但实际上，在广告界工作多年后，我突然发现， 我们在广告中创造的是， 无形价值--也可以叫作感知价值， 或者标识价值，主观价值， 某种形式的无形价值-- 时常得到负面评价。 设想一下，如果将来你想生活在 物质相对缺乏的世界，基本上你有两个选择。 你可以生活在相对贫穷的世界， 一般人都不喜欢这个选择。 或者，你可以生活在无形价值构成 总体价值很大比重的世界， 事实上，无形价值在很多方面 能很好地替代 有限的人力或资源 用来创造产品。 More on Rory Sutherland: Life lessons from an ad man
By Rick Mathieson,
Author of The On-Demand Brand: 10 Rules for Digital Marketing Success in an Anytime, Everywhere World
1. Rule #1: Insight Comes Before Inspiration. The most successful digital initiatives typically don't start with the idea for a cool new digital experience. Instead, they start with consumer insights culled from painstaking research into who your customers are, what they're all about, how they interact with consumer technologies, and what they want from the brands they know and trust. Case in point: Dove's "Campaign for Real Beauty."
2. Rule #2: Don't Repurpose, Reimagine. Creating multiplatform strategies that connect with audiences where they live doesn't just mean posting television spots on YouTube in the hopes they go viral. In a medium where the possibilities are endless, television is the jumping off point to much more interactive and engaging experiences. You've got to invent new ways to help your customers make your brand their own. Case in point: HBO's Voyeur Project. More on Top Five Rules for Digital Marketing Success in an Anytime, Everywhere World
先看这个例子，出现在iPhone4的首页。简单几个单词，表达出很强气场，苹果那份自信淋 漓尽致。“This changes everything.”表明了产品的强大，一句“Again”效果就直接X4了，因为正好和2007年iPhone出现时那句“iPhone reinvent the phone”（iPhone重新发明了电话）呼应。反过来说，iPhone粉丝们希望有新的产品，能够“change”，苹果正好说 出了那句话。我们就从“说出用户那句话”开始说。 More on 简单，最难：APPLE苹果文案的精妙之处(上)
如果你以为UNIQLO在网络营销的手段上，只有UNIQLO CALENDAR一类的跨平台widget，那你就大错特错了。每年都能玩出新花样的UNIQLO CALENDAR在为UNIQLO带来最大面积网络认知与推广的同时，也为其代理公司东京Projector收获了无数奖项。在刚刚出炉的2010戛纳 CYBER类评选中，以移轴影像为基础的UNIQLO CALENDAR又擒获了一金一银。然而，除去那些被我们所熟知的推广项目，不妨从Uniqlo Lucky Switch中来窥探一下UNIQLO在日本作出的疯狂案例。 More on Case Study : Uniqlo Lucky Switch
如果你经常上微博，一定不会对蔡康永的《给残酷社会的善意短信》感到陌生。今天，我们从Creative Social所举办的#csparis聚会中，选取著名广告人的一手或二手建议与你分享，看看这些善意的提醒算不算the best piece of advice you have ever received？
If you got a chance to read the previous posts, you will have seen that we had some amazing speakers at #csparis who had a lot of words of wisdom to share to the Socials. However, for me, by the far the best question was “what is the best piece of advice you have received in your life” (hats off to David Pugh Jones of Microsoft for the question). From the speakers themselves we heard some really inspiring gems:
When you don’t know what to do, don’t do anything - David Mallet
If you do something for someone, forget it immediately. If someone does something nice for you, never forget it – Jim Haynes
Anyway we thought it was such a great question, we asked all those Social attending to tell what the best piece of advice they have ever received was. Here are the answers:
