360度品牌管理

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Ogilvy 360 degree Chinese/English

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  • the set up of a proprietary database coordinated use of the database for single and multibrand communications
  • Vision and Values Ask if everyone has seen these statements/ are familiar with them Ask what they mean/ probe Ask what are their implications - immediate/ long term What should we be doing differently as a result? How have they changed us - People - Process - Profit Why have they not changed us as much as they should have? Link back to the ‘least interesting’ issues - draw connections
  • Steward Explain definition
  • Brand Steward What is its relevance in the Brand context How do people feel about being called ‘Steward’ Instill a sense of pride
  • 14
  • 15
  • Brand Explain definition Explain importance of ‘....earned a place...’ ‘ Brand-Building’ is much more than advertising
  • A to Z Explain process Essentially about spontaneous word association Done by a small group (say 8 to 10) who know the brand/ consumer well, including client team. Helps to bring in articulate people who may not be involved directly with the brand Spontaneity helps in two ways - overcomes suppressed feelings and emotions - because of ‘ping-ponging’ articulacy improves Note: A trained facilitator is critical for the process to be productive
  • Photo-montage Raguletto - Australia Explain key difference between A-Z (verbal bank) and Photomontage (visual bank) Main advantage lies in working with consumers to pull overlapping brands apart Explain case - Raguletto, Dolmio, Leggo all very similar brands - All focused on ‘Genuine Italian Taste’ - Technique revealed very distinct personalities/ associations - Show PhotoBoards - Dolmio - rustic Italian appeal, families, lots of hearty mood/ food - Leggos - focus on Food, more of an ingredient story - Raguletto - younger, more contemporary, quite fashionable. Lots of associations with young women. A clear element of fun and sensuality Show ‘Marcello’ campaign (3 TVC’s)
  • BrandPrint Explain we are now at Step 2 of the process Go through definitions Check group’s understanding/ provoke a discussion Spend time on “What it does....” and implications for us
  • BrandPrint Before presenting slide, ask group what they think is the process, how they have approached it in the past Talk through the process, reminding about flexibility, that this is so touchy-feely that it cannot be dictated Spend time on ‘Ownership’- one person must write but everybody must own The most important new idea here is exploring every sensory dimension consciously (e.g. how would a bank ‘smell’ .... cool/ professional or rich/ luxurious or warm/ homely?) Not everyone has the talent or ability to write good BrandPrints. Crucial to identify and treasure the few who can! Verbal articulation a must (it forces us to be absolutely precise). Other audio-visual expressions are add-ons, not substitutes
  • BrandPrint Discuss examples of the kind of language to be used It must be sensory It must be very evocative It must spring from things consumers have said
  • BrandPrint Explain each characteristic The real test is very subjective viz. the collective ‘AHA’ when the team instinctively knows that it is right. Difficulty/ frustration when the BrandPrint needs reworking again and again until it passes the ‘AHA’ test ; team must pull together and give writer enough time and encouragement One option is to research the finished BrandPrint among different consumer groups, to bring in objectivity
  • Competitive Advantages There is enough feedback - from clients and from our own people that Brand Stewardship offers us a clear and relevant competitive edge Reiterate all the advantages; we often take them for granted!
  • Beyond the Brand Print The big weakness of our current process is our assumption that writing the BrandPrint is the ultimate goal of Brand Stewardship Far more important is our ability to use the BrandPrint as our point of reference in everything we do The above only list some of the things we could use the BrandPrint for Enlisting the clients support is crucial; without it, the BrandPrint will remain words on a page
