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有效的行銷溝通始於品牌整合
一個優秀的廣告我們都能記得住，但是我們能記住這個廣告的品牌嗎？品牌被記住是製作廣告的首要目標，但奇怪的是，許多行銷人員並沒有做到這一點。其原因是，他們沒有把品牌放在廣告的核心地位。製作廣告時，行銷人員必須在最早的構思階段就從品牌入手，並在適當的情節中將品牌貫穿於整個故事架構中。有些經過檢驗的方法，可以確保製作出有效的廣告。這篇觀點文章將對這些方法進行說明，它們對有效的廣告來說都是極為重要的。 益普索洞察：人們記得的不是廣告，而是故事。若將品牌作為故事的關鍵點，融入廣告當中，就能確保廣告中的任何資訊，都能被聯想到該品牌。
We all remember great ads. But do we remember the company? This is the No. 1 aim for advertising, but, surprisingly, many marketers don’t achieve it. The reason is the brand is not front-and-center. Marketers must start with the brand in the earliest conception stage, and weave it throughout the storyline architecture at opportune points. There are several tried and true techniques to ensure success. This Point of View paper addresses those approaches— crucial to effective advertising. Key insight: People don’t remember ads; they remember stories. By integrating the brand into the ad as a key point of the story, marketers ensure any memories and messages will be credited to only their brand.
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建立更強壯的品牌
品牌，生存在一個不斷變化的世界裡，但在人們生活中扮演的角色一直都沒有改變，而人們自身的變化，也逐漸趨緩。事實上，已有充分的證據證明，相較於起伏不定的外在條件，人類在蒐集及處理資訊，並根據這些資訊作出選擇和判斷的方式，是相對穩定和一致的。對於企業來說，充分瞭解消費者可以為企業帶來較穩定的基礎。此外，現在有許多以神經科學及行為心理學為基礎的研究方法被廣泛使用，說明現在的我們已經比以往更加瞭解人類的決策過程。
企業們會有許多和他們品牌相關的問題，而這些問題最終都可以歸結為：我們的品牌現在做的如何？我們該如何才能建立更好的品牌力？
Brands exist in a constantly changing world. But the role brands play in people’s lives has not changed and people themselves change more slowly.
There is ample evidence to show that, even when conditions are in constant flux, the way humans gather and process information and make choices is more constant. For businesses, understanding people provides a relatively stable strategic anchor. There are also significant new approaches based on neuroscience and behavioural psychology that mean we know more about human decision processes than ever before.
Many of the questions businesses ask about their brands boil down to “how well are we doing” and “how can we do better?”
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精準行銷還是大眾行銷？—觸及率及精準度的平衡
如何才能讓廣告觸及率和精準度達到最佳平衡？有些行銷人員很依賴網路媒體精確選擇目標市場（Micro-Targeting）的能力。有些行銷人員則認為應該盡可能地接觸到更廣大的目標市場。那麼，對於你的品牌而言，應該如何取得兩者之間最正確的平衡呢？答案或許有點令人沮喪：「視情況而定」。
What is the best way to get the right amount of reach but also the right precision? Some marketers are seduced by the promise of micro-targeted precision through digital media spend. Others go broad and target everyone. What is the right balance for your brand? Frustrating though it may be – the answer is “it depends”.
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氣喘與慢性阻塞性肺病的趨勢及變化
肺阻塞佔世界死因排名第四，預估將持續攀升。越來越多國際藥廠投入相關治療用藥，市場也發生了明顯的變化。LABA聯合LAMA將取代ICS聯合LABA FDC，成為肺阻塞的主要治療選擇並持續增長。而ICS聯合LABA FDC在氣喘治療的競爭更加激烈，差異化需求逐漸增加。
Chronic obstructive pulmonary disease (COPD) is now the fourth leading cause of death worldwide and is predicted by WHO to become the third by 2030. More and more international pharmaceuticals have increased investment in treatments for respiratory diseases, bringing significant changes to COPD and Asthma treatment market. LABA/LAMA has replaced ICS/LABA FDC to become the leading treatment choice for COPD and will continue its growth. We also found Increased competition of ICS/LABA FDC as asthma treatment, as well as the needs for differentiation.
