In the question "Positioning: The Views That Have Ever Had the Most Impact on U.S. Marketing," there is an explanation of advertising slogans, saying that advertising is not a debate, advertising is a temptation.

To put it simply, advertising is not about you changing people's opinions, because generally speaking, people will only choose to believe what they want to believe.

Mao Lele sorted out the ideas discussed, such as: Baishi Spring, a classic mountain spring that is not out of the century.

Another example: we use BEST to forge for you, you will trust the spring water for a lifetime.

These, feel pretty good, but have been killed, Baishiquan is a new high-end mineral water produced by the new energy group, a bottle of 450 ml, the price of 17 yuan, take the boutique route.

Sometimes, the famous advertising slogan almost implements this trademark, such as "not all milk is called Trensu", and "Dove indulges in silkiness", etc., which seem to be just a few words, but it may be a few months of hard work for the company's team.

It is no exaggeration, for example, Nike's classic advertising core, a word at the end of the "refinement", but it is a plan launched by three advertising design companies in 09 for a whole year.

Of course, a good advertisement does not depend on the advertising words, but everything is built on the advertising words, such as Dove's advertisement, no matter how many times you shoot, or show that chocolate is as smooth as silk.

Cars, sneakers, etc., even more so, so it is an advertising word, but also the core of the advertising plan, sloppy, naturally a word and a punctuation mark must be buckled.

[We use BEST to forge for you, the spring water that you trust all your life.] ]

[I use the spring water that I forged for you with Baishi and trusted for a lifetime]

[We use the heart of the world, forged for you.] ]

……

There are more than 20 versions of one sentence, Mao Lele thinks that the advertisement for Baishiquan should be simple and forced, such as "Baishi Spring, Baishi" or "Spring, Baishi Forging", or even simpler "Quan, Baishi", after all, such an expensive mineral water, there is no need for too many exaggerated things, the price is forced there, and the publicity and distribution channels of the new energy company are also there.

Of course, Mao Lele just thinks about it casually, after all, she is still an intern, and she is only an intern in the planning department, and what the planning department has to do is to wait for the people in the creative department to determine the core, and then discuss the planning plan.

It's not a piece that is responsible at all, Mao Lele sorted everything into a small book, washed up and went to sleep.

Following.

Bidding farewell to yesterday's tiredness, a new one is coming, Mao Lele finished the mantra in the mirror and went out to work.

Maybe it was yesterday to buy the stock of "One Emperor" to make money, today's boss is still very happy, although he did not add two more fried dumplings to Mao Lele, but he also said hello happily.

When she came to the company and was doing her own thing, she saw the young lady and colleague who bought coffee yesterday, and ran back in shock, and drank two sips of water, a little frightened.

"What's wrong with the young lady?" asked Mao Lele.

"I was in the break for a cup of coffee and met our creative director. The young lady colleague said.

This is normal, although the company has rented the third floor of this office building, but the creative department and planning department are on the first floor, and the rest room is public, so it is not surprising to meet the creative director.

There must be a follow-up, Mao Lele continued to listen.

Then after awkwardly saying hello to each other, the director suddenly asked me if I had any ideas for the advertising lines of Baishiquan yesterday. The young lady's colleague said: "I was taken aback, and I directly said what I discussed yesterday, which is good." ”

The creative director then oh and stopped talking, and I came back without a cup of coffee. The young lady colleague said.

Mao Lele nodded, people who can't think of creativity often ask irrelevant people to seek some inspiration, which is very normal.

In the afternoon, the creative director met again, and there were two tasks for today, and the advertising core of the white bicycle had been made, which needed to be handed over to the planning department as a planning style.

In fact, at this time, the people in the planning department almost couldn't say anything, and the main reason why the people from the planning department held a meeting together was that the core of the advertising came out, that is, the creative department and the planning department handed over, and the connection between the two departments was very strong.

Therefore, it is better to let the planning department see the whole process of discussion by the creative department, so that there is no obstacle in the planning process.

After three hours of debate, the people in the conference room, one by one, went to the toilet, and they all went to the toilet for a round, and when they were nervous, they especially wanted to go to the toilet.

Mao Lele was a little tired, and he didn't dare to slack off after taking a breath.

"The planning department, do you have any thoughts on this time? The creative director said suddenly.

The people from the planning department, you look at me, I look at you, this is the first time, I have no experience, so the audience was quiet for a while.

"Ahem, if you have any ideas, just tell me and give Director Wen some ideas. The head of the planning department spoke, after all, it is not good to be silent like this.

After another period of silence, under the encouraging eyes of the head of the planning department, Mao Lele raised his hand and said: "The director and the minister, I have a little idea." ”

"What ideas to say. The creative director said.

"I think it's good to use the advertising slogan: Spring, Baishi. Mao Lele said a three-word advertising slogan.

The creative director's eyes lit up, as if he had thought of something, and at this time, regardless of whether he was an intern or not, said: "Why use such advertising words to tell me what you think." ”

"When I went back yesterday, I went to the supermarket to see, and the outer packaging of Baishi Spring mineral water is black and white, which is very cold and restrained, so I think maybe the simpler it is, the more satisfied the customer is, like Quan, Baishi's advertising lines. Mao Lele was a little stage frightened, but he still explained all his thoughts.

"Yes, it doesn't have to be complicated. The creative director seemed to have opened a new door to the north, and suddenly thought of a good core, and said excitedly: "Write it down: Spring, forge a hundred generations." ”

The people in the creative department hurriedly recorded, and the director was inspired and said: "It is true that there is no need too much to flaunt the mineral water itself, only to explain the advantages of the mineral spring itself, and the reason why this mineral water is so expensive is because it is a water source, a century-old mountain lake, and the water is indeed a hundred years of natural forging." ”

Immediately afterwards, the creative director proposed the style and core of the planning advertisement, which were the needs of the planning department to write down.

After another half hour, the meeting ended.

"Lele is good, it seems that you have turned your hand to catch it. The young lady colleague said.

"Really?" Mao Lele happily confirmed.

"Of course it's true, didn't you see that at the meeting, our minister looked at you with appreciation?"

Mao Lele returned to his seat stupidly, and received a text message after a while.