《奥美广告BRANDS》PPT课件.ppt

Ogilvy socially reborn.” (Brazil) n“Whenever you need her, Kleenex will be there.” (Taiwan) Ogilvy they are beyond what they desire from Dove “希望”和“转变”绝不仅仅是些引 起多芬使用者反响的文字，它们超出了女人们的期望 “ “Dove Is The Promise Of Femininity Restored - To My Skin. And To Me.”Dove Is The Promise Of Femininity Restored - To My Skin. And To Me.” A personal promise that I can be my best.A personal promise that I can be my best. The promise that when the mere act of washing my face has drained me dry,The promise that when the mere act of washing my face has drained me dry, it will replenish me.it will replenish me. The promise that when a shower is my only escape to a peaceful place,The promise that when a shower is my only escape to a peaceful place, it will reward me.it will reward me. The promise that when the softness I used to see every day hasnt been seen in a The promise that when the softness I used to see every day hasnt been seen in a while,while, it will reveal it to me.it will reveal it to me. The promise that when Ive had to put on hold the fact that Im a woman, The promise that when Ive had to put on hold the fact that Im a woman, it will remind me.it will remind me. The promise that when my skin needs protection and nourishment, The promise that when my skin needs protection and nourishment, it willit will remoisturize remoisturize it. it. It is a simple and unselfish promise, made to the woman inside me.It is a simple and unselfish promise, made to the woman inside me. “ “多芬的承诺是还给我女人的天性多芬的承诺是还给我女人的天性 - - 给我的皮肤，也给我自己。给我的皮肤，也给我自己。” ” 一个让我能保持最佳的个人承诺。一个让我能保持最佳的个人承诺。 当我的脸因清洗而干燥时，它承诺给我补充滋养。当我的脸因清洗而干燥时，它承诺给我补充滋养。 当洗澡是我逃脱到平和世界的唯一方式时，它承诺给我奖赏。当洗澡是我逃脱到平和世界的唯一方式时，它承诺给我奖赏。 当本应属于我的柔软肌肤片刻不见时，它承诺找还给我。当本应属于我的柔软肌肤片刻不见时，它承诺找还给我。 当我有时不得不暂时遗忘我是个女人时，它承诺会提醒我。当我有时不得不暂时遗忘我是个女人时，它承诺会提醒我。 当我的皮肤需要保护和营养时，它承诺给我重新滋润。当我的皮肤需要保护和营养时，它承诺给我重新滋润。 它是一个简单而无私的承诺，对我心底里女人的天性它是一个简单而无私的承诺，对我心底里女人的天性 Ogilvy & Mather 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 多芬帮助女人显著体验更柔软更美丽的皮肤， 由此让女人的外表和内心都处于最佳状态 Ogilvy & Mather IBM Ogilvy & Mather Information Technology Brands 信息技术品牌 nThe BEST technology does not always win 最好的技术并不总能赢 nThe BEST brand does 最好的品牌却可以 nThese companies did not manage their brand 这些公司没有好好管理他们的品牌 lNovel lWordPerfect lSilicon Graphics Ogilvy & Mather Situation Pre 1994 IBM Stumbles 蹒跚而行的IBM nReputation diminished, declining 名声下降 n$18 billion losses over 3 years 三年中亏损180亿 nBreakup into 13 “Baby Blues” considered 可能分化为13个小公 司 n50+ agencies, 200+ campaigns 50多家代理商，200多个不同的广告活动 Ogilvy & Mather O&M Appointed nSingle worldwide agency, June 1994 奥美成为全 球唯一代理 lAdvertising lDirect Marketing lPromotions lInternet Ogilvy & Mather Global Brand Audit nProfessional 专业 nQuality 质量 nR&D, a national asset 研发 nThe standard against which all others are judged 衡量别人的标准 n“You dont have a laugh with IBM“你不 会与IBM一起欢笑 n“IBM will only talk to your boss, everyone else is insignificant“ IBM只会与 你的老板交谈，其他人都不重要 nMonolithic, for big business only, “fortress IBM” 只做大生意 nNot a leader in networking, software, services 在网络，软件，服务上落后 nTrying to be “all things, to all people”, unsuccessfully 总想成为万能 nNo clear vision & focus 目标含糊 O&MO&M Strengths and problems consistent Strengths and problems consistent worldwideworldwide Ogilvy & Mather Challenge挑战 nIncrease perceived value of anything from IBM 提升价值感 nEstablish new relevance in considering IBM 树立相关性 nConvey new, more approachable, customer driven attitude 带出新的，易于接近的，客户导向的态度 nReinforce latent strengths 加强潜在优势 lGlobal scope lTechnological leadership lReliability Ogilvy & Mather Speak With One Voice 众口一声 nConsolidate all communications to build and leverage the brand lFocus budgets for maximum effect to solve IBMs primary problem: “If they dont buy your brand, they wont even consider your products” 集中解决主要问题： “如果他们不买你的品牌，他们对你的产品根本连考虑都不考 虑” lMake the whole more than the sum of the parts Ogilvy & Mather 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 combines global stature with a human voice gentle, positive, occasionally even self-deprecating. Ceaselessly surprising. Reassuringly certain. IBM is magic you can trust. O&MO&M Ogilvy & Mather IBM品牌写真 IBM是信息时代的基础 - 改变我们生活的推动力 IBM站在全球发展的高度，兼顾人性化的需求 - 温和，积 极，甚至偶尔也会自嘲一番 你可以相信IBM的魔力 Ogilvy & Mather “Solutions for a Small Planet” “小小环球的解决之道” 47 countries, 30 languages Ogilvy & Mather “Subtitles“ Campaign Idea Unexpected users from everywhere are enfranchised into the world of technology. 在任何一个角落，连你想象不到的那些人们也 被解放到科技的世界里来了。 Ogilvy & Mather Dramatic Immediate Impact 立竿见影，戏剧性的效果 nSignificant improvements in all key attributes in Worldwide Tracking Study lRetained strengths 维持既有优势 lEnhanced emotional aspects of the brand 提升了品牌情 的感面 lPerceptions of arrogance and bureaucracy declined around the world 对其傲慢和官僚的印象在全球范围内下降 Ogilvy & Mather Results nWorldwide Tracking: l#1 on global leadership, quality products/services, trust 在全球领先，质量，服务和信任度上位居第一 lContinuing significant declines on arrogant, bureaucratic 傲慢官僚的负面印象持续显著减少 lThose exposed to advertising rate IBM higher than those not exposed across the board 接