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對於廣告的情感、關注與記憶 — 章節2/2
我們都知道，一個能夠搧動情緒的故事比較容易被記住，而這些故事也常常能夠影響我們的行為，因此，以情感為基礎的廣告通常比較能達到廣告效果。不過，一個真正有效的廣告，需要的不只是一個好的故事。
本文將概述廣告商是如何巧妙地運用情感刺激來影響消費者在品牌之間作的選擇。我們檢視人們如何去注意經過我們設計的情感刺激、如何將其保存於記憶中、之後又是如何從記憶中進行檢索，最後基於這些結果來分析其中的相互作用是如何帶來人們對品牌的取得意願。
We have always known that stories with the ability to stir our emotions get remembered. They also have the capacity to influence our behaviour. So emotion-based advertising can be highly effective, but to be truly effective it needs to be more than just a good story.
This paper outlines how advertisers can make optimal use of emotional stimuli with the aim of influencing people’s brand choices. To do that, we look at how people pay attention to, and both encode into memory and later retrieve, emotion- linked stimuli. Finally, we look at this evidence in the context of advertising to draw some conclusions about how these interact to deliver desired brand outcomes.
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對於廣告的情感、關注與記憶 — 章節1/2
我們都知道，一個能夠搧動情緒的故事比較容易被記住，而這些故事也常常能夠影響我們的行為，因此，以情感為基礎的廣告通常比較能達到廣告效果。不過，一個真正有效的廣告，需要的不只是一個好的故事。
We have always known that stories with the ability to stir our emotions get remembered. They also have the capacity to influence our behaviour. So emotion-based advertising can be highly effective, but to be truly effective it needs to be more than just a good story.
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未來保險品牌的新建立方針
面對訊息傳播快速的網路世界，以及不同投保通路的快速發展，保險業者應該建立更鮮明的品牌形象。不論是透過強化第一線人員與消費者間的互動關係，或是設立標準的服務流程等方式，業者應該努力讓消費者在每一次的互動中，留下對該品牌的正面印象。In face of this fast-information-spreading world and fast development of different channels, insurance companies should make more effort to build distinctive brand image in a comprehensive way. To strengthen delivered brand image, insurance companies should pay more attention to the moment that customers interact with insurance companies.
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銀行業的數位創新：讓專業的來吧！
銀行業者中的高階人員都深知，將資金投入內部創新的風險，是不太符合公司財政邏輯的，因此，最好的解決方法就是：將創新外包給專業。
Ipsos insight: Banking executives know their business best, and they say it doesn’t make solid financial sense to pour dollars into risky innovation in-house. The best solution: outsource it. -
打造一流的品牌資產
長久以來打造品牌差異化是許多品牌的終極目標，但在成熟的產品市場，太多競爭者都能滿足相同的消費者需求，差異化不再是能長久經營的策略。打造一流的品牌資產，才是讓品牌致勝的關鍵！
Differentiation has for a long time been the ultimate goal for brands. However, in mature markets where so many competitors meet the same consumer needs, differentiation is rarely sustainable. Getting brand assets right is a more sustainable way to continue to stand out from competitors and drive your brand to success.
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如何選擇代言人？
在這個娛樂和社交爆炸的時代裡，大眾對於名人的關注已經遠遠高於以往任何時代。各界行銷專家們當然不會錯過這樣的機會，炒作話題的同時亦不忘藉機帶上自己的品牌及商標來達到宣傳自己的目的。那麼，該如何在行銷活動中選擇正確的代言人，才能讓行銷效果最大化？In a time overwhelmed with entertainment and socializing, the public pays far more attention to celebrities and stars than ever. Naturally, smart marketing experts never allow to let any opportunities go. While hyping these hot topics, they would always bring forth their own brands or LOGO as an effort of propaganda.
Now, it’s time for us to calm down and reflect upon this question: how to select the right star spokesperson in marketing activities to maximise marketing results?