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品牌價值-葉明桂
重仁塾六月課程
星巴克
空間內裝、在地、氛圍
石屋製菓
白色戀人
祭り
地方創生
塾長引言
品牌價值
偏心 偏好
產品行銷
品牌行銷
暴利
為什麼要有品牌
提倡動人的品牌主張
設計差異化的風格與語氣
統一-左岸咖啡
設法與人類對話
多喝水-學語言篇
創作新鮮的故事
賓士-AGM
擬人化六步
塑造鮮明的個性
大眾銀行-不老騎土
釋放對人類的善意
遠傳電信-空污影響
全聯-豪華旗艦店
夢
不平凡的平凡大眾
提倡動人的品牌主張
設計差異化的風格與語氣
統一-左岸咖啡
設法與人類對話
多喝水-學語言篇
創作新鮮的故事
賓士-AGM
擬人化六步
塑造鮮明的個性
大眾銀行-不老騎土
釋放對人類的善意
遠傳電信-空污影響
全聯-豪華旗艦店
全聯-豪華旗艦店
提倡動人的品牌主張
設計差異化的風格與語氣
統一-左岸咖啡
設法與人類對話
多喝水-學語言篇
創作新鮮的故事
賓士-AGM
擬人化六步
塑造鮮明的個性
大眾銀行-不老騎土
釋放對人類的善意
遠傳電信-空污影響
全聯-豪華旗艦店
提倡動人的品牌主張
設計差異化的風格與語氣
統一-左岸咖啡
設法與人類對話
多喝水-學語言篇
創作新鮮的故事
賓士-AGM
擬人化六步
塑造鮮明的個性
大眾銀行-不老騎土
釋放對人類的善意
遠傳電信-空污影響
全聯-豪華旗艦店
企業社會責任(CSR)
社會教育影響力
環境教育、兒童教育
提倡動人的品牌主張
設計差異化的風格與語氣
統一-左岸咖啡
設法與人類對話
多喝水-學語言篇
創作新鮮的故事
賓士-AGM
擬人化六步
塑造鮮明的個性
大眾銀行-不老騎土
釋放對人類的善意
遠傳電信-空污影響
全聯-豪華旗艦店
多喝水-學語言萹
提倡動人的品牌主張
設計差異化的風格與語氣
統一-左岸咖啡
設法與人類對話
多喝水-學語言篇
創作新鮮的故事
賓士-AGM
擬人化六步
塑造鮮明的個性
大眾銀行-不老騎土
釋放對人類的善意
遠傳電信-空污影響
全聯-豪華旗艦店
賓士-AGM
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六月重仁塾課程分享

Editor's Notes

  1. 奧美決定選擇17~22歲的年輕女士作為目標對象。她們誠實、多愁善感、喜愛文學藝術,但生活經驗不多,不大成熟,喜歡跟著感覺走。相對於產品質量而言,她們更尋求產品以外的東西,尋求情感回報,尋求了解。 統一將新產品取名為左岸咖啡館。目標既定,其後一連串的廣告宣傳全部圍繞著法國左岸這個浪漫的地方。左岸咖啡館帶著咖啡芬芳、成人品味,給她們精神上一種全新的感覺。 廣告理念 奧美對這些年輕女士作調查,發現她們最欣賞的作家是村上春村,其作品憂鬱、超現實、冷峻,能喚起城市人的感覺。因此左岸咖啡館的廣告視覺應該非常法國化,但其方案卻應是很有日本文學的風格。「讓我們忘記自己是在為包裝飲料做廣告,假想是在為一家遠在法國的咖啡館做廣告!」奧美的策劃師如此告訴自己。 奧美還想到,左岸咖啡館廣告應促使消費者在腦海里建造一個自己最喜愛的法國咖啡館,一個理想的咖啡館,一個歷史悠久、文化藝術氣氛濃厚的咖啡館。它和消費者的關係,就像一個喜愛的書,一冊旅遊摘記,在你享受一片獨處空間時,能隨手可得,帶你到想去的地方。就好比你身在台灣,忙碌中偶爾想到歐洲度個浪漫之旅,左岸咖啡館能夠滿足你隨時冒出一點精神慾望。 原文網址:https://kknews.cc/travel/889ekl.html