【奥美广告春季训练教材：BIG IDEA大创意】.ppt

It argues that the onus of responsibility on every The fact is that these formats are seldom used. Particularly outside the U . K . 事实上各位很少使用这些表格。特别是在英国以外的地区。 Anything you and your colleagues can do to enforce your own rules could make a significant difference to the standard of briefing and thus the final advertising . 各位为了实行规则所做的努力都能使简报的水准和最终的广告产生很大的不同。 On the same subject : briefing, we believe there is a strong case for an addition to the document relating to brand personality . 关于简报，我们认为有关品牌个性的资料中非常需要加入另 一项重点。 In the current briefing outline a lot of attention is paid to positioning and product performance but very little to who the brand is . 在现有的简报纲要中，大部分的注意力都放在定位及产品功能方面，却很少注意到产品是谁。 Most of the “big ideas” we all admire imbue the brand with an indelible character . If we are unable to define what that is, it probably points up a deficiency in the brand’s advertising . 大部分我们所赞赏的“大创意”都是以不可磨灭的鲜明个性影响品牌。如果我们无法界定出其个性，可能就会使品牌广告残缺不全。 If we start writing brand personalities as an obligatory addendum to these documents, we would be more likely to maintain and build a brand’s personality, and very possibly we might breathe more life into the creative work itself . 如果我们开始撰写品牌个性，将其视为简报资料中必须包含的项 目，那么我们就比较能够建立并维持一项品牌个性，而且很可能 可以为创意作品本身注入更多的生命力。 A final word on briefing. The brand benefit in most strategies is usually written in extraordinarily banal terms and is fir the most part totally product performance centred . We would suggest that where an emotional benefit is relevant that more attention should be paid to writing this into the brand benefit statement. (Very often Unilever Managers summarise their strategies by simply using the brand benefit statement. If an emotional content is not written into be considered part of the strategy . 关于简报的最后一项要点：在大部分策略中的品牌利益都是以极为平凡 的文字所写成，而且绝大部分都是以产品功能为中心。我门建议，如果 品牌利益点与情感利益有关，就要更加注意，把这点列在品牌利益点陈 述中。 （Unilever的经理人员经常都只是用品牌利益点陈述作为策略的 概述，如果在品牌利益点陈述中没有包含情感利益的内容，那么情感就 绝对不会被视为策略的一部分。） On - going Campaigns 持续的 campaigns All too often