我好奇故我在

Quaker Whole Grain Instant Oats
桂格即沖食大燕麥片
2008 TVC: 林青蓉 ...繼續閱讀

source:
http://anidea.com/strategy/charting-a-shift-from-communications-to-services/
http://anidea.com/strategy/tired-of-getting-burned-out-yeah-us-too/

經營品牌的思維已經改變，讓消費者買單你的品牌精神，不是只有產品。要去塑造品牌Reasons To Be，不是從既有的東西找Reason’s To Believe。傳播不是傳播一堆訊息，而是要回歸到品牌體驗。

The new marketing is about creating 360⁰ brand experiences, not messaging.  Consumers should buy into to your brand’s ideas, not just your product.  Instead of defining “Reason’s To Believe”, you need to define “Reasons To Be.”

在John Grant在2006年所寫的書 “Brand Innovation Manifesto,” 裡面有一個對Starbucks品牌的描述圖，雖然缺少了數位這一塊，不過基本上將Starbucks的品牌層面描繪出來。

source: http://www.brandchannel.com/features_effect.asp?pf_id=451

如果國家是品牌的話，根據2008年國家品牌排名NBI(Nation Brands Index)第一名是德國，此調查評量55個國家。
It should come as no surprise, then, that Germany itself was ranked the best overall “country brand” in the 2008 Anholt-GfK Roper Nation Brands Index, which measures the world’s perception of each nation as if it were a public brand.

德國品牌為何特殊的原因？ 兩個字可以解釋「紀律」跟「品質」。
So what is it about German brands, and the country that produces them, that is so special? Two words might be all the explanation that’s required: discipline and quality.

德國的經理非常重視兩個目標：產品品質以及產品服務。對於大多數的德國經理來說：品質、熱情、奉獻、後續行動是標語。
An overview of German management from ExecutivePlanet.com offers some insight into why Germany is a leader in brand quality: “The German manager concentrates intensely on two objectives: product quality and product service. … The watchwords for most German managers and companies are quality, responsiveness, dedication, and follow-up… A German manager believes deeply that a good-quality production line and a good-quality product will do more for the bottom line than anything else.”

當德國人參與競爭時，他們會將更長遠的利益放在心中。德國品牌的製造商對於價格的競爭不感興趣，比較對於製作優異品質的產品感興趣。德國公司傾向嚴格地遵守政府的規定以及與政府合作，而非與政府起衝突。
While German companies engage in competition, they seem to have the greater good in mind. Makers of German brands are less interested in competing on price and more focused on making products of superior quality. German companies tend to strictly adhere to government standards and cooperate rather than conflict with government.

http://youandyahoo.com/

(備註: 2004 yahoo 定位為 life engine)
預計9/29 lanuch new campaing，不過在9/22就已經先暖身有新聞露出。

The brand campaign will launch on September 28 in the United States and October 5 in the United Kingdom and India, and extend into 2010. It will reach major and emerging markets worldwide, including Brazil, Canada, France, Hong Kong, Indonesia, Korea, and Taiwan.

“Our vision is to be at the center of people’s online lives—to be at the place where their world meets the larger world,” said Elisa Steele, Yahoo! executive vice president and chief marketing officer, speaking at the IAB MIXX Conference and Expo in New York City. “Our new branding will focus on people—the power and promise of ‘you.’”

The campaign will have a budged of around $100 million, in line with Microsoft's spending with the Bing campaign, and will reinforce the idea that Yahoo is the user's “home on the web.” The focus will be on the freshly redesigned homepage and the tag line will apparently be “It's You!,” with the 'Y' coming straight out of Yahoo's logo. The exclamation point will also stand out graphically.

The ad is heavy on images of dancers, Dalmatians, soccer and kids blowing bubbles, and highlights the Internet company’s array of services and customization options. It breaks online and on television in the U.S. Monday and will be featured prominently on Yahoo’s home page the following day, said Elisa Steele, the company’s marketing chief, at the Mixx conference in New York.

2009 rankings

http://www.interbrand.com/best_global_brands.aspx?year=2009&langid=1000

1. Coca-Cola	68,734 ($m)
2. IBM	60,211 ($m)
3. Microsoft	56,647 ($m)
4. GE	47,777 ($m)
5. Nokia	34,864 ($m)
6. McDonald's	32,275 ($m)
7. Google	31,980 ($m)
8. Toyota	31,330 ($m)
9. Intel	30,636 ($m)
10. Disney	28,447 ($m)

(source: http://jasonkeath.com/44-ways-to-help-your-customers-fly/)

這篇文章不錯，來翻譯一下！裡面舉很多應用實例。

Make Customers Feel Special 讓客戶感到特別

1. Create a reward program, allowing customers to accumulate points, earn discounts/prizes
   創立一個回饋方案，讓消費者可以累積點數得到折扣或是獎品。
2. Allow customers to influence your products/services (see Dell’s IdeaStorm)
   讓消費者可以影響你的產品或是服務。Dell的IdeaStorm讓消費者可以發表意見、大家在投票決定，然後Dell在反應於其產品或服務規劃上。
   
   延伸閱讀: http://www.itmag.org.tw/magazine/article_single_590.htm
3. Have contests that require very little action by the customer (”100th customer of the summer gets a free reward”)
   舉辦競賽，消費者可以很容易參與。
4. Have customers give away swag for you (see @MommyBrain at Blogher)
   讓消費者替你發宣傳用的東西(這個twitter帳號MommyBrain 常免費放送許多東西)
5. Create official champions that believe in your company, that can help you hold events, educate other customers, and create content
   創造一個官方提倡擁護者，其相信你的公司，可以幫你舉辦event、教育消費者以及創造內容。

...繼續閱讀

There is no objective reality. There are no facts. There are no best products. All that exists in the world of marketing are the perceptions in the minds of the consumers or prospects. The perception is the reality. Everything else is an illusion. Period.