  • Hong Kong launch of Kraft Lite Singles Target research revealed that mom was looking for a fun way to keep the family healthy & fit Needed a media idea that was “fun” and communicated the benefit (keeping the family fit) Solution MTR (subway) fun-house mirror
  • Duracell Pager Advertising (July 1998) Pagers largest battery-operated appliances sector Media objective: impact with pager users MindShare solution? Place advertising ON pagers Ad followed pager-delivered weather reports via service providers in SH & BJ
  • How to Use It Before rating each item, make sure the owner of the item clarifies it to the group so there are no misunderstandings The group are invited to call their ratings for both intensity of involvement and interplay potential The score for involvement should always be called first, the score for interplay second Each member of the group has one chance only to vote. Or to abstain if the group rating is agreed with How to Facilitate It Start with the marker on the centre 5.5 position Remember that we are looking for an average of all the calls Resist the temptation to be overly influenced by the last call or by the call of the most senior person present Listen for the calls of the quieter members of the group. When there are no more bids, mark the point and move on When the group is polarised on an issue, mark the minority view as well as the majority view
  • How to Use It Before rating each item, make sure the owner of the item clarifies it to the group so there are no misunderstandings The group are invited to call their ratings for both intensity of involvement and interplay potential The score for involvement should always be called first, the score for interplay second Each member of the group has one chance only to vote. Or to abstain if the group rating is agreed with How to Facilitate It Start with the marker on the centre 5.5 position Remember that we are looking for an average of all the calls Resist the temptation to be overly influenced by the last call or by the call of the most senior person present Listen for the calls of the quieter members of the group. When there are no more bids, mark the point and move on When the group is polarised on an issue, mark the minority view as well as the majority view
  • 360度品牌管理

    1. 1. 1
    2. 2. 360 Degrees Brand Cascade June 30th- July1st Shanghai
    3. 3. Do You Feel That You Are……. 你是否觉得你是… ... <ul><li>In the right industry? 在一个正确的行业工作 ? </li></ul><ul><li>With the right agency? 在一个正确的公司工作 ? </li></ul><ul><li>At the right time? 在正确的时间 ? </li></ul>360 Degree Branding is a terrific opportunity for our brands, our clients & for ourselves 对品牌、客户和我们自己而言, 360 度品牌管理是一个巨大的机会
    4. 4. Individual Pre-session Exercise: Framing the Agenda 个人练习: <ul><li>Based on what you know now about 360 Degree Branding, write down on the card what you believe to be the three key issues we need to address to be successful 基于你对 360 度品牌管理的了解,在卡片上写下你认为带来成功的三个主要观点 </li></ul><ul><li>An issue is something we have to do something about 观点是一些我们必须要做的事情 , 它包含 </li></ul><ul><ul><li>An opportunity 机会 </li></ul></ul><ul><ul><li>A problem 问题 </li></ul></ul><ul><ul><li>A balance we need to make between two or more things 在几件事情之间我们需要做的平衡 </li></ul></ul>
    5. 5. Agenda 议程 <ul><li>Introduction- the why and the what 为什么会有 360 度,什么是 360 度 </li></ul><ul><li>The How- four parts of 360 thinking 如何运用 ( 360 度思考的四个部分) </li></ul><ul><ul><li>Challenge 挑战 </li></ul></ul><ul><ul><li>Brand Print 品牌写真 </li></ul></ul><ul><ul><li>Idea 想法 </li></ul></ul><ul><ul><li>Brand World 品牌世界 </li></ul></ul>
    6. 6. <ul><li>Why 360 Degree Branding? 为什么产生 360 度品牌管理? </li></ul>
    7. 7. Worldwide Task Force Report: Two Years Ago <ul><li>We operate in silos 我们在井中作业 </li></ul><ul><li>Our business is being pushed downstream 我们的事业正走向下游 </li></ul><ul><li>Management consultancy threat with CEO level contacts 管理顾问公司威胁到 CEO 层面的接触 </li></ul>Recommendation 建议 Focus the agency on 360 Degree Branding as a way of adding value and getting back upstream 将公司集中到 360 度品牌思考 , 以增加我们的价值 , 让事业重新走向上游
