4A奥美公关2017顺丰品牌升级传播案.pptx

Their Enduring IdeaHow they are DifferentiatedHow they are Primarily ExperiencedWho they Serve2 THE CONSTANCY OF PURPOSE(ST) 一、顺丰品牌升级目标L告知顺丰不仅是涅运公瓦；2、“用户每天都在作用我们的产品，粘性也位有，迫似乎对我亳不美心? 我们的思考：用户持续使用我们的产品本身，是因为我怕的产品本身为他彊供了价值；用户没有关心我们的品牌，是因为我们的品牌并没有給他的提供价值：因此，我们认为本次品牌升级最重要餃成敗点是让品弄与客户产生关袤「悻买功能性以外的 其它价頂一1. STRATEGY2. COMMUNICATIONS★4 “A lot of things have changed and Apple is totally different....But values and core values, those things shouldnt change.“The things that Apple believed in at its core are the same things Apple really stands for today.” 19937 8“A conglomerate, by definition, is a large corporation with diversified product lines.... The trick with conglomerates is to manage those diverse businesses in ways that create meaningful and relevant scale. Today, this almost always means drawing on the most distinctive, most significant capabilities that the company has — on the things it does particularly well. This glue, what we call coherence, is one of the primary drivers of success for organizations, regardless of how diverse they may seem to be, and it may, in fact, make all the difference for a conglomerates survival.Harvard Business Review, 06-12-2012/2012/06/the-coherent-conglomerate 毯，“U行ForbesGE has wiitten this approacli into its DNA. In particular, GEs cultur口.tedmolo^cal innovation (the historical backbone of GE J and commercial iniiDvation (managing with deep of the customeis needs and are inextricably Entwined- We inteme^ved Beth Comstack during her visit for the Distinguished SpeakerChri$tm? Mpormafi. 顷“口山⑵:十i? 土，Li - I k■■ ■...-it..： /：.■ L.i：.- ■.: . J- j： -,.- m 5 FULL ?/S riifr：坤w湖碧 朝m; GWbCon a s nwir cwn.finsusnes thatJAM 23, 3D13 a I ^SEAM llB.481 VIEWSMarketing in a Technology Company: GE Organizational Platform for InnovationGENERAL ELECTRIC______J9ihnPVaZfM讒%晋而前nemoorman/ZOg/OS/marketing-in-a-technology-company-ges-organizational-platfomfor- a tradition of innovationGE HEDRAL ELECTRIC [ 1-B?8 - 2008From Thorn a5 Edfsons firt cOmme r