The selling ldea platform 销售概念架构 B. The core desire 最核心的欲望 The Core desire is the most relevant desire. need hope or fear of the conceptual target that the brand can meaningfully address 它是概念性的目标客层最关切的欲望、需求、希望或恐 惧,而且是品牌可以有意义加以解决的。 英扬传奇CC&E
英扬•传奇 CC&E 26 The Selling Idea Platform 销售概念架构 B. The Core Desire 最核心的欲望 • The Core Desire is the most relevant desire, need, hope, or fear of the conceptual target that the brand can meaningfully address. 它是概念性的目标客层最关切的欲望、需求、希望或恐 惧，而且是品牌可以有意义加以解决的
The selling Idea Platform 销售概念架构 B. The core desire 最核心的欲望 The Core Desire represents the deepest, most powerful, emotional benefit that the Conceptual Target receives from the brand 核心欲望代表概念性目标客层能从本品牌获得 的最深切、最有力、最富情感的利益 英扬传奇CC&E
英扬•传奇 CC&E 27 The Selling Idea Platform 销售概念架构 B. The Core Desire 最核心的欲望 The Core Desire represents the deepest, most powerful, emotional benefit that the Conceptual Target receives from the brand. 核心欲望代表概念性目标客层能从本品牌获得 的最深切、最有力、最富情感的利益
The Selling Idea Platform 销售概念架构 D The Compelling Truth 强而有力的支持事实 The compelling truth that provides the key evidence that supports the brand s role in satisfying the Core Desire of the conceptual target both in function and brand 无庸置疑的事实”,在满足概念性目标客层的核 心欲望时,品牌所担任角色之强而有力的支持事实。 英扬传奇CC&E 28
英扬•传奇 CC&E 28 The Selling Idea Platform 销售概念架构 D.The Compelling Truth 强而有力的支持事实 • The compelling truth that provides the key evidence that supports the brand’s role in satisfying the Core Desire of the Conceptual Target both in function and brand. “无庸置疑的事实”，在满足概念性目标客层的核 心欲望时，品牌所担任角色之强而有力的支持事实
Example impelling Functional Truth Specific Truth Brand Performance Prevents heart disease Baver aspirin Functional Truth Specific Truth Brand Company We really care about you Johnson johnson and yours Brand myth Marlboro Country” Marlboro Cigarettes 英扬传奇CC&E
英扬•传奇 CC&E 29 Example • Compelling Functional Truth Specific Truth Brand Performance “Prevents heart disease” Bayer Aspirin Functional Truth Specific Truth Brand Company Values “We really care about you Johnson & Johnson and yours” Brand Myth “Marlboro Country” Marlboro Cigarettes
What is a selling idea? 什么是销售概念 a Selling Idea is a strategic concept that focuses everything we have learned about what the brand needs to mean to consumers into a single highly focused strategic idea that expresses exactly what we wish the advertising to ay to consumers 销售概念是一个策略性的概念。它将我们所知道的 切有关品牌在消费者心中所须达成的意义与印象,集 中成一高专注的策略性概念与想法,进而表达我们希 望广告到底要对消费者说什么 英扬传奇CC&E
英扬•传奇 CC&E 30 What Is A Selling Idea? 什么是销售概念 • A Selling Idea is a strategic concept that focuses everything we have learned about what the brand needs to mean to consumers into a single highly focused strategic idea that expresses exactly what we wish the advertising to say to consumers. • 销售概念是一个策略性的概念。它将我们所知道的一 切有关品牌在消费者心中所须达成的意义与印象，集 中成一高专注的策略性概念与想法，进而表达我们希 望广告到底要对消费者说什么