内容简介

　　本书为广告鬼才叶明桂继《如何把产品打造成有生命的品牌》之后，又一本介绍营销策略、广告创意、品牌塑造的倾力之作。一个广告老师傅40余年的心法总结，写给营销人员毫无保留的压箱底儿绝活。

　　全书注重实务操作和经验分享。通过丰富的案例分析，讲解策略、创意及品牌塑造的原理和方法。产品是偏好，品牌是偏爱。好的营销就是要让品牌与人建立一种偏心的关系，这是品牌能出圈的关键。这也是无论你在广告公司、创意公司、甲方市场，还是其他领域，都受用的传播逻辑。

　　作者简介

　　叶明桂

　　广告鬼才，纵横广告界40余年。1984年进入国泰建业广告（奥美广告前身），从业务策划开始入行，一路晋升为台湾奥美*高决策者之一。曾为许多知名企业打造无数脍炙人口的形象广告并帮助其提高品牌知名度，他经营过的客户和品牌超过200家，获奖无数。

　　目前叶明桂从台湾奥美离开，创立了个人企划公司——桂爷品牌策划。

Content introduction

This book is an effort to introduce marketing strategies, advertising creativity and brand building by Ye Minggui, a genius in advertising, after "How to build products into living brands". An advertising master of more than 40 years of the heart of the summary, written to the marketing staff without reservation of the bottom of the box.

The book focuses on practical operation and experience sharing. Through a wealth of case studies, explain the principles and methods of strategy, creativity and brand building. Product is preference, brand is preference. Good marketing is to let the brand and people to establish an eccentric relationship, which is the key to the brand can emerge. This is the same communication logic that works for you whether you work in an advertising agency, creative agency, client market, or any other field.

About the author

Cinnamomum leaf

Advertising talent, vertical and horizontal advertising industry for more than 40 years. In 1984, he joined Cathay Construction Advertising (the predecessor of Ogilvy Advertising), starting from business planning, and rose all the way to become one of the top decision makers of Ogilvy Taiwan. He has created countless popular image advertisements for many well-known enterprises and helped them improve brand awareness. He has operated more than 200 customers and brands and won numerous awards.

At present, Ye Minggui left Ogilvy Taiwan to set up his own planning company, GUI Ye Brand Planning.