從無到有創建品牌ppt61頁(編輯修改稿)

　

【文章內容簡介】 念 Brand Concept (Cont’ d) 品牌概念 ? It became apparent that most people felt that the coffee from a left bank caf233。 seemed to have the highest value, and would make them pay the highest price. 明顯地人們覺得來自左岸咖啡館的咖啡價值最高，他們愿為此付最高的價錢。 Target Group 目標消費群 ? Who would be the most willing to pay NT$25 to buy a coffee that would only cost NT$15 in a Tetra Pak? 用 Tetra Pak包裝的咖啡只賣 15元， 誰會最愿意付 25元買一杯咖啡？ Target Group (Cont’ d) 目標消費群 ? Any new beverage product must achieve a good turnover within three months, or it will be delisted. Who would be more than merely curious (since curiosity alone would not be enough to overe the highprice barrier), and buy into the idea of the brand? 新飲品在推出三個月內如果達不到高營業額就會被撤走。那些人會出于品牌的創意而購買這個新牌子 (僅有好奇心并不能克服高價的門檻 )? Target Group (Cont’ d) 目標消費群 ? Young women aged 17 to 22 are characterized as being honest and sentimental, full of hopes and dreams, fond of art and literature, but not particularly sophisticated, since they still do not have much experience of life. 我們選擇 17到 22歲的年輕女士，她們有誠實、多愁善感，喜愛文學藝術，但生活經驗不多，不太成熟。 Target Group (Cont’ d) 目標消費群 ? They loved the idea behind the brand, and were particularly motivated by the ?Left Bank caf233。? concept. 她們喜歡品牌背后的意念，尤其是“左岸咖啡館”的概念。 Consumer Insight 洞察消費者 ? They look for much more from a product than mere product quality. They look for emotional reward, something that makes them feel better something that makes them feel more sophisticated than they really are. They look for brands that understand and address their inner needs. 她們尋求產品質量以外更多的東西，尋求情感回報、使她們感覺更好、覺得自己更成熟的東西，尋求了解、表達她們內在需求的品牌。 ? The Left Bank Caf233。 concept together with the aromatic, ‘ adult’ flavour of coffee, fostered a sense of spiritual renewal in them. 左岸咖啡館，帶著咖啡芬芳、成人品味，在她們精神上形成一種新的感覺。 Tone Manner 氣氛及風格 ? According to statistics from bookstores, the most popular author among young women of this age group is Murakami Haruki. She is the foremost representative of a new style of Japanese writing, which is hip, absurd, postmodern, and always coolly deadpan. What?s unique about Murakami?s stories is that they expertly manage to conjure up the feeling of city dwellers. 她們最欣賞的作家是村上春樹。她的作品 憂郁、超現實、冷峻，能喚起城市人的感 覺。 Tone Manner 氣氛及風格 ? Though the visual part of the Left Bank Caf233。 advertising should have a very French style, the copy should have a very Japanese literary style. 雖然左岸咖啡館的廣告視覺應該非常法國化，但其文本應是很有日本文學的風格。 Correction Triangle : Left Bank Cafe Spiritual Satisfaction 精神上的滿足 Solitude is not loneliness 獨處不是寂寞 Artistic Atmospheric, Contemplative 藝術氣氛、沉思 Creative Brief 創意簡報 ? During the process of briefing the creative people, we told them, “Let?s fet that we are making advertisements for packaged drinks. Let?s pretend that our client is actually a caf233。 that we are making advertisements for a French caf233。!” “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！” ? We collected a lot of reference information from France, including pictures and even menus of French caf233。s. 我們從法國收集來許多咖啡館的資料，包括圖片甚至菜單。 The Left Bank Caf233。 Sells More Than Just Coffee 不僅是賣咖啡 ? If our brand was to be a caf233。, then there was no reason for it to be limited to only selling coffee. The brand could be extended to include all the items on a caf233。 menu. 如果我們的品牌是咖啡館，那么它不應僅賣咖 啡。它可以延伸到咖啡館餐單上的所有東西。 The Left Bank Caf233。 Sells More Than Just Coffee 不僅是賣咖啡 ? So now when you look in the refrigerators at 7 Eleven, you will also find Th233。 au lait, as well as Blancmange and other Frenchstyle desserts, all under the Left Ban