奥美经典之作(左岸)从无到有创建品牌.pptx

“ Building A Brand From Scratch从无到有创建品牌;A Brand Is … 品牌是...;A Brand Is … 品牌是...;;;An Example : Nike 例子：耐克;;The Connection 关系Triangle 三角形图;Nike Connection 耐克 Triangle 关系三角形图;One Mistake : Nike耐克的一个错误;;;Lessons From Nike从耐克吸取的教训;;;Left Bank Café President Enterprise左岸咖啡馆统一企业集团;Background 背景;Background (Cont’d) 背景 ;Background (Cont’d) 背景;Background(Cont’d) 背景;Background (Cont’d) 背景;Package 包装;Place 产品放置;Place (Cont’d) 产品放置;Price 价格;Product 产品 ;Brand Concept 品牌概念; An airline kitchen ? Coffee from an airline kitchen, as specially prepared for first-class passengers 空中厨房 ? 来自空中厨房专门为头等舱准备的咖啡;Brand Concept (Cont’d)品牌概念;Brand Concept (Cont’d)品牌概念;10 Downing Street Coffee from the kitchen of the British prime minister’s residence, a place where coffee is prepared for VIP visitors every day. 唐宁街10号 这咖啡来自英国首相官邸厨房，平日 在这里准备招待贵宾的咖啡。;Brand Concept (Cont’d)品牌概念;Target Group 目标消费群 ;Target Group (Cont’d)目标消费群;Target Group (Cont’d)目标消费群;Target Group (Cont’d)目标消费群;Consumer Insight洞察消费者;The Left Bank Café concept together with the aromatic, ‘adult’ flavour of coffee, fostered a sense of spiritual renewal in them. 左岸咖啡馆，带着咖啡芬芳、成人品味，在她们精神上形成一种新的感觉。;Tone Manner 气氛及风格;Tone Manner 气氛及风格;Correction Triangle : Left Bank Cafe;Creative Brief 创意简报;We collected a lot of reference information from France, including pictures and even menus of French cafés. 我们从法国收集来许多咖啡馆的资料，包括图片甚至菜单。;The Left Bank Café Sells More Than Just Coffee 不仅是卖咖啡 ;The Left Bank Café Sells More Than Just Coffee 不仅是卖咖啡;The Left Bank Café Sells More Than Just Coffee (Cont’d) 不仅是卖咖啡;The Role of Advertising广告的角色;The Relationship With the Brand 品牌写真;The Relationship With the Brand 品牌写真;The Relationship With The Brand (Cont’d)品牌写真 (续);The Relationship With The Brand (Cont’d)品牌写真 (续);Building the French Café (Cont’d) 品牌塑造;Building the French Café (Cont’d) 品牌塑造;During an exhibition of photographs of French cafés at Taiwan’s most deluxe bookstore,