接到《广告人》杂志的稿约,要求就有关中国人寿的传播策略、品牌策略、媒介投放策略等方面给予点评。照例,先看案例。读罢,深思良久。最后,觉得从策略角度去评析中国人寿的所有,未免有些匠气。因为,在我的眼里,爱也好,责任也罢,是无法策划的。爱需要从心而发,才能穿越各种偏见、阻碍,真正感动上苍与众生;责任,也只有从心而动,才能坚守纯净的原野,真正撑起爱的大厦。因此,我对案例中所展示的那些专业的策略倒有些无动于衷了,而案例中的两处,却令我流连忘返: Received a copy of “Advertising People” magazine, asked for comment on China Life’s communication strategy, brand strategy, media delivery strategy and so on. As usual, look at the case. Reading, thinking for a long time. Finally, I feel that it is far from trivial to comment on all aspects of China Life from a strategic perspective. Because, in my eyes, love or responsibility, it is impossible to plan. Love needs to be made from the heart, in order to pass all kinds of prejudice, obstruction, really touched God and sentient beings; responsibility, only from the heart and move in order to stick to the pure wilderness, really prop up the building of love. Therefore, I am somewhat indifferent to those professional tactics shown in the case. However, two of the cases made me linger.