想进奥美必修课.doc

WHATS 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