中国广告分析与讨论 / Analysis and Discussion of Advertising in China
Winning in China -- CEO Summit
Beijing 22 May 2006:
WPP CEO Sir Martin Sorrell, in a keynote address, underlined the importance of in-store presence saying "Proctor & Gamble's first moment of truth or the last mile to the consumer is becoming an increasingly important battleground".
Richard Lee agreed, commenting "50% of decisions to buy in our category are made in the retail environment".
Frank Braeken, head of Unilever China, was asked about Unilever's corporate identity and replied: "People don't know Unilever outside China. China is the first country to use the corporate identity. People in China want to know that Lipton is made from a company you can trust. Unilever provides that trust."
…
When asked about the Unilever logo refreshment, Mr Braeken responded: "Brand strategy serves category strategy. Our over riding corporate strategy of VITALITY is to help people look better, feel better, and get more out of life, so our new logo fits this structure".
http://www.ceosummit06.com/press_0522.html
WPP CEO Sir Martin Sorrell, in a keynote address, underlined the importance of in-store presence saying "Proctor & Gamble's first moment of truth or the last mile to the consumer is becoming an increasingly important battleground".
Richard Lee agreed, commenting "50% of decisions to buy in our category are made in the retail environment".
Frank Braeken, head of Unilever China, was asked about Unilever's corporate identity and replied: "People don't know Unilever outside China. China is the first country to use the corporate identity. People in China want to know that Lipton is made from a company you can trust. Unilever provides that trust."
…
When asked about the Unilever logo refreshment, Mr Braeken responded: "Brand strategy serves category strategy. Our over riding corporate strategy of VITALITY is to help people look better, feel better, and get more out of life, so our new logo fits this structure".
http://www.ceosummit06.com/press_0522.html
