【正文】 Coffee Fresh/sold on consignment 24 + 1 22 + 2 19 + 3 15 + 4 NT$15 NT$25 招牌咖啡 法國文學(xué)咖啡館 咖啡 寄售 Five Tips To Build A Brand From Scratch 從無到有建立品牌五個(gè)秘訣 1. Ensure your brand performs 保證您的品牌是 high quality product 質(zhì)量好的產(chǎn)品 a role in people’ s lives 在人們的生活中扮演一定的角色 2. Define your category precisely 精確地定義你的產(chǎn)品類別 Five Tips To Build A Brand From Scratch 從無到有建立品牌五個(gè)秘訣 3. Think beyond price to what creates ‘ value’ in people’ s minds 超越價(jià)格因素去想什么能在人們心目中產(chǎn)生 “價(jià)值” 4. Connect product benefit with brand personality/image with consumer needs/beliefs 將產(chǎn)品的好處與品牌個(gè)性 /形象、消費(fèi)者的需求 /信念聯(lián)系起來。 made US$ 4 million in the first year, and the brand continues to grow stronger. 左岸咖啡頭一年賣了四百萬美元，品牌繼續(xù) 得到鞏固。八成被訪者相信有左岸咖啡館，其中一位消費(fèi)者說“寧愿相信有”?！?really exists in France, and that it will soon open a branch in Taiwan. One consumer said: “Does the Left Bank Caf233。 Brand Audit, the TV mercial gives people an enjoyable feeling of solitude. When people drink Left Bank Caf233。 Building the French Caf233。! 法國國慶期間 ， 左岸咖啡館是慶宴和法國電影節(jié)贊助商之一 。 (Cont’d) 品牌塑造 ? Around the time of the French national day, the Left Bank Caf233。 還制作了 15分鐘題為 “ 左岸咖啡館之旅 ” 的有線電視節(jié)目 ， 介紹塞納河左岸20家咖啡館 。 Tour,” introducing 20 caf233。s at Taiwan?s most deluxe bookstore, an openair “Left Bank Caf233。, there was also a series of supporting events, intended to make the fantasy bee a reality. 為使消費(fèi)者相信咖啡館的存在，計(jì)劃了一連串節(jié)目讓幻想變成現(xiàn)實(shí)。 Building the French Caf233。平面廣告是一系列發(fā)生在咖啡館的短篇故事。. ? The radio ads are like poetic vigtes from the caf233。 Building the French Caf233。 The Relationship With The Brand (Cont’ d)品牌寫真 (續(xù) ) ? Left Bank Caf233。 is always ready to bring you refreshment whenever you need it. 左岸咖啡館和消費(fèi)者的關(guān)系就象一本喜愛的書，一冊旅游摘記，放在整潔的書架上一篇短短的詩，在你想享受一片獨(dú)處空間時(shí)，它隨手可得，帶你到想去的地方。 The Relationship With the Brand 品牌寫真 ? Left Bank Caf233。 The Relationship With the Brand 品牌寫真 ? Left Bank Caf233。, a caf233。 The Role of Advertising 廣告的角色 ? The advertising encourages consumers to build a picture in their minds of their favorite French caf233。 Sells More Than Just Coffee (Cont’d) 不僅是賣咖啡 ? We are currently evaluating the possibilities for Frenchstyle cakes, and in the future we hope to have special refrigerators in stores, exclusively for Left Bank Caf233。 umbrella brand. 所以，現(xiàn)在你從 711 便利店的冷藏柜里，還能找到左岸咖啡館牌子的奶茶、牛奶凍和其它法式甜品。 Sells More Than Just Coffee 不僅是賣咖啡 ? So now when you look in the refrigerators at 7 Eleven, you will also find Th233。它可以延伸到咖啡館餐單上的所有東西。, then there was no reason for it to be limited to only selling coffee. The brand could be extended to include all the items on a caf233。 The Left Bank Caf233。!” “讓我們忘記自己是在為包裝飲料做廣告， 假想是在為一家遠(yuǎn)在法國的咖啡館做廣告！” ? We collected a lot of reference information from France, including pictures and even menus of French caf233。 Correction Triangle : Left Bank Cafe Spiritual Satisfaction 精神上的滿足 Solitude is not loneliness 獨(dú)處不是寂寞 Artistic Atmospheric, Contemplative 藝術(shù)氣氛、沉思 Creative Brief 創(chuàng)意簡報(bào) ? During the process of briefing the creative people, we told them, “Let?s fet that we are making advertisements for packaged drinks. Let?s pretend that our client is actually a caf233。 Tone Manner 氣氛及風(fēng)格 ? Though the visual part of the Left Bank Caf233。 Tone M