    8. 8. Direct related to new distribution High end PR CEO Brand Manager 品牌经理 Marketing Director 行销总监 Strategic 策略的 Operational 运作的 Tactical 战术的 Direct Advertising Sales Promotion Low end PR
    9. 9. Needs 需求 <ul><li>We are in the knowledge business 我们处在一个需要知识的行业 </li></ul><ul><li>We need more knowledge 我们需要更多的知识 </li></ul><ul><li>We are in the ideas business 我们处在一个需要想法的行业 </li></ul><ul><li>We need more ideas 我们需要更多的想法 </li></ul><ul><li>We are in the brand business 我们处在一个建立品牌的行业 </li></ul><ul><li>We need more influence on the total brand 我们需要在整个品牌上有更多的影响力 </li></ul>
    10. 10. What Sort of Company Do We Want to Be? 我们希望成为一个怎样的公司? The Unlimited Brand Company 无限品牌公司
    11. 11. Unlimited <ul><li>We cross disciplines in a 360 Degree way 通过 360 度思考跨越专业 </li></ul><ul><li>We cross borders 跨越边界 </li></ul><ul><li>We challenge barriers 挑战障碍 </li></ul><ul><li>We take it all the way through 我们全方位运用 </li></ul><ul><li>Insight...Ideas ...Execution ...Evaluation 洞察… IDEA… 执行…评估 </li></ul><ul><li>We build the brand to its full potential 我们将品牌建立至极限 </li></ul>
    12. 12. Imagine all communications reflecting the same deep insight 试想一下 , 所有的传播 都反映到相同深度的 洞察 Imagine all media contributing to the campaign as a whole 试想一下 , 所有媒介都 整体贡献在传播活动上
    13. 13. Since That Initial Task Force: Worldwide <ul><li>Absorb philosophy 吸收哲学 </li></ul><ul><li>Period of debate - keep individual disciplines 保持独立的原则 </li></ul><ul><li>Experiments on how to work together differently 尝试如何共同协作 </li></ul><ul><li>Gains on key accounts 来自重要客户的经验 </li></ul><ul><ul><li>Amex business partnership Amex 商业伙伴 </li></ul></ul><ul><ul><li>IBM increase share of client total budget (key measure) </li></ul></ul>
    14. 14. Ogilvy Resources in Asia Pacific 奥美在亚太区的资源 Adver One to Public Design/ Media -tising One Relations Identity Promotion Buying Australia • • • Bangladesh • China • • • • • Hong Kong • • • • • • India • • • • • • Indonesia • • • • • • Japan • • Malaysia • • • • • • New Zealand • • • • Pakistan • • Philippines • • • • Singapore • • • • • • South Korea • • • • Sri Lanka • • Taiwan • • • • • • Thailand • • • • • Vietnam •
    15. 15. Structural and Attitudinal Obstacles to Implementing 360 Degree Branding 实行 360 度品牌管理的障碍 <ul><li>Three tools to help remove the obstacles </li></ul><ul><li>三个帮助消除障碍的工具 </li></ul><ul><li>Changed structure 改变的结构 </li></ul><ul><li>Brand Teams 品牌团队 </li></ul><ul><li>Brand Profit & Loss (P&L) 品牌损益 </li></ul>
    16. 16. Agreed Structure for a 360 Degree Agency ( 360 度代理商的结构) CREATIVE (创意) Adv 广告 Finance, Admin and IT partners ( 财务、行政、 IT 部门) Sales Promotion 销售推广 Head 主管 Head 主管 Head 主管 Head 主管 One 直效行销 Public Relations 公共关系 Identity 视觉设计 Head 主管 HEAD OF COUNTRY (地区主管) Consulting IMAGINEERS Multi-disciplinary Brand Teams 多元化品牌团队
    17. 17. The Brand Team 品牌团队 <ul><li>A leader who leads 一个品牌领导者 </li></ul><ul><li>Team members who connect 接触紧密的成员 </li></ul><ul><li>Sitting together, ideally 理想状况下,应该坐在一起 </li></ul>
    18. 18. The Brand P&L 品牌损益 <ul><li>Share of client target 分享客户的目标 </li></ul><ul><li>A P&L which reports horizontally 垂直报告的损益 </li></ul><ul><li>Jobs tracked at an individual level 工作遵循独立的层面 </li></ul><ul><li>Income distributed and profit distributed pro rata versus hours spent 收入和利润根据时间花费进行分配 </li></ul>
    19. 19. Agreed Structure for a 360 Degree Agency ( 360 度代理商结构) Finance, Admin and IT partners Head Head Head Head Head HEAD OF COUNTRY Multi-disciplinary Brand Teams Consulting Adv Sales Promotion One Public Relations Identity CREATIVE Country P&L 地区损益 IMAGINEERS Brand P&L 品牌损益
    20. 20. <ul><li>What 360 Degree Does For Us 360 度可以为我们做什么? </li></ul>
    21. 21. What is the Territory of a Brand? 一个品牌的版图是什么? Six inches wide 6 英寸宽 Grey and wet Mysterious
