左岸咖啡,創(chuàng)建品牌的神話

1、,左岸咖啡策劃文案,,Building A Brand From Scratch從無到有創(chuàng)建品牌,A Brand Is … 品牌是...,A unique combination of three attributes三種屬性的獨特組合,A Brand Is … 品牌是...,product benefit產(chǎn)品的好處what makes the consumer like the product什么令消費者喜歡該產(chǎn)

2、品brand personality/image品牌個性/形象what makes the consumer trust the product什么令消費者信任該產(chǎn)品consumer needs/beliefs消費者需求/信念what makes the consumer value the product什么令消費者高度評價該產(chǎn)品,,If we can understand the “connection” b

3、etween these three attributes, then we can turn a product into a brand如果我們了解這三種屬性之間的“聯(lián)系”，就能將一個產(chǎn)品轉(zhuǎn)為一個品牌。,,,,This gives us a “framework” for understanding what our brand is, or could be

4、這給我們提供了一個“架構(gòu)”去了解我們的 品牌是什么、或者會是什么,The Connection關(guān)系Triangle 三角形圖,Product Benefit 產(chǎn)品的好處Why I like the product 我為何喜歡該產(chǎn)品,,Consumer Needs/ Beliefs 消費者需求/信念 Why I value the product

5、我為何高度評價該產(chǎn)品,Brand PersonalityWhy I trust the product品牌個性我為何信任該產(chǎn)品,Left Bank Café President Enterprise左岸咖啡館統(tǒng)一企業(yè)集團(tuán),Case Study 案例分析,Left Bank Café President Enterprise,Background 背景,Why was the Left Bank

6、 Café brand born? 為什么會誕生左岸咖啡館這個品牌？President Enterprise’s dairy products were being sold under the “President” brand name, and for a long time had been unable to rise beyond second or third placed brand in the mar

7、ket. 統(tǒng)一企業(yè)的乳類食品都是以“統(tǒng)一”牌子出售，在市場上長期以來無法突破二、三線商品的形象。,Background 背景,The reason was that President was also marketing a great variety of other products under the corporate brand name, including not only food and drink product

8、s, but also insurance and even amusement parks. 原因是“統(tǒng)一”也有大量其他商品以企業(yè)的名字為牌子，不僅包括飲食，還有保險甚至娛樂場。,Background 背景,This led to confusion of the brand assets, which caused a long-term problem for President’s dairy products, si

9、nce they needed to convey a clear image of “freshness” and “expertise.”這導(dǎo)致牌子混淆，給“統(tǒng)一”的乳類食品造成了長期問題，它們需要一個“新鮮”和“專業(yè)”的清晰形象。,Background 背景,To solve the problem, President wished to create a new brand for its dairy products,

10、 capitalizing on the competitive edge of its superior refrigeration facilities and distribution system. In Taiwan, any beverage that comes in a Tetra Pak - be it a high-cost coffee or a low-cost soy milk - is always sol

11、d for either NT$10 or NT$15. And any beverage that comes in a can is always sold for NT$20. 為此“統(tǒng)一”希望為它的乳類食品建立一個新牌子，利用其在臺灣具競爭力的冷凍設(shè)施及分配系統(tǒng)。在臺灣，以Tetra Pak包裝的飲料 - 不論是高價的咖啡還是低價的豆奶 - 價錢總是10或15元新臺幣。罐頭包裝飲料則賣 20元。,Background 背景,W

12、ith the strong competition in the market and the ever-increasing cost of raw materials, we thought it would be great if we could sell the same kinds of beverages, in packages of the same volume, for a price of NT$25。市

13、場競爭激烈，原材料成本不斷上升，如果能將相同類別、相同容量的飲料賣到25元，那該多好！,Package包裝,The brand story starts with a plastic cup.品牌的故事從一個塑料杯開始。We developed a white plastic cup. This cup looks just like an ordinary McDonald’s take-away coffee cup,bu

14、t is made of plastic rather than paper. 我們開發(fā)了一個白色塑料杯，它看起來就象一般麥當(dāng)勞外賣咖啡的杯子，差別是快餐店用的是紙杯。,Place 產(chǎn)品放置,This cup does not have a vacuum seal, and the contents can only be kept for a short period, and then only if the cup is s

