You asked me to develop ideas for a new brand strategy. As a reminder, this is the messaging(传达的信息；消息发送) that we use at the moment: "If you want to boil water, you need a kettle. If you need a kettle, you want the Brewmaster. The fast, reliable and affordable way to make the perfect drink." The positioning is practical, price-conscious(价格敏感的) and successful. But it is also unexciting(不令人兴奋的；平淡的). If we want to grow, we need to take a higher share of mind(心智份额；心理占有率) with a different sort of consumer.
你让我为新的品牌战略构思方案。提醒一下，我们目前使用的传讯内容是：“如果你想烧水，你需要一个水壶。如果你需要水壶，你会选择Brewmaster。快速、可靠、实惠，完美饮品的制作方式。”这一定位务实、价格敏感且成功，但同样乏味。如果我们想要增长，就需要与不同类型的消费者建立更高的心智占有率。
I have put some sample copy(样本文案；广告文案样品) for each positioning strategy below, and taken the liberty of(冒昧地做某事) adapting the product name and stressing(强调；着重说明) planned new features where that feels appropriate. I look forward to hearing your comments when we meet in a couple of weeks.
我在下面为每种定位策略都附上了样本文案，并冒昧地调整了产品名称，在认为合适的地方强调了计划中的新功能。期待几周后见面时听取你的意见。
Luxury. Water is the wellspring(源泉；源头) of life, the faint promise of evolution, the pulsing aquifer(蓄水层；含水层) of quintessence(精髓；典范). Water is the bringer of dreams, fragile and precious. Water is the mark of organisms taking shape, of mighty civilisations marching through the centuries, of the search for habitable planets in distant galaxies. And here on Earth, water is the source of profound(深刻的；意义深远的) moments of human connection. The Eau Chaud(拟法语品牌名，意为“热水”) is an idea more than it is an object. You never own a kettle. You merely look after it until the next conversation.(你从不拥有一个水壶，你只是照顾它直到下次谈话。)
奢侈品。水是生命的源泉，是进化微弱的许诺，是精髓涌动的蓄水层。水是梦想的使者，脆弱而珍贵。水是生物成形的印记，是伟大文明穿越世纪的征程，是在遥远星系中寻找宜居星球的过程。而在地球上，水是人际联结深刻瞬间的源头。Eau Chaud与其说是一个物品，不如说是一个理念。你从不拥有一个水壶。你只是照顾它，直到下一场谈话。