exhibition of photographs of French caf233。 (Cont’d) 品牌塑造 ? In order to make people believe in the existence of the caf233。電臺則在深夜播放著詩般的咖啡館故事。, and were broadcast late at night. 電視廣告是一個(gè)女孩的旅行摘記。 (Cont’d) 品牌塑造 ? The TVC is based on the girl?s notes and jottings about her travels. ? The print ads are a series of short stories about things that have happened in the caf233。 makes the mental trip easier simply satisfying your spiritual desires, any time, any place, and privately. 而左岸咖啡館使這想象之旅更輕松 簡單地滿足你隨時(shí)可能冒出的一點(diǎn)精神欲望，孤獨(dú)享受。 The Relationship With The Brand (Cont’d)品牌寫真 (續(xù) ) ? The insight is: ? You are here in Taiwan. Sometimes you think about going to Europe for a romantic vacation, but in this busy and practical world, all you can do is take a mental trip to Europe by going window shopping at a European style furniture store or dining in a French restaurant. 好比你身在臺灣，偶爾想到歐洲度個(gè)浪漫之旅，但在這忙碌現(xiàn)實(shí)的世界，你只能逛逛歐式家具店，到法國餐廳用餐，度一個(gè)想象之旅。 will have a relationship with the consumer like that of a favorite book, such as a travel memoir, or a small volume of poetry, which is always kept on a nearby bookshelf, so that it can be taken down to be enjoyed in peaceful moments alone. In the same way, Left Bank Caf233。 will have the power to stimulate a real and strong response in the imagination of consumers. 左岸咖啡館有能力刺激消費(fèi)者在他們的想象 里產(chǎn)生一種真實(shí)、強(qiáng)烈的反應(yīng)。 with a long history and a strong cultural, artistic atmosphere. 廣告要促使消費(fèi)者在腦海里建造一個(gè)自己最喜愛的法國咖啡館 一個(gè)理想的咖啡館，一個(gè)歷史悠久、文化藝術(shù)氣氛濃厚的咖啡館。 an ideal caf233。 products. 我們現(xiàn)在考慮法式蛋糕的可能性，希望將來在商店里有左岸咖啡館產(chǎn)品專用冷藏柜。 The Left Bank Caf233。 au lait, as well as Blancmange and other Frenchstyle desserts, all under the Left Bank Caf233。 The Left B