中国工商银行品牌策划提案解析.ppt

* 我们将期待广告宣传后对象怎么想 老百姓（家庭用户）---- 感觉中国工商银行最近变好了很多,提供的服务多了! 态度比以前亲切. 我们老百姓也很希望中国的企业变的越来越好! 年代变了,银行再不光是存款那么简单. 现在已经是金融年代, 服务比以前更好了,有机会我们家也会尝试一下新的金融服务. * 我们将期待广告宣传后对象怎么想 企业--- “现在的中国工商银行比以前积极,他们有专门为企业所需订制服务” ,感觉挺不错! 对我们做事情来讲比以前方便很多! 我想们的企业也该试试看. 对金融行业来说,我开始信赖中国工商银行” * 2005年宣传主题 每天前进一步,永远真诚服务 真诚服务 天天进步 继承原有资产 更容易记 更有力度 * 在一个品牌主题之下... 真诚服务 天天进步 类别品牌(业务)宣传 电视 报纸 新闻 网络 直函 户外 品牌主题宣传 电视广告 公共关系 * 真诚服务 天天进步 媒介广告 电话咨询服务 互联网页 直邮函件 媒介新闻 视觉管理 社会活动 促销活动 老百姓 * What do we mean by that? What do we want to achieve? How do we reach there? Guided by our six pillars: Heritage - Ads were different, not just in how they looked or read. There was wit and craft. They appealed to people’s intelligence and sense of humor can be powerful. ‘Creative Revolution’ begins with us Our Goal - New creative revolution. Must change the game. Beyond intelligent ad making to complex task of brand building. Learning all skills. Lead the new age by being different. More effective. The biggest and best builder of brands. Battle Cry - Exist to create change. Ideas accountable for results. Better ideas moves our clients and their brands to new heights. We listen carefully to clients, to consumers to discover insight to spring ideas that can change the world Key - Effectiveness depends our ability to convince clients to make bold leaps. Ultimate success depend ability to forge trusting relationship. See through clients’ eyes. Relationship built by responding in a honest and intelligent manner, keeping our promises on time and within budget. Values - Known as a co. with character, integrity and fair play. Win by telling the truth. Treating every individual with dignity and respect. Richly diverse and multicultural world. Employees bound to our network by a shared vision, common goals and mutual regard. Spirit - People of DDB enthusiastic. Zest for our business a sense of humor. To confront setback rejection. Believe in team work and take pride in our work. Neve