男性思维剖析

Q: How to avoid overuse of confidence? And how to approach some segments that may not use such kinds of successful approach, for example, the older generations?

A: How to avoid overuse of overconfidence? Well, I'm not saying use confidence, you know, like a lot of butter spread on the bread, but I'll answer the question by saying, if you have an inside, and if you have a product uniqueness, you put them together, you come out with a brand identity and then an advertising strategy, you never overdo it, because you never forget about the product. It's not just about inside; it's about inside married with the product and how the product helps the inside and how the inside helps the product. So, don't forget about the product. Don't just go and go with an inside, because a brand vision is a fusion of product and inside. For the old people. Frankly speaking, older people - by older people, I mean older than 42, 43. These people had a hard life, and they're not nearly as interested in all the subjects that we're talking about. So I really agree with you that for older people, they want the information, they want it practical, they want it useful. That's why it's so much about medicine. When you're still younger, it's not like that. So there's a huge difference between young and old in terms of interests and all these stuff, frankly speaking. So help them get through the day a little bit more easily and began with it.

Q: I think what a family wish from a man, or what a friend wish from a man is not only he is an expert, or whether he is aggression. It is whether he is responsible. So how can you utilize these during the advertising, to promote the company, the culture or the product?

A: Well, the fact is you don't just use something. You don't say, "OK, here is something." You never forget about the product, OK? Let's resist the temptation to think that one of these things can just be taken off from this presentation, put on a beer can label and then just used, right? You'll have to start from the product and the role of the product in the men's life and then see whether any of the stuff is relevant to what you're thinking. Therefore inside is the primary phrase, but it doesn't automatically lead to a successful ad. I know that that seems basic and I don't have an answer to how you just use an inside. It comes from the product.

Q: If you're invited to create a commercial for CEIBS admission to attract the man graduates to apply for CEIBS next year, among your 6 tools, which one would you choose first and why?

A: The answer is obvious. Number 2 - give him tools, let him have a tool. This is a course that understands what success is, what makes success, that it is new style of education that teaches people to integrate what's happening around them in a new way so that they can just not spot opportunities from behind but coming. That's what I would do. And I would spend so much on the production project, and I would have it filmed in Paris, France.

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