15、tored at a temperature of 5?C. 這個沒有真空密閉的杯子只有在 5ºC冷藏柜才能讓內(nèi)容物保存一段短暫的時間。,Place 產(chǎn)品放置,Nevertheless, we realized that this shortcoming actually presented an opportunity. Because the storage period is so short, consumers

16、 will believe that the contents of the cup are fresh. And if a drink is fresh, there is a good reason for it to be a little more expensive than a drink which is not.但是我們把這看成一個機會。保存期短使消費者相信物料新鮮。而一杯新鮮的飲品自然比其它要貴些。,Price

17、 價格,All the strategic thinking was concentrated on one major objective: how can we make consumers accept the unreasonably high price of NT$25 per cup?所有策略思考都集中在一個主要目的：如何讓消費者接受25元一杯的高價？We asked ourselves a series of q

18、uestions to help us ensure we could create a high-class brand. 我們自問一連串相關(guān)問題，以確保能創(chuàng)造出一個高級的品牌。,Product 產(chǎn)品,What kind of product should we put into the cup, to best help us sell it for the highest price?在這杯子放進(jìn)什么商品才能賣到最

19、高價呢？We considered wine, fruit juice and milk, butfinally decided on coffee- less likely to deteriorate- high quality perception- milk content led to favourable tax rate我們考慮過葡萄汁、果汁、牛奶，最后選咖啡，因為咖啡不那么容易變質(zhì)、被認(rèn)為是高

20、質(zhì)飲品，并因牛奶成分而得到優(yōu)惠稅率。,Brand Concept 品牌概念,We then asked ourselves - where can we say this coffee comes from, in order to create a high-class impression?出產(chǎn)在什么地方的咖啡最有高級感？We held eight focus discussion groups to interrogat

21、e 4 concepts通過八個討論小組，想出四個高級場所作為嘗試的概念。,An airline kitchen ?Coffee from an airline kitchen, as specially prepared for first-class passengers空中廚房 ?來自空中廚房專門為頭等艙準(zhǔn)備的咖啡,Brand Concept 品牌概念,Brand Concept 品牌概念,A hi

22、gh-class Japanese style coffee shop ? Coffee from a refined and elegant Japanese specialty coffee shop 日式高級咖啡館 ? 來自優(yōu)雅、精致的日式咖啡館的咖啡,Brand Concept (Cont’d)品牌概念,A left bank caféCoffee from Paris - fro

23、m a café on the left bank of the Seine - a place full of atmosphere, a haunt of poets and philosophers左岸咖啡館這咖啡來自巴黎塞納河左岸一家充滿人文氣氛的咖啡館，一個詩人、哲學(xué)家喜歡去的地方。,10 Downing StreetCoffee from the kitchen of

24、the British prime minister’s residence, a place where coffee is prepared for VIP visitors every day.唐寧街10號這咖啡來自英國首相官邸廚房，平日在這里準(zhǔn)備招待貴賓的咖啡。,Brand Concept 品牌概念,Brand Concept 品牌概念,It became apparent that m

25、ost people felt that the coffee from a left bank café 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。,,塞納河從巴黎蜿蜒穿過，把美麗的城市一分為左右兩岸。人們一向?qū)⒆蟀犊醋魑幕南笳?，將右岸看?/p>

26、金錢和政治的象征，而左岸的拉丁區(qū)更是文化精華薈萃之地，是法國文學(xué)、哲學(xué)、藝術(shù)、革命、波西米亞等等的誕生地和溫床,Target Group 目標(biāo)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

27、？,Target Group 目標(biāo)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 overcome the hig

28、h-price barrier), and buy into the idea of the brand?新飲品在推出三個月內(nèi)如果達(dá)不到高營業(yè)額就會被撤走。那些人會出于品牌的創(chuàng)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 目標(biāo)消費群,Young women aged 17 to 22 are characterized as being honest and sentimental, full o

