【正文】 ppreciate Kleenex most when you discover she isn’t there for you.” (Europe) Ogilvy Mather Core Truths 4. Kleenex evokes the fondest memories Kleenex “ 喚醒最深的記憶” ? “ When I got my first paycheck, I surprised my girlfriend with a box of Kleenex. I was so proud.” (Korea) ? “My friend brought a box of Kleenex to the cinema...and we all cried through Forrest Gump.” (Germany) ? “I really needed Kleenex when I lost my first love...” (France) ? “I wrote my phone number for a guy on myKleenex.” (Brazil) Ogilvy Mather 4. Kleenex evokes the fondest memories (cont) ? “At family dinners, Kleenex is always 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) Ogilvy Mather 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) Ogilvy Mather 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) Ogilvy Mather 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) Ogilvy Mather Core Truths 7. Kleenex never “takes over” Kleenex 從不“強取” ? “ 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) Ogilvy Mather 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。 socially reborn.” (Brazil) ? “Whenever you need her, Kleenex will be there.” (Taiwan) Ogilvy Mather Core Truths 1. Kleenex is a global “Trustmark”. 全球性的“信任標(biāo)志” 2. Kleenex means “clean”. Kleenex 意味著“干凈” 3. Kleenex has “always been there”. Kleenex “ 一直伴隨著我” 4. Kleenex evokes the fondest memories. Kleenex “ 喚醒最深的記憶” 5. Kleenex means “home”. Kleenex 象征著“家” 6. Kleenex “knows you”. Kleenex “ 了解你” 7. Kleenex never “takes over”. Kleenex 從不“強取” 8. Kleenex says “everything’s going to be fine”. Kleenex 說，“一切都會好起來的” Ogilvy Mather DOVE多芬 BrandStewardship Ogilvy Mather 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 Ogilvy Mather 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 Ogilvy Mather 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。 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。” 一個讓我能保持最佳的個人承諾。 當(dāng)我的臉因清洗而干燥時，它承諾給我補充滋養(yǎng)。 當(dāng)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(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)我有時不得不暫時遺忘我是個女人時，它承諾會提醒