奥美品牌的故事.pptVIP

25 24 26 27 48 49 50 51 53 54 56 57 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 第一百二十七页，共一百四十一页。 IBM 第一百二十八页，共一百四十一页。 Information Technology Brands 信息技术品牌 The BEST technology does not always win 最好的技术并不总能赢 The BEST brand does 最好的品牌却可以 These companies did not manage their brand 这些公司没有好好管理他们的品牌 Novel WordPerfect Silicon Graphics 第一百二十九页，共一百四十一页。 Situation Pre 1994 IBM Stumbles 蹒跚而行的IBM Reputation diminished, declining 名声下降 $18 billion losses over 3 years 三年中亏损180亿 Breakup into 13 “Baby Blues” considered 可能分化为13个小公司 50+ agencies, 200+ campaigns 50多家代理商，200多个不同的广告活动 第一百三十页，共一百四十一页。 OM Appointed Single worldwide agency, June 1994 奥美成为全球唯一代理 Advertising Direct Marketing Promotions Internet 第一百三十一页，共一百四十一页。 Global Brand Audit Professional 专业 Quality 质量 RD, a national asset 研发 The standard against which all others are judged 衡量别人的标准 You dont have a laugh with IBM你不会与IBM一起欢笑 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 Monolithic, for big business only, “fortress IBM” 只做大生意 Not a leader in networking, software, services 在网络、软件、服务上落后 Trying to be “all things, to all people”, unsuccessfully 总想成为万能 No clear vision focus 目标含糊 Strengths and problems consistent worldwide 第一百三十二页，共一百四十一页。 Challenge挑战 Increase perceived value of anything from IBM 提升价值感 Establish new relevance in considering IBM 树立相关性 Convey new, more approachable, customer driven attitude 带出新的，易于接近的，客户导向的态度 Reinforce latent strengths… 加强潜在优势 Global scope Technological leadership Reliability 第一百三十三页，共一百四十一页。 Speak With One Voice 众口一声 Consolidate all communications to build and leverage the brand Focus budgets for maximum effect to solve IBM’s primary problem: “If they don’t buy your brand, they won’t 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” Make the whole more than the sum of the parts 第一百三十四页，共一百四十一页