在过去的几个月里，在媒体顾问的帮助下，它一直在努力工作，以淡化其轻松愉快的印象，打造更学术化、更严肃的形象。
Over the past few months, it has been working hard, with the help of media consultants, to play down its cosy reputation in favour of something more academic and serious.
西班牙旅游局有意利用社会媒体为西班牙打造崭新定位，突破西班牙“阳光与海滩”的传统形象。
The Spanish Institute of Tourism is looking to expand the image of Spain beyond a destination for the traditional "sun and beach" holiday by using social media.
“我们喜欢乔尔[伊万·尼克]打造的品牌形象，这在最近的汽车行业是弥足珍贵的，”圣菲利普先生说。
"We love the brand voice that Joel [Ewanick] has achieved, and that's rare in automotive these days," said Mr. Sanfilippo.
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