,Ogilvysociallyreborn.”(Brazil)“Wheneveryouneedher,Kleenexwillbethere.”(Taiwan),CoreTruths,1.Kleenexisaglobal“Trustmark”.全球性的“信任標志”2.Kleenexmeans“clean”.Kleenex意味著“干凈”3.Kleenexhas“alwaysbeenthere”.Kleenex“一直伴隨著我”4.Kleenexevokesthefondestmemories.Kleenex“喚醒最深的記憶”5.Kleenexmeans“home”.Kleenex象征著“家”6.Kleenex“knowsyou”.Kleenex“了解你”7.Kleenexnever“takesover”.Kleenex從不“強取”8.Kleenexsays“everythingsgoingtobefine”.Kleenex說，“一切都會好起來的”,Bottom-upworksOurteamsaroundtheworldaregoodatthis!TherearetrulyGlobalBrands-KleenexisoneIttakesspecialskillstoleadthisprocessgloballyOurbrandprintcomposersareapreciouscommodity,Whatwehavelearned,DOVE多芬BrandStewardship,Dove,AsuccessfulU.S.Brandfor40years一個40年的成功美國品牌AglobalMega-brandinjust3years僅用3年成為全球大品牌76countriesin4years4年內進入76個國家No.1inNorthAmericaandEurope北美和歐洲的第一品牌DominantinAustralia,HongKongandBrazil在澳洲，香港和巴西強勢Onebrandidea,globalnetwork,localknowledge同一品牌概念，全球網(wǎng)絡，本地知識,Whatwelearnedfromconsumers消費者告訴我們,ThebarhasendowedtheBrandwitharichsetofcorevalues:豐富的核心價值integrity,honesty,credibility,unpretentiousness,shunshype,etc.正直，誠實，不造作，不接受奉承Thebardeliveredarealsolutiontoarealconsumerproblem為消費者解決了一個真正的問題Notmanyofournewproductswillbeinsuchauniqueposition并非許多新產(chǎn)品能擁有如此獨特的定位,Whatwelearnedfromconsumers消費者告訴我們,Astrongbutgroundedemotionalconnectionexistsbetweentheuserandthebrand一種強有力并且實在的聯(lián)系存在于使用者和品牌之間TheuniquenesscomesfromhowDovesskinfeelmakesherfeel“Gladtobeawoman”獨特之處在于多芬給女人的皮膚讓她覺得“作女人是快樂的”“Hope”and“Transformation”arenotwordsthatresonatewiththeDoveusers;theyarebeyondwhattheydesirefromDove“希望”和“轉變”絕不僅僅是些引起多芬使用者反響的文字，它們超出了女人們的期望,“DoveIsThePromiseOfFemininityRestored-ToMySkin.AndToMe.”ApersonalpromisethatIcanbemybest.Thepromisethatwhenthemereactofwashingmyfacehasdrainedmedry,itwillreplenishme.Thepromisethatwhenashowerismyonlyescapetoapeacefulplace,itwillrewardme.ThepromisethatwhenthesoftnessIusedtoseeeverydayhasntbeenseeninawhile,itwillrevealittome.ThepromisethatwhenIvehadtoputonholdthefactthatImawoman,itwillremindme.Thepromisethatwhenmyskinneedsprotectionandnourishment,itwillremoisturizeit.Itisasimpleandunselfishpromise,madetothewomaninsideme.,“多芬的承諾是還給我女人的天性-給我的皮膚，也給我自己?！币粋€讓我能保持最佳的個人承諾。當我的臉因清洗而干燥時，它承諾給我補充滋養(yǎng)。當洗澡是我逃脫到平和世界的唯一方式時，它承諾給我獎賞。當本應屬于我的柔軟肌膚片刻不見時，它承諾找還給我。當我有時不得不暫時遺忘我是個女人時，它承諾會提醒我。當我的皮膚需要保護和營養(yǎng)時，它承諾給我重新滋潤。