29、f hopes and dreams, fond of art and literature, but not particularly sophisticated, since they still do not have much experience of life. 選擇17到 22歲的年輕女士，她們有誠實、多愁善感，喜愛文學(xué)藝術(shù)，但生活經(jīng)驗不多，不太成熟。,Target Group 目標(biāo)消費群,They loved th

30、e idea behind the brand, and were particularly motivated by the ‘Left Bank café’ 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

31、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(chǎn)品質(zhì)量以外更多

32、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(dá)她們內(nèi)在需求的品牌。,,The Left Bank Café concept together with the aromatic, ‘a(chǎn)dult’ 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。,T

33、one & Manner 氣氛及風(fēng)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, whi

34、ch 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。其作品憂郁、超現(xiàn)實、冷峻，能喚起城市人的感覺。,T

35、one & Manner 氣氛及風(fēng)格,Though the visual part of the Left Bank Café 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(yīng)該非常法國化，但其文本應(yīng)是很有日本文學(xué)的風(fēng)格。,Correcti

36、on Triangle : Left Bank Cafe,Spiritual Satisfaction精神上的滿足,,Solitude is notloneliness獨處不是寂寞,Artistic Atmospheric, Contemplative藝術(shù)氣氛、沉思,Creative Brief 創(chuàng)意簡報,During the process of briefing the creative peo

37、ple, we told them, “Let’s forget that we are making advertisements for packaged drinks. Let’s pretend that our client is actually a café - that we are making advertisements for a French café!” “讓我們忘記自己是在為包裝飲料做

38、廣告，假想是在為一家遠(yuǎn)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 cafés. 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 Café Sells More Than Just Coffee

39、 不僅是賣咖啡,If our brand was to be a café, 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 café menu. 如果我們的品牌是咖啡館，那么它不應(yīng)僅賣咖啡。它可以延

40、伸到咖啡館餐單上的所有東西。,The Left Bank Café 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 Thé au lait, as well as Blancmange and other French-style desserts

41、, all under the Left Bank Café umbrella brand. 所以，現(xiàn)在你從 7-11 便利店的冷藏柜里，還能找到左岸咖啡館牌子的奶茶、牛奶凍和其它法式甜品。,The Left Bank Café Sells More Than Just Coffee 不僅是賣咖啡,We are currently evaluating the possibilities for Frenc

42、h-style cakes, and in the future we hope to have special refrigerators in stores, exclusively for Left Bank Café products.我們現(xiàn)在考慮法式蛋糕的可能性，希望將來在商店里有左岸咖啡館產(chǎn)品專用冷藏柜。,The Role of Advertising廣告的角色,The advertising encoura

43、ges consumers to build a picture in their minds of their favorite French café - an ideal café, a café with a long history and a strong cultural, artistic atmosphere.廣告要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

44、館，一個歷史悠久、文化藝術(shù)氣氛濃厚的咖啡館。,The Relationship With the Brand 品牌寫真,Left Bank Café will have the power to stimulate a real and strong response in the imagination of consumers.左岸咖啡館有能力刺激消費者在他們的想象里產(chǎn)生一種真實、強烈的反應(yīng)。,The Re

45、lationship With the Brand 品牌寫真,Left Bank Café will have a relationship with the consumer like that of a favorite book, such as a travel memoir, or a small volume of poetry, which is always kept on a nearby booksh

46、elf, so that it can be taken down to be enjoyed in peaceful moments alone. In the same way, Left Bank Café is always ready to bring you refreshment whenever you need it.左岸咖啡館和消費者的關(guān)系就象一本喜愛的書，一冊旅游摘記，放在整潔的書架上一篇短短的詩，

47、在你想享受一片獨處空間時，它隨手可得，帶你到想去的地方。,The Relationship With The Brand 品牌寫真,The insight is:You are here in China. Sometimes you think about going to Europe for a romantic vacation, but in this busy and practical world, all you

48、can do is take a mental trip to Europe - by going window shopping at a European - style furniture store or dining in a French restaurant.好比你身在中國，偶爾想到歐洲度個浪漫之旅，但在這忙碌現(xiàn)實的世界，你只能逛逛歐式家具店，到法國餐廳用餐，度一個想象之旅。,The Relationship With