    22. 22. A Brand Is The Totality Of What The Customer Experiences 一个品牌是消费者所经历的总和 Line extensions 产品延伸 Sales promotion 促销活动 Service experience 服务经验 Word of mouth 口碑 Receptionists style 接待人员的风格 Prejudices 偏见 Quality 质量 Design and colour 设计和色彩 Packaging 包装 Retail environment 零售环境 Delivery trucks 送货车 Your showrooms 展示厅 Corporate reputation 企业声誉 Telemarketing scripts 电话行销记录 Taste 口味 Price 价格 The way the telephone is answered Social attitudes 社会态度 Collective memory 记忆累计 Government endorsement 政府认可 News media 新闻媒体 Employee relations 雇员关系
    23. 23. In 360 Degree 在 360 度过程中 <ul><li>You have to anticipate every encounter a customer is going to have with your brand 你必须预见消费者与品牌的每一次接触机会 </li></ul><ul><li>You must customize the message for each encounter 针对每一次机会,设计需要传达的信息 </li></ul><ul><li>You are arranging the encounters to make sure they enrich the customer‘s overall experience with a brand 设计安排这样的机会,以保证可以增加消费者与品牌的经验 </li></ul>
    24. 24. Scraps and Straws That Add up to the Most Valuable Asset a Company Has A 360 Degree Brand
    25. 25. 360 Degree Brand Stewardship 360 度品牌管家 <ul><li>Creates great ideas that move our brands ahead at each point of contact between the brand and its customers 创造伟大的“ IDEA” ,让我们的品牌在与消费者的每一次接触中都可以向前发展 </li></ul><ul><li>Selects the richest points of customer involvement on which to focus our efforts 选择最有效的接触点,将我们的努力集中在这些方面 </li></ul>
    26. 26. 360 Degree Brand Stewardship 360 度品牌管家 <ul><li>Improves the relationship between clients and their customers 增强客户和消费者之间的关系 </li></ul><ul><li>Increases Client value in terms of market share, profit and share price 增加客户的市场份额,利润和股票价格 </li></ul><ul><li>Adds future Client value by driving new opportunities 通过驱动新的机会来增加未来客户价值 </li></ul><ul><li>Allows us to be well paid for using our creativity in the pursuit of this cause 让我们得到更好的利润回报 </li></ul>
    27. 27. Our 360 Degree Brand Thinking 360 度品牌思考 <ul><li>Cracks the non-traditional customer in Singapore </li></ul><ul><li>Generates profits from dreams in Taipei </li></ul><ul><li>Milks sport for all it is worth in Thailand </li></ul><ul><li>Silences a Whisper with confidence in Korea </li></ul><ul><li>Makes money out of striptease in the Philippines </li></ul><ul><li>Turns an advertising property into a populist slogan in Indonesia </li></ul><ul><li>Discovers the power of self discovery in China </li></ul>
    28. 28. In the Beginning Was a Blank Sheet of White Paper on Which a Press Ad Was Written 最初的广告是写在报纸上的平面广告
    29. 29. Along Came TV Which Worked to the Same Basic Shape 伴随电视的诞生,广告工作仍然保持基本形状
    30. 30. So Heads Started to Become the Same Shape 因此,头脑也逐渐变成同样的形状
    31. 31. To Fit the Briefs Which Were the Same Shape - Square Pegs Into Square Holes 以适应同样形状的广告简报
    32. 32. So Adman Looked Like This 所以,广告人看起来都是这个样子的
    33. 33. Then Along Came Some Other Sorts of Briefs 随着其他类型简报的产生 Direct 直效行销 Public Relations 公共关系
    34. 34. So Different Shaped Heads Were Required 导致对不同形状头脑的需求
    35. 35. To Make up the Full Orchestra of Disciplines 为建立整个管弦乐队
    36. 36. Specialisation Can Create Walls & Silos 专业化创造墙和井
    37. 37. Silo? 井? A large tower for the storage of grain or cement 一个储藏谷物或水泥的塔形建筑 No windows to look in or out of 没有窗可以从里面看到外面 或从里面看到外面
    38. 38. Plus Other Sorts of Briefs 加上其他类型的简报
    39. 39. Old Integration 以前的整合 <ul><li>Each discipline sits in a silo 每个专业都坐在井里面 </li></ul><ul><li>Strategy is developed in a lead discipline (usually advertising) 策略在主导专业中发展(通常是广告) </li></ul><ul><li>The lead discipline develops its idea (usually television) 主导专业发展它的“ IDEA” (通常是电视) </li></ul><ul><li>Other disciplines are given the idea and asked follow it to produce a uniform look and feel (usually very close to a deadline) 其他专业在既定的“ IDEA” 下, 被要求根据它发展统一的外观和感受(通常离最后期限很接近) </li></ul>
    40. 40. What’s Changed 引起哪些变化? <ul><li>Rising cost of television 抬高电视的费用 </li></ul><ul><li>Media fragmentation 媒介破碎分离 </li></ul><ul><li>New media - Internet, cable, video on demand 新媒体的诞生 ---- 互联网、有线电视、点播录像 </li></ul><ul><li>Importance of endorsement 背书的重要性 </li></ul><ul><li>Search for better value from brand spending 在品牌投资中寻求更好的价值 </li></ul>
    41. 41. We Need to Change the Shape of Our Heads to Approach 360 Degree Brand Thinking 为实行 360 品牌思考,我们需要改变我们头脑的形状 ?
