【正文】 re highly cosmopolitan。 yet they still revere traditional Chinese wisdom and imagery, and the way Chinese ‘do business’By appealing to this cultural ‘other side’, Bank of China successfully brought young Chinese into its franchiseOgilvy Mather三菱拖拉機(jī) — 泰國Mitsubishi TractorsThailandn In rural Thailand, institutional authority is regarded with disdainl the army and police force are routinely ridiculed for their inpetence in the local bars and clubsn Belief in widespread corruption and cronyism leads to an acute sense of selfdependenceCreating a concept of a ‘superfarmer’ marries the two themes perfectly, and fes a sense of ‘tribal’ identityOgilvy MatherBritish Tele Britainn To men, the phone is an instrument to deliver precise messages with a clear purpose : means to an endl lack of emotional gratificationl perceive women to chat ‘a(chǎn)imlessly’n Habitually pay the bills, and perceive them to be higher than they actually arel causes acute resentment / guilt in both sexes, and less usageTeach men to respect women’s approach to the telephone, and view the act of phoning as giving pleasure : an end in itselfOgilvy Mather2. 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 MatherVolvo 850 Britainn Brand franchise built on ‘safety’。 butl want to launch a high ‘performance’ saloonl ‘safety’ is very boring to new category target who enjoy the thrill of motoringn Opposite ends of the positioning spectrum create a difficult paradox Resolve paradox by exaggerating both ends of the spectrum : those people who value ‘safety’ most are those who (have to) take the most risks in life!Ogilvy Mather亞洲油化 — 印度Asian Paints Indian Paint brightens up homes everywheren However, in India (a poor country), paint takes on an additional relevance as a symbol of prosperityl quality of home = quality of lifeIdentify with the myth of ‘overflowing milk’ to highlight the quality of the paint, and make itan indelible part of the celebration of wealthOgilvy MatherBUPA Britainn Private healthcare advertising characterized by ‘smiling faces in the recovery ward’n Attitudes to BUPA highly positive, but sales underperforming claimed usagel people only think of their health when they are ill (but BUPA is an ‘insurance’ product can only be bought when you are healthy!)Rather than focus on ‘cure’, create a notion of‘positive healthcare’ encourage people to value their bodies more (a bit like a treasured motor car that needs regular servicing)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 solutionOgilvy Mather黃油協(xié)會 — 英國Butter Council Britainn For years butter was losing out to spreads on key discriminators of convenience, health and pricel its key positive, taste, ranked only fourthn By addressing its negatives, the Butter Council merely reinforced people’s perceptionsl you can’t use logic to overe an entrenched rational negativeRepositioning butter as ‘one of life’s simple pleasures’ raised the importance of ‘taste’, and switched consumer evaluation to emotional issuesOgilvy MatherWWF Tiger Conservation Overseas Chinese In Asian Conservation advertising traditionally focuses on l irresponsible / greedy human actionl futility of the desecration in improving quality of lifeOgilvy MatherWWF Tiger Conservation Overseas Chinese In Asian Conservation advertising traditionally focuses on l irresponsible / greedy human actionl futility of the desecration in improving quality of lifen But, little impression on overseas Chinesel traditional medicine important part of traditional culturel quality of human life more important than sparing animal lifeWork with the ‘logic’ (not against it) by pointing outhow the loss of the tiger would impoverish the livesof their children!Ogilvy MatherThe tiger protectsyour child.But who will protectthe tiger’s child?Ogilvy MatherThe tiger protects your child.But is the tiger’schild walking on theroad to oblivion?Ogilvy MatherThe tiger protectsyour child.But who will helpsecure the futureof the tiger’s child?Ogilvy Mather四種類型 “Missing Link”Four Groups Of ‘Missing Link’4. 關(guān)于承諾的changing the nature of a brand proposition to make it seem ‘bigger’Ogilvy MatherIBM互聯(lián)網(wǎng) — 日本IBM Inter Japann For the Nagano Olympics IBM introduced a 24 hour, global news update on the interl main advantag