我蠻喜歡這段話的：沒有所謂的客觀事實，沒有所謂的實情，沒有所謂的最好產品。所有行銷世界都是存在消費者或潛在消費者的腦中的認知。他們的認知才是事實，其他的都是幻覺！(Perid翻成句號，在英文中是很強烈的表示意見結束了，沒有別的)

(source: http://www.brandingstrategyinsider.com/2009/07/marketing-and-reality.html)

這個作者有research背景，講述怎樣將廣告訊息專注？

...once more than two benefits are communicated, people begin to lose the ability to associate the brand with any specific benefit.
當有超過兩個以上的產品利益被溝通時，人們會無法記住。所以廣告要專注於一項或兩個利益點。

The trick is to find the ones that lead to relevant differentiation and brand insistence.
重點不是講很多，而是挑一個可以塑造出品牌差異點，以及品牌主張。

(source: http://www.brandingstrategyinsider.com/2009/08/how-do-i-get-marketing-clients-to-focus.html)

Brand = Expectation + Experience

自從有次跟前老闆EVE聊天，發現這個品牌定義很好：消費者對品牌會有期望(可能是來自同業的比較，能是來自廣告主的自我宣傳)，再加上實際體驗(包括親身求證、使用，或是別人意見)。

今天意外發現42 Entertainment公司，主要操刀創意者，不是傳統廣告代理商出身，而是待過Disney，深深瞭解觀眾經驗(audience experiences)的重要性。

也又發現Disney Institute (迪士尼學院)，有針對商務人士推出品牌課程，可以一邊度假一邊學習，其中一個上課大綱就是:
Distinguishing brand vs. branding (區隔 品牌 vs. 作品牌)
    * Examining the brand: customer perceptions and experiences
    * Revealing the truth: the brand as customer stories
    * Establishing activities and tactics for effective branding
    * Avoiding negative influences on your brand

回味一下2001 Disney老廣告吧
以下摘要Disney 成功經營品牌因素： ...繼續閱讀

我是因為看不懂這廣告，所以去找了資料，才了悟。
(source: got milk? case histories)

WOW，"got milk?"這個campaign從1993年至今，都是同一家Agency Goodby, Silverstein and Partners (GS&P)作的。廣告主加州乳品加工協會(California Milk Processor Board)。在當時大家都知道牛奶很營養，可是對牛奶的認知就是平淡無聊的飲料，所以銷售量下滑。

One rule of thumb in fast-moving packaged goods is that it's easier to get current customers to consume more than it is to convert new users. Based on this logic, Manning and Goodby quickly agreed that their best hope of reviving sales was to prod this 70% to increase their consumption.
對於變化快速的飲料市場，與其開拓新客源，不如鼓勵既有的消費者增加消費量。當時，有70%的人宣稱自己有喝牛奶，因此TA決定對這群人說話。

Goodby's team fielded qualitative research and learned that many consumers indeed linked milk with sweet, sticky snacks. Pushing further, the researchers flipped around the question: how do people feel when they're eating something that demanded milk to wash it down, but don't have milk in the house? Focus group respondents placed in this situation were upset, they felt deprived. They were able to convey viscerally the feeling of having a brownie or cookie remnants stuck in their throat, calling out for a gulp of milk to cleanse the palette.
根據當時Goodby的質化市調，很多的消費者都會將牛奶跟甜食、或黏的點心一起使用。最後，研究員反問一個問題：當人們吃東西需要牛奶沖下去肚裡時，但是家裡沒有牛奶的時候，人們會覺得怎樣？FGD訪談的消費者回答他們會感到很沮喪。他們可以十分傳神的描述當食物卡在喉嚨裡的感覺，需要喝牛奶來清理味蕾。

Manning 's research showed that 88% of milk was consumed in the home. He and Goodby agreed that their milk deprivation ads would incorporate this reality.
另外，根據調查有88%是在家裡喝牛奶的。

Goodby and his team used this consumer insight as the spark for what came to be called the deprivation strategy: rather than selling milk as a complement to certain foods, instead the strategy became to remind milk drinkers of the anxiety and disappointment that came when milk wasn't available at crucial moments. Working to distill this milk-deprived emotional state into a phrase that everyone might instantly understand, Goodby coined the campaign's well-known grammatically-challenged tagline, "got milk?"
因此，策略走向為：提醒消費者沒有牛奶時，會產生的焦慮跟失望。

The first, Aaron Burr, became one of the most popular ads of the early Nineties. Burr featured an odd and seemingly irrelevant situation for milk deprivation: an iconoclastic history nut who fails to win a prize on a call-in radio show on history trivia because his mouth is glued shut with a peanut butter sandwich.
第一支在1993年很受歡迎的廣告Aaron Burr。一位歷史學家在一個看似不相關的情況下，接到廣播call-in有獎徵答電話，但是他的嘴因為充滿花生三明治，所以他沒有辦法回答清楚。利用這樣情景呈現缺乏牛奶的困境。
PS：這一支背景是講美國歷史上，兩位有名政治人物Alexander Hamilton和Aaron Burr 的死亡決鬥，最後前者槍亡。