    42. 42. The New 360 Degree Branding Approach 新的 360 度品牌建立方式 <ul><li>Work as a Brand Team from the start so thinking develops in a discipline - rich way and is anchored in the BrandPrint 开始即以品牌团队进行工作,在一个原则下进行思考 -------- 多样的方法,以品牌写真为依据 </li></ul><ul><li>Come up with a big Idea 产出一个“ BIG IDEA” </li></ul><ul><li>Chose points of contact to intensify the involvement of the brand in people’s lives 选择接触点,加强品牌在人们生活中的融入度 </li></ul>
    43. 43. The New 360 Degree Branding Approach 新的 360 度品牌建立方式 <ul><li>Ensure interplay between all executional elements to bring the Brand Idea alive whether 确保所有可执行元素间的相互影响, 以使品牌 IDEA 诞生,无论 </li></ul><ul><ul><li>single, dual or multiple disciplines are used 是否运用到单一、双重还是多元的专业 </li></ul></ul><ul><ul><li>Ogilvy companies deliver all the executions or not 是否所有的执行工作都由奥美的公司完成 </li></ul></ul>
    44. 44. <ul><li>The best chance of being 360 Degree is when you have a very strong idea. If it’s strong, it will start to happen naturally </li></ul><ul><li>“ 成为 360 度的最大机会是当你有一个很强的 IDEA , 如果 IDEA 够强, 它会很自然成为 360 度。” </li></ul><ul><li>Shelly Lazarus </li></ul>
    45. 45. To Go Along With Our New Heads We Need 为了配合我们的新头脑,我们需要: <ul><li>Stimuli to provoke new thinking 激发新思维的工具 </li></ul><ul><li>New ways of working together that 新的协作方式 </li></ul><ul><ul><li>use the full resources of the Brand Team 运用品牌团队的所有资源 </li></ul></ul><ul><ul><li>avoid wheel-spinning and duplication of effort 避免重复劳动 </li></ul></ul><ul><ul><li>maximise our creativity 最大化我们的创造力 </li></ul></ul>
    46. 46. To Go Along With Our New Heads We Need 为了配合我们的新头脑,我们需要: <ul><li>Practice to ensure we can 锻炼可以保证我们 </li></ul><ul><ul><li>pick the rough diamonds from the river gravel 在沙砾中筛选出钻石 </li></ul></ul><ul><ul><li>cut and polish them to give our brands true brilliance 切割、打磨,给予我们的品牌真正的光彩 </li></ul></ul><ul><li>Cases to inspire us along the way 案例可以激发我们 </li></ul>
    47. 47. Biggest Recipe for Disaster 导致灾难的最大因素 <ul><li>Believing it is an end in itself </li></ul><ul><ul><li>losing sight of the end result by getting obsessed with the process 丧失对结果的预见,沉迷在过程中间 </li></ul></ul><ul><ul><li>thinking that the job can be done if we just answer a set of questions and complete a set of forms 认为仅仅回答一系列问题,填完一些表格即可让工作得以完成 </li></ul></ul>
    48. 48. Other Recipes for Disaster 其他导致灾难的因素 <ul><li>Feeling that it is quicker if we do it by ourselves without involving the Brand Team 认为自己个人作业要比品牌团队作业来得快 </li></ul><ul><li>Generating lists of everything that could be done without prioritising those elements that will work together to get the brand more involved in peoples’ real lives 罗列每件事情,不从品牌融入消费者生活的角度来考虑优先顺序 </li></ul><ul><li>Seeing 360 Degree as cross-selling or just carving up a budget 将 360 度看作跨领域销售或仅仅作为瓜分预算的方法 </li></ul>
    49. 49. Differences Between Old Fashioned Integration and 360 Degree Brand Thinking 360 度品牌思考与整合概念的差异性 <ul><li>Integration 整合 </li></ul><ul><li>Laundry list of opportunities all of which would be nice to do but don’t necessarily solve the critical issue 罗列所有的机会点,有些可能还不错,但并不是解决关键问题所需要的 </li></ul><ul><li>No strategic guiding principle 没有策略指导原则 </li></ul><ul><li>Idea acts as superficial badging device IDEA 仅作为表面的东西 </li></ul><ul><li>360 Degree Brand Thinking </li></ul><ul><li>Solving the critical challenge of the brand 解决品牌面临的主要挑战 </li></ul><ul><li>Operating within a strategic framework, with different roles to achieve the goal 在策略框架下运作,从不同角度达到目的 </li></ul><ul><li>Driven by an idea, which it extends 以可延伸的 IDEA 为指导 </li></ul>
    50. 50. We Assume That We Have Already Done Our Homework 我们假设我们已经做完我们该做的功课 <ul><li>Some agencies scorn research, marketing and homework. They skid around on the surface of irrelevant brilliance </li></ul><ul><li>At Ogilvy we ask you to do your homework and create brilliant campaigns </li></ul><ul><li>David Ogilvy </li></ul>
