4A奥美公关2017顺丰品牌升级传播案

Thinking differently
Innocence
Exhilaration
Performance
Iconic product Social interactions
Steve Jobs’ ethos Design of its products
Storytelling
German engineering Performance vehicles
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“A lot of things have changed and Apple is totally different.... But values and core values, those things shouldn't change.
“The things that Apple believed in at its core are the same things Apple really stands for today.”
Every sign off
Who they Serve
People with expectation
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Click here: /better-connected-world/cn/index.html
SIMON SINEK, START WITH WHY
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WHAT
“We make personal electronic devices” “Our products are beautifully designed and easy to use” “We believe in challenging the status quo and doing this differently”
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1993-2015
2015-
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“A conglomerate, by definition, is a large corporation with diversified product lines…. The trick with conglomerates is to manage those diverse businesses in ways that create meaningful and relevant scale. Today, this almost always means drawing on the most distinctive, most significant capabilities that the company has — on the things it does particularly well. This glue, what we call coherence, is one of the primary drivers of success for organizations, regardless of how diverse they may seem to be, and it may, in fact, make all the difference for a conglomerate’s survival.”
Who they Serve
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Their Enduring Idea: How they are Differentiated: How they are Primarily Experienced: Who they Serve:
Competition
Happiness in a bottle
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DO+THINK
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“People don’t buy what you do;
they buy why you do it.
And what you do simply proves what you believe.”
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VIRGIN GROUP :
: Creativity
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https:///2015/08/the-branding-logic-behind-googles-creation-of-alphabet
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/a/20160308/14256911_0.shtml
Nike’s advertising
Theme park and movies
The athlete in all of us
Optimists
The contrarian
The child in all of us
The adventuresome driver
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HOW
WHY z
Think Different
WHAT
HOW
z WHY
THE ENABLERS’ ENA#43;
: 1 / . c9 1: 5
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Their Enduring Idea
How they are Differentiated
How they are Primarily Experienced
“
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Their Enduring Idea
Empathy
How they are Differentiated
We never missed
How they are Primarily Experienced
Harvard Business Review, 06-12-2012
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https:///2012/06/the-coherent-conglomerate
GENERAL ELECTRIC :
: Innovation
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/sites/christinemoorman/2013/01/29/marketing-in-a-technology-company-ges-organizational-platform-forinnovation/#68a909ce62c9
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INTELLIGENCE
3.0 +”
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RE-STRUCTURING
GLOCALIZATION
4.0
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// // FEDEX DHL // // //
UBER
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UPS
:
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/20160127/n435971542.shtml, /p/o7buQ0.html, /a/160512110351097-7.html
Their Enduring Idea
How they are Differentiated
How they are Primarily Experienced
Who they Serve
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THE CONSTANCY OF PURPOSE
1. STRATEGY 2. COMMUNICATIONS