它是一個簡單而無私的承諾，對我心底里女人的天性,MasterBrandPositioning主品牌定位,Dovehelpsawomanlookandfeelherbestbyhelpingherexperiencenoticeablysofter,morebeautifulskin多芬?guī)椭孙@著體驗更柔軟更美麗的皮膚，由此讓女人的外表和內心都處于最佳狀態(tài),IBM,InformationTechnologyBrands信息技術品牌,TheBESTtechnologydoesnotalwayswin最好的技術并不總能贏TheBESTbranddoes最好的品牌卻可以Thesecompaniesdidnotmanagetheirbrand這些公司沒有好好管理他們的品牌NovelWordPerfectSiliconGraphics,SituationPre1994,IBMStumbles蹣跚而行的IBMReputationdiminished,declining名聲下降$18billionlossesover3years三年中虧損180億Breakupinto13“BabyBlues”considered可能分化為13個小公司50+agencies,200+campaigns50多家代理商，200多個不同的廣告活動,O&MAppointed,Singleworldwideagency,June1994奧美成為全球唯一代理AdvertisingDirectMarketingPromotionsInternet,GlobalBrandAudit,Professional專業(yè)Quality質量R&D,anationalasset研發(fā)Thestandardagainstwhichallothersarejudged衡量別人的標準,YoudonthavealaughwithIBM你不會與IBM一起歡笑IBMwillonlytalktoyourboss,everyoneelseisinsignificantIBM只會與你的老板交談，其他人都不重要Monolithic,forbigbusinessonly,“fortressIBM”只做大生意Notaleaderinnetworking,software,services在網(wǎng)絡，軟件，服務上落后Tryingtobe“allthings,toallpeople”,unsuccessfully總想成為萬能Noclearvision&focus目標含糊,Strengthsandproblemsconsistentworldwide,Challenge挑戰(zhàn),IncreaseperceivedvalueofanythingfromIBM提升價值感EstablishnewrelevanceinconsideringIBM樹立相關性Conveynew,moreapproachable,customerdrivenattitude帶出新的，易于接近的，客戶導向的態(tài)度Reinforcelatentstrengths加強潛在優(yōu)勢GlobalscopeTechnologicalleadershipReliability,SpeakWithOneVoice眾口一聲,ConsolidateallcommunicationstobuildandleveragethebrandFocusbudgetsformaximumeffecttosolveIBMsprimaryproblem:“Iftheydontbuyyourbrand,theywontevenconsideryourproducts”集中解決主要問題：“如果他們不買你的品牌，他們對你的產(chǎn)品根本連考慮都不考慮”Makethewholemorethanthesumoftheparts,TheIBMBrandPrint,IBMistheunderlyingfabricoftheInformationAgetheintellectualhorsepowertoconceivethetrulyamazingandthewilltodeliveritspromise.ItisthepowertotransformourlivesandrealizethemostunexpectedpossibilitiesIBMcombinesglobalstaturewithahumanvoicegentle,positive,occasionallyevenself-deprecating.Ceaselesslysurprising.Reassuringlycertain.IBMismagicyoucantrust.,IBM品牌寫真,IBM是信息時代的基礎-改變我們生活的推動力IBM站在全球發(fā)展的高度，兼顧人性化的需求-溫和，積極，甚至偶爾也會自嘲一番你可以相信IBM的魔力,“SolutionsforaSmallPlanet”“小小環(huán)球的解決之道”,47countries,30languages,SubtitlesCampaignIdea,Unexpectedusersfromeverywhereareenfranchisedintotheworldoftechnology.在任何一個角落，連你想象不到的那些人們也被解放到科技的世界里來了。,DramaticImmediateImpact立竿見影，戲劇性的效果,SignificantimprovementsinallkeyattributesinWorldwideTrackingStudyRetainedstrengths維持既有優(yōu)勢Enhancedemotionalaspectsofthebrand提升了品牌情的感面Perceptionsofarroganceandbureaucracydeclinedaroundtheworld對其傲慢和官僚的印象在全球范圍內下降,Results,WorldwideTracking:#1ongloballeadership,qualityproducts/services,trust在全球領先，質量，服務和信任度上位居第一Continuingsignificantdeclinesonarrogant,bureaucratic傲慢官僚的負面印象持續(xù)顯著減少ThoseexposedtoadvertisingrateIBMhigher