    51. 51. Sequence Of 360 Degree Brand Thinking 360 度品牌思考的顺序 <ul><li>In 360 Degree thinking everything connects with everything else 在 360 度思考中,每件事情之间都有关联 </li></ul><ul><li>There is a natural sequence for the team to move through 存在一个自然顺序 </li></ul><ul><li>But we need to check back to insights from previous stages to provide stimulus and ensure that everything fits together and is consistent 但我们仍然需要不是回顾前阶段的洞察,以提供刺激材料和确保每件事配合得很好,确保他们的一致性。 </li></ul>
    52. 52. The Elements 主要元素 Brand Scan 品牌扫描 Brand Audit 品牌检验 Points of contact 接触点 Challenge 挑战 BrandPrint 品牌写真 Idea Brand World 品牌世界 Executions 执行
    53. 53. What We Need Discover the Challenge facing the brand in a 360 Degree way 从 360 度的角度,发掘 品牌面临的挑战 Describe the Brand’s DNA 描述品牌的 DNA Challenge 挑战 BrandPrint 品牌写真 Brand World 品牌世界 Create a world which maximises the interplay between the brand and its customers at various points of contact 创造一个世界,让品牌和它的消费者之间在各个不同接触点的相互影响达到最大化 Idea
    54. 54. How We Get There 如何达到? Brand Audit 品牌检验 Brand Scan 品牌扫描 Points of contact 接触点 Gathering, ordering and interpreting information about the brand in a 360 Degree way 从 360 度的角度,收集、整理、解释关于品牌的各种讯息 Understanding the unique relationship between the brand and its customers 了解消费者与品牌的独特关系 Defining the areas where the brand can intensify the impact it has on people’s lives 确定品牌可以增强其对人们生活影响的接触点
    55. 55. 2
    56. 56. From Brand Scan to Challenge 从品牌扫描到挑战
    57. 57. Where the Brand’s Problems Lie 品牌的问题在哪里? Brand Scan 品牌扫描 Challenge 挑战
    58. 58. Equities 资产 <ul><li>A 360 Degree brand is a composite of different, inter-related strengths or equities 一个 360 度的品牌是不同内在相关的优势和资产的组合 </li></ul><ul><li>We use six equities to look at a brand in a comprehensive way 我们运用六个方面来观察一个品牌 </li></ul><ul><li>We a ssess the strengths and weaknesses on each as a health check on the brand 就像品牌的健康检查,我们得到每个方面品牌的优势和弱点 </li></ul>
    59. 59. A Composite of Six Interrelated Equities 6 个方面资产的组合 Image 形象 Goodwill 商誉 Product 产品 Customer 消费者 Visual 视觉 Channel 销售渠道
    60. 60. The Brand Team Needs To Know <ul><li>Product 产品 </li></ul><ul><li>How the product performance supports the brand 产品的表现如何支持品牌? </li></ul><ul><li>Image 形象 </li></ul><ul><li>Whether the brand’s image is strong and engaging 是否品牌形象很强并且吸引消费者? </li></ul><ul><li>Customer 消费者 </li></ul><ul><li>How strong the brand’s customer franchise is 品牌消费者的特权有多强? </li></ul>
    61. 61. The Brand Team Needs To Know <ul><li>Channel 销售渠道 </li></ul><ul><li>How well the brand is leveraged in the trade environment 通路环境对品牌的影响如何? </li></ul><ul><li>Visual 视觉 </li></ul><ul><li>Whether the brand presents a clear, consistent and differentiating presence 是否品牌具有清晰、持续和差异化视觉形象 </li></ul><ul><li>Goodwill 商誉 </li></ul><ul><li>Whether the brand is endorsed by influencers and the communities in which it lives 是否品牌被“影响者”和社会团体所认可? </li></ul>
    62. 62. Recognise this Brand? 辨认这个品牌
    63. 63. What Are Its Equities? 什么是它的资产? Unusually this Brand was built with no advertising support 通常这个品牌没有广告的支持
    64. 64. Health Check: Amex versus Diners in Hong Kong Amex 和 Diners 品牌健康检查 Image Goodwill Product Customer Visual Channel Goodwill Product Customer Visual Channel Image
    65. 65. Health Check: Amex versus HSBC Visa in Hong Kong Amex 和 HSBC 品牌健康检查 Image Goodwill Product Customer Visual Channel Goodwill Product Customer Visual Channel Image
    66. 66. Not Until We Have Assessed Where the Strengths and Weaknesses of the Brand Are on These Six Equities 只有当我们了解品牌在 6 个方面的强、弱 <ul><li>Can we start to determine what the brand could do to be stronger 我们才能决定做些什么可以让品牌变得更强大 </li></ul><ul><li>And can we define the Challenge facing the brand 我们才能确定品牌面临的挑战 </li></ul>
