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Examples of Shorter BrandPrints 精悍的品牌写真------例如
• • • • • Jaguar Original Impulse The Economist Bank of China American Express
Revised Brand Audit Questions 修正后的品牌检验问题
Thinking about the specific things that trigger this brand’s identity in your mind… 想象一下哪些可以让你辨认出这个品牌的一些特定的事务 • When you hear the brand’s name, what immediately springs to mind? 当你听到这个牌子的名字，那些东西会立刻出现在你的脑海中？ • What else?还有呢？
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When Looking at and Evaluating BrandPrints 当你细看及评估品牌写真时
• Remember Neil French’s story of the brilliant carver of wooden elephants 记住Neil French 关于伟大的木象雕刻匠的故 事 • His secret for making perfect elephants was to cut away everything that was not elephant 它创造完美大象的秘诀是，去掉所有不是大象 的部分
– what unique contribution does it make? 它带来哪些独特的地方？ – what special perspective does it give you about using the category? 它带给你哪些有关试用这个类别产品的特殊的观感？
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• Using word association to articulate suppressed feelings and emotions 运用词汇联系来表达潜在的感觉和情绪 • Can be used in addition to Brand Audit to enrich vocabulary 除了可以运用在品牌检验，还可以丰富词汇
BrandPrint 品牌写真
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When You Write a Brandprint You Will Almost Certainly Start With Have Too Many Words 当你开始写品牌写真时，你开始几乎 一定会从运用很多词句进行描述
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Chivas Regal: Thailand
Chiivas is the night. A palet of flickering neon and blinking car lights. The blast of raw music as you swing through the doors of a crowded friendly pub. Chivas is never wanting the night to end. Because Chivas is camaradie. A clutch of true friends forever. The subtle splash of Chivas over ice underlining a burst of uninhibited laughter. The stuff our fondest memories are made of. And Chivas is irrevocably right. it imparts an elitist spirit to the people who drink it The whisky preferred by contenporary, affluent young men. . . which women are only too happy to share
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American Express
American Express … is not for everybody. It is for those who think bigger thoughts, do bigger things, and paint bigger pictures
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The Economist (Asia)
The Economist is red and daring Its bold covers hint at what lies within: provocative, brutally honest and nonconformist opinions Beholden to no one, it refuses to ‘kow tow’ to popularity, and sees through the new clothes of emperors, politicians and taipans alike
e.g. BMW (New Zealand)
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How It Works 如何运用
• Generate word associations for the brand beginning with the letter A and write them down 将字母A开头的与本品牌有关的词汇都写下来 • Then for the letter B, then for letter C etc etc to Z 接着字母B，字母C……到字母Z • Review your Word Bank 重新检视你的词汇银行 • Select one association for each letter 每一个字母选择一个有联系的内容 • Write a summary 写下小结
– – – – – visuals or images?视觉和形象？ packaging or product elements?包装和产品元素？ bits of communication?传播的片断？ signs or symbols?标志和符号？ other brand lore?其他有关品牌的部分？
在于精神、热情和原创性 Jaguar都是独一无二的 就象它的主人
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Impulse (Europe)
Impulse gives me the confidence to explore and enjoy the sometimes bumpy journey into womanhood As I experiment with the emerging me, Impulse surrounds me with an energy field filled with vitality, spontaneity and the courage to be myself
Now stepping out of the role of the brand’s user, and considering all the implications of these insights … 现在走出品牌使用者的角色， 考虑所有这些消费者洞察的启示
• What do these insights suggest or signal about the brand? 这些消费者洞察暗示了这个品牌的哪些方面？ • What is the mood of the brand? 这个品牌的情绪是怎样的？ • How do the feelings and emotions this brand evokes differ from those its leading competitor evokes? 这个品牌引起的感受和情绪与其它主要竞争品牌带来的有哪些不同 的方面？
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Brand Audit Helps Us Define the Unique Relationship Between the Customer and the Brand 品牌检验帮助我们确定消费者与品牌之间的独特关系
The brand’s DNA expressed in a written 书面表达的品牌DNA
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Additional Ways to Approach Writing a BrandPrint 其他形成品牌写真的方法
• A to Z • Photomontage 图片集锦
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A To Z - A Verbal BaD E F G H I J K L M N
Adult Blitzkrieg Cultured Driveable Envy Flat Out Grunt Handling Independent Jumping Kraut Look Out Modern Noticed
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Jaguar (USA)
The difference between Jaguar and other cars runs deeper than sheet metal and engineering: It’s about soul, passion and originality A Jaguar is a copy of nothing ... just like its owners Jaguar和其他轿车的差别不仅在钢板和引擎技术
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Bank Of China (Singapore)
The Bank of China is the Wise Old Man It brings wisdom to dealings with your assets ... the Wisdom of Wealth