美国哈佛商学院有句名言:知识可以传授,但智慧不能传授。因此它所崇尚的案例法的精髓不在于让你强记内容,而是迫使你开动脑筋思考,苦苦地思考。本文以笔者长期积累的经验,总结跨国广告公司在中国市场上所做的六个品牌的广告案例,试图以之代表性地揭示当代广告的运作哲学,让读者领悟当代广告策划过程中的六大关键环节。即:做品牌定位、做品牌识别、做品牌形象、做品牌性格、做品牌创意概念和做品牌创意表现。 Harvard Business School has a famous saying: knowledge can be taught, but wisdom can not be taught. Therefore, the essence of the case law that it advocates is not that you force memorize the content, but forcing you to think hard and think hard. This article, based on the author’s long-term experience, summarizes the advertising cases of six brands made by multinational advertising companies in the Chinese market and attempts to reveal the operation philosophy of contemporary advertising representatively so that the readers can understand the six major advertising planning processes The key link. Namely: to do brand positioning, brand recognition, brand image, brand personality, concept of creative brand and do brand creative performance.