49、 The Brand (Cont’d)品牌寫真 (續(xù)),Left Bank Café makes the mental trip easier - simply satisfying your spiritual desires, any time, any place, and privately.而左岸咖啡館使這想象之旅更輕松 -- 簡單地滿足你隨時可能冒出的一點精神欲望，孤獨享受。,Building the Fr

50、ench Café 品牌塑造,The TVC is based on the girl’s notes and jottings about her travels.The print ads are a series of short stories about things that have happened in the café. The radio ads are like poetic vignet

51、tes from the café, and were broadcast late at night. 電視廣告是一個女孩的旅行摘記。平面廣告是一系列發(fā)生在咖啡館的短篇故事。電臺則在深夜播放著詩般的咖啡館故事。,Building the French Café 品牌塑造,In order to make people believe in the existence of the café, ther

52、e was also a series of supporting events, intended to make the fantasy become a reality. 為使消費者相信咖啡館的存在，計劃了一連串節(jié)目讓幻想變成現(xiàn)實。,During an exhibition of photographs of French cafés at Taiwan’s most deluxebookstore, an o

53、pen-air “Left Bank Café” was set up outside. A 15-minute program entitled “Left Bank Café Tour,” introducing 20 cafés on the left bank of the Seine, was produced for cable TV.在法國咖啡館攝影展期間，臺灣最豪華的書店外布置著左岸咖啡

54、館。還制作了15分鐘題為“左岸咖啡館之旅”的有線電視節(jié)目，介紹塞納河左岸20家咖啡館。,Building the French Café 品牌塑造,Around the time of the French national day, the Left Bank Café brand was one of the sponsors of a celebration dinner and a French film f

55、estival organized by the French Institute in Taiwan. The sponsors included actual French brands such as Renault,Peugeot, Chanel, Christian Dior, a number of different wine-makers, and one brand you would never find in Fr

56、ance itself - Left Bank Café!法國國慶期間，左岸咖啡館是慶宴和法國電影節(jié)贊助商之一。雷諾、標(biāo)致、香奈爾、Christian Dior等法國品牌也在贊助商之列。,Building the French Café 品牌塑造,The Brand 品牌,Is there really a Santa Claus?According to the results of last week’

57、s Left Bank Café Brand Audit, the TV commercial gives people an enjoyable feeling of solitude. When people drink Left Bank Café products, they feel they are rewarding themselves. Eighty percent of the people

58、 interviewed believe that the “Left Bank Café” really exists in France, and that it will soon open a branch in Taiwan. One consumer said: “Does the Left Bank Café really exist? I prefer to believe in a world wh

59、ere it does.” 左岸咖啡的電視廣告令人有一種愉快的孤獨感，人們覺得左岸咖啡是享受。八成被訪者相信有左岸咖啡館，其中一位消費者說“寧愿相信有”。,The Brand 品牌,Left Bank Café made US$ 4 million in the first year, and the brand continues togrow stronger. 左岸咖啡頭一年賣了四百萬美元，品牌繼續(xù)得到鞏

60、固。 1998 vs 1997 sales over first six months is+15% 1998年上半年營業(yè)額比1997年同期增加15%,Better Questions 基本思考,What factors make people think of a beverage as good?What beverages are most worth selling on consignment?What is

61、 the most high-class place for consignment goods to come from?What are the most expensive drinks here?飲料在什么情況下會被認(rèn)為好？寄售什么飲料最值錢？從哪里來的寄賣品最高級？在這里什么飲料最貴？,The Process of Changing the Price From $15 to $25 從15元變成25元的過程,

62、Special house blend French literary CaféCoffee Fresh/sold on consignment,24 + 1,,,,,,,,,,,22 + 2,19 + 3,15 + 4,$15,$25,招牌咖啡,法國文學(xué)咖啡館,咖啡,寄售,Five Tips To Build A Brand From Scratch 從無到有建立品牌五個秘訣,1.Ensu

63、re your brand performs保證您的品牌是 - high quality product- 質(zhì)量好的產(chǎn)品- a role in people’s lives- 在人們的生活中扮演一定的角色2.Define your category precisely精確地定義你的產(chǎn)品類別,Five Tips To Build A Brand From Scratch 從無到有建立品牌五個秘訣,3.Thi

