奥美品牌管理B

Customer

People come late to the brand an old man’s drink 人们接触品牌较晚，是一个老年男性的品牌

Young tend to dip in and out of brand 年轻人如蜻蜓点水般尝试一下

Channel 销售渠道

Focuses on extremes (hawker centres & Western-style pubs), leaving middle ground Chinese night spots under-leveraged 　 集中在终端

Younger drinkers surprised if Guinness is not available - but forgive outlet & switch brands 　 没有“Guinness”年轻人会很惊讶，但会原谅通路而转换品牌

Visual 视觉

Blackness is visibly different, striking and signifies masculinity 　 黑色是视觉差异， 意味着男性

In-bar signage is dusty 酒吧内的象征是灰尘