    67. 67. Equities 资产 <ul><li>Equities are not disguises for group companies or communication disciplines 资产不是一群公司或多种传播方法的伪装 </li></ul><ul><li>However, different disciplines clearly have more impact on some equities than on others 然而,不同的方法在某些资产方面会比其他的方法更有影响力 </li></ul>
    68. 68. What We Use to Help Discovery 我们运用什么来帮助发掘? <ul><li>The background of our basic knowledge and homework about the brand 我们的基本知识背景和关于品牌的功课 </li></ul><ul><li>A facilitated meeting of the Brand Team including MindShare 具有促进作用的品牌团队会议(包括传立) </li></ul><ul><li>Stimuli selected from a shuffle deck of questions across the equities to provoke thinking and focus discussion (it does not matter which equity we start the discussion with) 激发思考和讨论的“扑克牌” </li></ul><ul><li>And the Compass Dial as a visual prompt 视觉化工具 “ 指南针” </li></ul>
    69. 69. Stimuli Questions in the Shuffle Deck: Product Equity “ 扑克牌”中的问题:产品层面 <ul><li>What makes this product superior to the competition? 这个产品优于竞争品牌的原因有哪些? </li></ul><ul><li>Does the product performance live up to expectations in all its aspects? 产品的表现符合在所有方面的期望? </li></ul><ul><li>Are there things about this product which, if better known, would enhance its appeal? 是否存在有关这个产品的某些事情,如果大家都知道,可以增加这个产品的吸引力? </li></ul>
    70. 70. Stimuli Questions in the Shuffle Deck: Product Equity “ 扑克牌”中的问题:产品层面 <ul><li>Does this product have the optimum price-value equation? 是否这个产品具有最佳的价格 -- 价值比? </li></ul><ul><li>If there is a range of products, how do they clarify or confuse the proposition? 如果有一系列产品,他们是否让主张变得更清晰或者更混乱? </li></ul><ul><li>If you had a free hand, are there any things about the product (presentation/design/size etc) you would change to make it more attractive? 如果你可以自由发挥, 是否有任何你希望改变的方面,(包括:设计、尺寸等),让这个产品更具吸引力? </li></ul>
    71. 71. Example: Jaguar Is a Quirky Brand 例子: Jaguar 是一个诡异的品牌 <ul><li>The engineers built back features into the product to reinforce this product equity </li></ul><ul><li>e.g. an instrument dial in a unusual place </li></ul>Or the rubber duck on the side of the bath in the Conrad Hotel
    72. 72. Stimuli for Image Equity 形象层面 <ul><li>Are the values or attitudes this brand owns relevant to the market today? 品牌所拥有的态度和价值是否与今天的市场有关? </li></ul><ul><li>Does the brand lead or follow trends set in the market place? 品牌是否引领或追随在市场中的潮流? </li></ul><ul><li>Who feels closest to the brand - a discrete group, or a wide range of people? 哪些人与品牌最接近?部分人群还是广泛的人群? </li></ul><ul><li>To what extent is the brand presented in a distinctive manner compared to the competition? 与竞争品牌相比,品牌的风格独特到哪种程度? </li></ul>
    73. 73. Stimuli for Image Equity 形象层面 <ul><li>Is there a strong idea underpinning the brand’s image? 在品牌的形象背后,是否存在一个很强的“ IDEA” ? </li></ul><ul><li>To what extent is the brand’s share of voice an influence on its image strength? 品牌的“ SOV” 对品牌强弱的影响有多大? </li></ul><ul><li>If there is image weakness, is it because the brand is being wrongly presented or not supported in the right way? 如果存在形象上的弱点,是因为品牌以错误的方式被呈现,还是没有以正确的方式被支持? </li></ul>
    74. 74. Example: Ponds Skin Lightening in Japan <ul><li>Weighed down with a ‘grandmother’s cold cream’ reputation 重负“祖母的冷霜”的形象 </li></ul><ul><li>Needed to skip a generation to rejuvenate image, and appeal directly to a new group of young women 需要跳过一代,让品牌形象得以重生。并且直接吸引新一代的年轻女性 </li></ul><ul><li>Double White skin lightening cream made Pond’s once again seem an innovator (after following the trends for a generation) 双重美白霜让 Pond’s 又一次被看作创新者 </li></ul>
    75. 75. Stimuli for Customer Equity 消费者层面 <ul><li>At what point in their lives, and for what reasons, do customers start and stop coming to the brand? 在生活中的哪些点?基于何种原因?消费者开始接触品牌或不再接触本品牌? </li></ul><ul><li>Is the brand popular amongst the people who should be its natural users? 在品牌的自然使用者中,本品牌是否被广为接受? </li></ul><ul><li>In looking for new customers, to what extent is the brand targeting its best volume opportunity? 在寻求新的消费者时,品牌目标达到它潜力的多少? </li></ul><ul><li>Who is more important to influence, the purchaser or user of this brand? 谁对品牌更有影响力? 品牌使用者还是品牌的购买者? </li></ul>
