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WHAT'S THE BIG IDEAL
几年前,奥美策略和创意的领导层会晤并商讨创意上的新趋势。在回顾了谷歌的全球支持后,在奥美成功 的为多芬开展“真实的美丽”的活动以及对可口可乐产生持续的影响后,形成了这样一个模式: 很多品牌不 止需要大创意,他们也需要大理想。 这个洞察力的核心稳固的成长为我们今天所称呼的“品牌大理想”。

Several years ago, Ogilvy?s strategic and creative leadership met to discuss trends in creative communications. After reviewing the global support behind Google, Ogilvy?s success with ?the

campaign for real beauty? for Dove and the sustained strength of Coke, a pattern emerged: these days brands needs more than ideas, they need IDEALS. This kernel of an insight steadily grew into what we today call ?The big ideaL?.

品牌为何需要大理想?

Why do brands need big ideaLs? 如今的世界日新月异。 在不断扩张的网络的驱使下,消费者之间的联系比以往任何一个时期都要紧密。他 们很快就能获得一个产品是哪里生产的,是如何生产的,并且可以了解到生产这个产品的公司的价值观。 因此,现今消费者和社会对所有组织的透明度都有很高的期望值。这也使得他们对那些有价值观,并依此 而行事的品牌有更强的偏好

As we?re continually reminded, the world is changing, in profound ways.

Driven by the ever-expanding

internet, consumers are not only more connected to each other than ever before, they are empowered with information and the ability to quickly know where and how a product was made and the core beliefs and values of the company that makes it. As a result, consumers and society in general now expects greater transparency of all kinds of organisations and this has fostered a stronger preference for brands that act according to a clear set of beliefs behind everything they do. 有“世界观”的品牌会更加成功。很多人都支持这个观念,比如道 Douglas Holt,他透露大多数最强大的品 牌都不是因为有更好的产品而成功,而是因为他们通过与世界分享其品牌的?观念?而革新了他们与这个社 会的互动方式。经济学家 John Kay 同样指出“盈利最多的企业,从来不会是最看重获利的企业”而是以更广 泛的使命感来运营的企业。奥美相信当品牌拥有“世界观”后,不仅会对消费者来说更饶有兴趣,意义丰富, 更有价值;更能转化直观的销售表现,增强公司上下员工和全体股东的凝聚力。 The idea that brands that have a ?world view? are more successful has been supported by people like Douglas Holt who revealed that most of the most powerful brands have thrived not because they had better products, but because they innovated the way they connected to society by sharing their ?ideology? with the world. Economist John Kay similarly found that ?the most profitable companies were not the

most profit oriented? but instead operated around a widely shared sense of mission. Ogilvy believes that when brands adopt a ?world view?, they not only become more interesting, meaningful and valuable to their consumers, they also inspire staff and all manner of stakeholders with a sense of purpose that

transcends the regular pressures for sales.

如何识别“品牌大理想”?

How do we identify a brand’s big ideaL? 所谓“理想”是指完美的事物。品牌大理想是品牌表达其社会抱负的一种方式,使品牌明确有力的表达出把 世界上的事物变得更加美好的使命感。 因此, 它是某种意义上的定位。 但并非所有的定位皆为“品牌大理想”, 例如像金霸王电池这样以品牌理性利益为定位的品牌。 An ?ideal? is something in its perfection. The big ideaL is a way of articulating the brand?s ambition as a mission to change something in ?the world? to somehow make things better. positioning. So, it is a kind of brand

Although not all positionings can become big ideals, for example brands that are positioned

around a functional benefit like Duracell batteries. 我们发现,以某种方式表达品牌大理想可以帮我们找到这个品牌所相信的,和他带来的改变之间的联系。

We have found that by expressing a brand?s big ideaL as in a certain way helps to identify the connection between what the brand believes and the change it is focused on effecting: “X 品牌相信,如果______________________,世界会更美好。”

Brand xxx believes the world would be a better place if…” 这有一些例子:

Here are some examples: 多芬相信,如果女性能够对自己充满自信满世界会更美好。

Dove believes the world would be better a better place if women everywhere were allowed to feel good about themselves.

路易斯威登相信,如果我们将生命活得有如一段不凡的旅程,世界会更美好。

Louis Vuitton believes life would be better if we lived it as an exceptional journey. 香格里拉酒店相信,如果我们对待每一个人都有如对待家人一般,世界会更美好。

Shangri-la believes the world would be a better place if we treated each other as family.

品牌大理想会带来商机

Big ideaLs mean big business

品牌大理想容易诱导人们,或者说人们会本能的认为它并不会带来商机,它更加接近于一种“企业社会责 任”。通过调查,我们发现,事实上建立品牌大理想会带来更大的市场份额。

It is tempting and perhaps instinctive to see The big ideaL as something unconnected with business and more akin to ?corporate social responsibility? (CSR). Through independent research, we have found that in fact, creating a big ideaL is very lead to greater market share. Oracle Added value 的研究发现拥有“坚定观点”的品牌在消费者中可获得明显更多的“关注”。另一个证据 来自于 Millward Brown 的 BrandZ 的数据库,它建立的一个“理想主义”。通过比较拥有低“理想主义”的品 牌和拥有高“理想主义”的品牌,他们发现拥有更高“理想主义”的品牌在增加市场份额的可能性上更高 35% 。 A study conducted by Oracle Added value found that brands with a ?strong point of view? achieved a significantly greater amount of ?consideration? among consumers. A second piece of evidence comes from Millward Brown?s BrandZ brand data base which has constructed an ?idealism score?. By comparing brands with a low ?idealism score? against those with the highest score, they have found that brands with the greatest ?idealism? have a 35% greater probability of increasing market share. 世界的联系已经变得更加紧密,也更有社会意识。越来越多的消费者更加偏好于已为这个信息透明时代做 好准备的品牌。品牌大理想对于品牌来说是一个鼓舞人心的富有创造力的方法来激发改变和更大商机。

The world is becoming ever more interconnected and socially aware.

Consumers are increasingly

preferring brands that are ?ready? for this new transparent age. The big ideaL is an inspiring and creative way for brands to capture what they stand for in a way that can inspire a movement for change, and bigger business.


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