【正文】 ays 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) 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) 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 there for me constantly... in good times as well as bad.” (Philippines) ? “ Kleenex is caring and tender...an earnest, genuine friend.” (Hong Kong) ? “ Kleenex is my ally, my guardian angel.” (Costa Rica) 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) Core Truths 7. Kleenex never “ takes over” Kleenex 從不“強(qiáng)取” ? “ She provides soft fort to the vulnerable around her. Her silent strength exudes character and confidence.” (Malaysia) ? “ True strength can afford to be delicate.” (South Africa) ? “ Like an honorable gentleman... whose noble cause it is to serve everyone else.” (Colombia) ? “ Kleenex embraces me with the softest hand to reassure me.” (Korea) 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。 they are beyond what they desire from Dove “希望”和“轉(zhuǎn)變”絕不僅僅是些引起多芬使用者反響的文字，它們超出了女人們的期望 “ Dove Is The Promise Of Femininity Restored To My Skin. And To Me.” A personal promise that I can be my best. The promise that when the mere act of washing my face has drained me dry, it will replenish me. The promise that when a shower is my only escape to a peaceful place, it will reward me. The promise that when the softness I used to see every day hasn’ t been seen in a while, it will reveal it to me. The promise that when I’ ve had to put on hold the fact that I’ m a woman, it will remind me. The promise that when my skin needs protection and nourishment, it will remoisturize it. It is a simple and unselfish promise, made to the woman inside me. “多芬的承諾是還給我女人的天性 給我的皮膚，也給我自己。 當(dāng)我的臉因清洗而干燥時，它承諾給我補(bǔ)充滋養(yǎng)。 當(dāng)本應(yīng)屬于我的柔軟肌膚片刻不見時，它承諾找還給我。 當(dāng)我的皮膚需要保護(hù)和營養(yǎng)時，它承諾給我重新滋潤。t have a laugh with IBM你不會與 IBM一起歡笑 ? IBM will only talk to your boss, everyone else is insignificant IBM只會與你的老板交談，其他人都不重要 ? Monolithic, for big business only, “ fortress IBM” 只做大生意 ? Not a leader in working, software, services 在網(wǎng)絡(luò)，軟件，服務(wù)上落后 ? Trying to be “ all things, to all people” , unsuccessfully 總想成為萬能 ? No clear vision focus 目標(biāo)含糊 OM Strengths and problems consistent worldwide Challenge挑戰(zhàn) ? Increase perceived value of anything from IBM 提升價值感 ? 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 Speak With One Voice 眾口一聲 ? Consolidate all munications to build and leverage the brand ? Focus budgets for maximum effect to solve IBM’ s primary problem: “ If they don’ t buy your brand, they won’ t even consider your products” 集中解決主要問題：“如果他們不買你的品牌，他們對你的產(chǎn)品根本連考慮都不考慮” ? Make the whole more than the sum of the parts 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. OM IBM品牌寫真 IBM是信息時代的基礎(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 “ Solutions for a Small Pla” “小小環(huán)球的解決之道” 47 countries, 30 languages Subtitles Campaign Idea Unexpected users from everywhere are enfranchised into the world of technology. 在任何一個角落，連你想象不到的那些人們也被解放到科技的世界里來了。s “ What’ s Hot” 從“財富”雜志的“恐龍”變成“在線”雜志的 “熱門” Results ? Financial World’ s Most Valuable Brands: “財政世界”雜志最有價值的品牌： ? 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 股價持續(xù)最高