【正文】 out my life in relation to the category/brand that lead to powerful individual executions Ogilvy Mather A Classic Example : Impulse ? Female body spray brand founded on red roses and romance in the 1970’ s ? “ men can’ t help acting on impulse” when a beautiful girl breezes by ? However, 1990’ s ‘ girl power’ means women no longer accept being shown as passive recipients of male attention ? prepared to take the initiative Need to find a delicate balance between being true to the brand (recipient of attention) and true to consumer (deliberately attracting attention) Ogilvy Mather 一個(gè)例子： Impulse ? 70年代開始出現(xiàn)一些基于 roses和浪漫的女性用體香劑品牌 ? 洞察 :“當(dāng)美麗的女孩從身邊一陣風(fēng)走過時(shí)，男人都禁不住會(huì)即時(shí)起反應(yīng)” ? 然而，九十年代的女性魅力意味著女人不再愿意被看作出被動(dòng)地接受男人的注意 ? 她們準(zhǔn)備采取主動(dòng) 需要在接受注意（品牌的真實(shí)）和有意地吸引注意 （消費(fèi)者的真實(shí)）之間找到微妙的平衡 Ogilvy Mather Some More Examples : Skincare “ Each new wrinkle reminds me of how much more I want to do with my life” “ When my pores are small I won’ t mind if you stare at me even close up” “ First impressions count, and blackheads count against you...” “ I can’ t change my age on my identity card, but I can control how old I look” “ When I look at myself, I wish my eyes had a softfocus lens ” “ By midafternoon, people can see their faces reflected on my nose” “ Why do I have to be a prisoner of the sun … I don ’ t want to be pletely covered in armour whenever I go out” Ogilvy Mather 兩種類型的洞察 Two Types Of Insight ? 對(duì)消費(fèi)者生活與產(chǎn)品類 / 品牌相關(guān)的觀察，從而能導(dǎo)致形成一個(gè)強(qiáng)有力的創(chuàng)意執(zhí)行Observations about my life in relation to the category that lead to powerful individual executions ? 一個(gè)“ Missing Link”，它能導(dǎo)致建立一個(gè)新的策略性品牌定位創(chuàng)意 A ‘ missing link’ which establishes a new strategic brand positioning idea Ogilvy Mather 某些“ Missing Link”洞察的規(guī)律 Some Laws Of ‘ Missing Link’ Insights ? 它們讓沒有關(guān)聯(lián)的事情之間建立聯(lián)系 They make the disconnected connect ? 它們不是真正的“發(fā)現(xiàn)” They are not true ‘ discoveries’ ? “ You invent nothing. You rediscover what you have fotten” [ Socrates] ? “ Discovery is seeing what everybody has seen and thinking what nobody has thought” [German idiom] ? 它們?cè)谄放坪拖M(fèi)者之間建立起真正的共鳴關(guān)系 They establish a real plicity between the advertiser and the consumer Ogilvy Mather 四種類型 “ Missing Link” Four Groups Of ‘ Missing Link’ Tapping into what turns people on culturally, munally or individually Ogilvy Mather 三菱拖拉機(jī) — 泰國(guó) Mitsubishi TractorsThailand ? In rural Thailand, institutional authority is regarded with disdain ? the army and police force are routinely ridiculed for their inpetence in the local bars and clubs ? Belief in widespread corruption and cronyism leads to an acute sense of selfdependence Creating a concept of a ‘ superfarmer’ marries the two themes perfectly, and fes a sense of ‘ tribal’ identity Ogilvy Mather 2. 關(guān)于產(chǎn)品的 Reinterpreting the way a product attribute is presented 四種類型 “ Missing Link” Four Groups Of ‘ Missing Link’ Ogilvy Mather 亞洲油化 — 印度 Asian Paints India ? Paint brightens up homes everywhere ? However, in India (a poor country), paint takes on an additional relevance as a symbol of prosperity ? quality of home = quality of life Identify with the myth of ‘ overflowing milk’ to highlight the quality of the paint, and make it an indelible part of the celebration of wealth Ogilvy Mather 四種類型 “ Missing Link” Four Groups Of ‘ Missing Link’ 3. 關(guān)于問題的 outmanoeuvering a problem by illustrating a alternative solution Ogilvy Mather 黃油協(xié)會(huì) — 英國(guó) Butter Council Britain ? For years butter was losing out to spreads on key discriminators of convenience, health and price ? its key positive, taste, ranked only fourth ? By addressing its negatives, the Butter Council merely reinforced people’ s perceptions ? you can’ t use logic to overe an entrenched rational negative Repositioning butter as ‘ one of life’ s simple pleasures’ raised the importance of ‘ taste’ , and switched consumer evaluation to emotional issues Ogilvy Mather WWF Tiger Conservation Overseas Chinese In Asia ? Conservation advertising traditiona