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“颠覆”市场,首先要找到致命的脉门。做了数年广告,有两个市场的策划最难驾驭,一为烟草;一为药品。这两个市场面临的同一个问题:绝不可越雷池半步的广告法。即使你发现了市场症结,就象被点了穴位,任你有多少修行,也不可能在这两个领域里拳打脚踢,大展身手,那是一种在夹缝中活动筋骨的滋味。97年5月,云南楚雄彝族自治州。在北方已然开始了夏季的躁动,这里却是凉风习习,天蓝得令人心醉。
To subvert the market, we must first find the deadly pulse. After several years of advertising, the planning of two markets is the most difficult to manage, one is tobacco; the other is medicine. The same problem faced by these two markets: Never admitting a half-step advertising law. Even if you find the crux of the market, it is like being ordered acupuncture points. If you have any number of spiritual practices, you will not be able to punch and kick in these two areas. It will be a kind of activity in the cracks. May 1997, Chuxiong Yi Autonomous Prefecture, Yunnan Province. In the north, the summer has begun to stir, but here is the breeze, the sky blue to be intoxicated.