让联想成为榜样.ppt
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1、让 联 想 成 为 榜 样 !,极之聚(中国)整合传播机构品牌中心,领导品牌,总有领导表现!,成功启示录vs联想新形象,研究成功品牌 , 规化联想未来,从相同,相近的案例发掘经验,思考方向,确立路标,IBM,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 Si
2、licon Graphics,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,Global Brand Audit,Professional 专业 Quality 质量 R&D, a national
3、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
4、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,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, custom
5、er 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,IBM96系列广告,创意点子是什么? 背景:95年,IBM面临着股票下跌,被认为“官僚”。 所以广告目的是:与大众相关、密切 IBM的影视素材:两个英国老人、罗马卖艺人、越南船夫、牧羊人、农场主、从林者 四海一家解决之道!,IBM 的点子(1995年),策略点子 IBM 是信息时代看不见的基石。 创意点子 出乎意料的使用者,来自每一个角落,被科技所自由释
6、放。 执行点子 用当地的语言和有关技术性问题的对白反映使用者来自世界各地的每一个角落,但通过字幕让观众了解对白的意思。,IBM 的创意点子,来自于世界各地的出乎意料的(电脑)使用者在一个科技的世界里获得自由。,Campaign: ThinkPad Agenda-TP770 H/L: Heroic people,Campaign: ThinkPad Agenda-TP600 Headline: Power suit,Campaign: ThinkPad Agenda -TP390 H/L: Just open and use.,Campaign: ThinkPad Agenda-the last
7、 page H/L: thinkpad. Tools lead life.,Campaign: ThinkPad 570 Launch H/L:,Campaign: CDT6288 (twister) launch H/L: PC300 GL.Exceeding itself, Getting across Y2000.,Camapign: CDT6288 (twister) Product campaign H/L: PC300 GL 6288. Perfect in its every sides.,Campaign: CDT(B9C) Promotion H/L: PC300 GL. T
8、he fire is right.The time is good-RMB11199.,Campaign: CDT(32C) Promotion campaign H/L: PC300 GL.Freezing price point-RMB8199,Campaign: Netfinity5000 Promotion H/L: Netfinity. It is the right time to get it.,Campaign: Netfinity 1000 Launch H/L: Small and mid-size companies always have the trouble of
9、using IT product to improve their business. Now IBM launches the new Netfinty 1000 which provides them the high price/performance and other good features.,Campaign: Netfinity1000 Promotion H/L: Making you cool in July. Buying one Netfinity1000, getting two free gifts.,Campaign: IntelliStation Brand
10、image campaign H/L: IntelliStation. Inspirition flies from the desk.,Campaign: PSG Roadshow in Fujian province H/L: Fujian has a very famous history. Now IBM PC come here to share our good products with you.,Campaign: PSG Roadshow in Jinan province H/L: Tai mountain is one of the most famous mountai
11、n. It is in Jinan. Now IBM PC come here to share our good products with you,Campaign: PSG Roadshow in Changsha H/L: Great culture in Changsha Now IBM PC come here to share our good products with you,Campaign: PSG Roadshow in Shenyang H/L: Shenyang is always the most important city in the North East
12、China. Now IBM PC come here to share our good products with you,Campaign: PSG Roadshow in Xian H/L: Xian has the most famous history in China. Now IBM PC come here to share our good products with you,Campaign: PSG Roadshow in Chengdu H/L: Fujian has very basic water structure building. Now IBM PC co
13、me here to share our good products with you,Results,Worldwide Tracking: #1 on global leadership, quality products/services, trust 在全球领先,质量,服务和信任度上位居第一 Continuing significant declines on arrogant, bureaucratic 傲慢官僚的负面印象持续显著减少 Those exposed to advertising rate IBM higher than those not exposed across
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- 联想 成为 榜样
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