64、nk beyond price to what creates ‘value’ in people’s minds超越價格因素去想什么能在人們心目中產(chǎn)生“價值”4.Connect product benefit with brand personality/image with consumer needs/beliefs將產(chǎn)品的好處與品牌個性/形象、消費者的需求/信念聯(lián)系起來。5.Expand your brand p

65、roposition beyond advertising.把您的品牌主題超越廣告,,,,,,,,,,,,聊賴的午后我獨自走在蒙巴那斯道上突然下起雨來隨手招了一輛計程車滿頭白發(fā)的司機問了三次[要去哪？]我才回過神。[到……]沒有預(yù)期要去哪的我一時也說不出目的地司機從后照鏡中看著我說[躲雨？]我笑著沒回答雨越下越大司機將車停在咖啡館前要我下車笑著說[去喝杯咖啡吧！]他揮手示意我不必掏錢了！來不及說謝

66、謝計程車已回到車隊中走進(jìn)冷清的咖啡館四名侍者圍坐一桌閑聊著看到我后立刻起身異口同聲的說[躲雨]？ 我笑著不知該如何回答午后一場意外的雨讓我一下午見識了五個會[讀心術(shù)]的人喝了一下午的咖啡,意大利口音的兩個男人點了兩杯咖啡后 便把視線對準(zhǔn)咖啡館的大門看著每一位進(jìn)出的客人 自從那位專盜EGON SHCIELE的意大利盜賊第四次越獄成功后 人們特別留意出現(xiàn)在身邊的意大利人而我也不例外 一刻過去了那

67、兩人已經(jīng)飲了不少黑咖啡視線仍停在大門 而眾人也始終盯著他們 又過了一刻才進(jìn)門的男人奪走了所有人的目光 倒不是他濃濃的意大利口音而是他點了一桌子的甜品 "你被捕了"喝黑咖啡的男人和同伴忽然卡在那個男人身后 "但，不急，請慢慢享用" 等他把滿桌的甜品吃完并代他結(jié)帳后， 兩個人才押著他走出咖啡館的大門 經(jīng)過一陣的靜默大家議論紛紛 "為什么專偷EDGO的畫"

68、 "畫賊為什么愛吃甜品" "為什么畫賊都是在同一家咖啡館被逮進(jìn)牢里",咖啡館的隔壁就是圖書館大家總是先去借本書再到咖啡館里自己習(xí)慣的位子然后年長的服務(wù)生會端一杯口味習(xí)慣的咖啡悄悄放在你的桌上如果有人弄錯位置那一定是新客人光線最好的角落屬于那位五十左右的藍(lán)領(lǐng)階級他慣常維持謙虛有禮的樣子但從不與人攀談今天他讀的狼潘論《Lupus Theory》記得前天他還在讀伐木工人

69、守則《A Lumberjack’s Handbook》再上次好象是瑞士雪車制作法“Luge Production”真是獨特的閱讀方式由于好奇就到圖書館的架上查看我簡直不敢相信自己的發(fā)現(xiàn)伐木工人守則正緊貼在瑞士雪車制作法的后面原來他是按照字母順序一直讀下去而且已經(jīng)讀到Lu字頭這樣看來下一本將是琵琶音律,那位在咖啡館門口就可以將帽子 穩(wěn)穩(wěn)的擲在衣帽架上的中年人。 選定座位前兩度逡巡各個角落， 最后還是

70、停在靠窗的位置不過，并沒有立刻坐下先是調(diào)整桌椅 然后將糖罐移到桌角才緩緩入坐。 和我上一回見到的相同： 他把水杯與咖啡杯挪過來移過去， 試了幾次,才滿意的看著自己的安排， 普通人喝兩杯咖啡的時間 他只喝了一口每喝一口， 又復(fù)重同樣的動作；調(diào)整水杯與咖啡杯的距離他的舉動勾起服務(wù)生的好奇于是問：“你在……做什么？”他好象不知道該如何回答不停的移動水杯與咖啡杯 “我……”起了話頭又陷入沉思，一陣長長的靜