【正文】 … 產(chǎn)品 ? CNN is a cable munications work with affiliates in more than 125 countries 橫跨 125個國家的有線電視網(wǎng) ? News, current events and information are broadcast live, 24 hours a day 全天 24小時現(xiàn)場報道新聞，事件，信息 ? Programs include CNN Headline News, CNN World News, Moneyline, Style, Larry King Live and Crossfire 節(jié)目線包括 CNN標題新聞， CNN世界新聞，金錢線，風(fēng)格， Larry King Live，交鋒 CNN ...the world’ s news leader 世界新聞領(lǐng)袖 Brand Audit ? History as it happens 正在發(fā)生的歷史 ? A “ pulse” 一個“間歇” ? connecting to world… 讓你和世界連接 ? a link with home 和家的一種聯(lián)系 ? Built for people like me who must be aware, take part, be stimulated 專為和我一樣的人們：需要了解，參與，被激發(fā) ? As a viewer, I’ m in classy pany 作為一個觀眾，我是有格調(diào)的 OM What is the Brand? 品牌是什么？ CNN powers the imagination, provokes passion... makes possible a kind of universality CNN激發(fā)你的想象，喚醒你的激情 … 讓你可能成為世界人 CNN is our plaary theater, Staging... as it happens... the DRAMA of our lives CNN是我們這個星球的劇場，上演正在發(fā)生的事 … 我們?nèi)松?戲劇 DOVE多芬 BrandStewardship Dove ? A successful . Brand for 40 years 一個 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)進入 76個國家 ? 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，香港和巴西強勢 ? One brand idea, global work, local knowledge 同一品牌概念，全球網(wǎng)絡(luò)，本地知識 What we learned from consumers 消費者告訴我們 ? The bar has endowed the Brand with a rich set of core values : 豐富的核心價值 integrity, honesty, credibility, unpretentiousness, shuns hype, etc. 正直，誠實，不造作，不接受奉承 ? The bar delivered a real solution to a real consumer problem 為消費者解決了一個真正的問題 ? Not many of our new products will be in such a unique position 并非許多新產(chǎn)品能擁有如此獨特的定位 What we learned from consumers 消費者告訴我們 ? A strong but grounded emotional connection exists between the user and the brand 一種強有力并且實在的聯(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?！? 一個讓我能保持最佳的個人承諾。 當洗澡是我逃脫到平和世界的唯一方式時，它承諾給我獎賞。 當我有時不得不暫時遺忘我是個女人時，它承諾會提醒我。 它是一個簡單而無私的承諾，對我心底里女人的天性 MasterBrand Positioning 主品牌定位 Dove helps a woman look and feel her best by helping her experience noticeably softer, more beautiful skin 多芬?guī)椭孙@著體驗更柔軟更美麗的皮膚，由此讓女人的外表和內(nèi)心都處于最佳狀態(tài) IBM Information Technology Brands 信息技術(shù)品牌 ? The BEST technology does not always win 最好的技術(shù)并不總能贏 ? The BEST brand does 最好的品牌卻可以 ? These panies did not manage their brand 這些公司沒有好好管理他們的品牌 – Novel – WordPerfect – Silicon Graphics 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個小公司 ? 50+ agencies, 200+ campaigns 50多家代理商， 200多個不同的廣告活動 OM Appointed ? Single worldwide agency, June 1994 奧美成為全球唯一代理 – Advertising – Direct Marketing – Promotions – Inter Global Brand Audit ? Professional 專業(yè) ? Quality 質(zhì)量 ? RD, a national asset 研發(fā) ? The standard against which all others are judged 衡量別人的標準 ? You don39。 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 Results ? Worldwide Tracking: – 1 on global leadership, quality products/services, trust 在全球領(lǐng)先，質(zhì)量，服務(wù)和信任度上位居第一 – Continuing significant declines on arrogant, bureaucratic 傲慢官僚的負面印象持續(xù)顯著減少 – Those exposed to advertising rate IBM higher than those not exposed across the board 接觸過 IBM廣告的人對 IBM的評價明顯好于那些沒有接觸過的人 ? From Fortune’ s Dinosaur to Wire3