    76. 76. Stimuli for Customer Equity 消费者层面 <ul><li>What is the value to the brand of its best or most loyal customers? 品牌忠实消费者对品牌的价值是什么? </li></ul><ul><li>Is the brand over-dependent either on its loyal customers or a constant arrival of new users? 是否本品牌过分依赖于忠实消费者和新进消费者? </li></ul><ul><li>Is this brand getting its fair share of the customer’s wallet? 是否本品牌得到其应该得到的份额? </li></ul><ul><li>Does this brand treat its best customers as customers for life? 是否该品牌对待它最好的消费者如同生活中的消费者? </li></ul>
    77. 77. In Most Countries Nestlé Enjoys Unique Customer Equity Advantages Linked to Its Product Portfolio <ul><li>A range covering a wide set of needs across family lifestages, from mothers to be to senior adult nutrition 涵盖大范围的家庭生活所需,从母亲到高级成人营养 </li></ul><ul><li>Umbrella branding extending into many aspects of the customer ’s life (unlike Unilever) 品牌扩展到消费者生活的很多方面 </li></ul><ul><li>Therefore the ability to realise the value of the customer in portfolio and through time 有能力了解消费者的价值 </li></ul>
    78. 78. Stimuli for Channel Equity 销售渠道方面 <ul><li>Does the existing mix of different channels work to the best advantage of the brand’s sales and image? 现有的不同销售渠道的组合, 是否给品牌的销售和形象带来最大的好处 </li></ul><ul><li>Are there new potential channels to explore? 是否有潜在的销售渠道可以发展? </li></ul><ul><li>Within the critical channels, is the brand effectively distributed and displayed? 在重要的销售渠道, 品牌是否被有效的铺货及展示? </li></ul><ul><li>Do sales force and channel activity work well together? 销售力量和渠道活动是否配合得很好? </li></ul>
    79. 79. Stimuli for Channel Equity 销售渠道方面 <ul><li>Can sales leads be traced if they are sold through the channel? 销售痕迹是否可以被追踪到? </li></ul><ul><li>How important is the brand to the channel, and how does the Trade feel about the brand? 本品牌对销售渠道的重要性如何?销售渠道对品牌的意见如何? </li></ul><ul><li>What do potential customers know about where to find the brand, and is it enough? 潜在消费者是否知道在哪里可以买得到本品牌?这是否足够? </li></ul><ul><li>Are Business Partners working to the best advantage of the brand? 商业伙伴是否给本品牌最大的益处? </li></ul><ul><li>How effectively does after-sales service support the brand? 售后服务如何有效地支持本品牌? </li></ul>
    80. 80. Amex <ul><li>Can show relatively weakness in channel equity </li></ul>
    81. 81. Stimuli for Visual Equity 视觉方面 <ul><li>To what extent is the brand’s look and feel aligned to the corporate vision & values which underpin the brand? 品牌的外观和感受与公司远景及价值观的紧密程度如何? </li></ul><ul><li>Is the relationship between corporate and product brands working optimally? 公司品牌与产品品牌之间融合得是否最好 ? </li></ul><ul><li>Looking at the product brand, how well articulated are colours, logos, symbols associated with the brand? 与品牌有关的色彩、 logo 、符号等是否阐述得够清楚? </li></ul><ul><li>Do all the visual aspects of the brand give a contemporary feel? Or a category - leading impression? 品牌所有的视觉方面是否有当今的感觉?或者是否觉得有一个品类领导者的感觉? </li></ul>
    82. 82. Stimuli for Visual Equity 视觉方面 <ul><li>Is the brand present everywhere in the outside world? 本品牌在外部世界是否得可以看得见? </li></ul><ul><li>How strong is the visual impact of the brand in store? 品牌在店头的视觉冲击力有多强? </li></ul><ul><li>To what degree are all the aspects of the brand’s visual presence consistent with each other? 品牌视觉各个方面的一致性如何? </li></ul>
    83. 83. Before Enterprise Developed a New Visual Identity for HK Post, Name Cards Were All Different 香港邮政 (视觉整合以前)
    84. 84. By Contrast, the Strong Visual Equity of Amex 相反,美国运通卡有很强的视觉资产
    85. 85. Stimuli for Goodwill Equity 商誉方面 <ul><li>Are there any social trends which are likely to increase or decrease demand for the brand in the future? 是否存在任何社会趋势,在将来会影响到对本品牌的需求增减? </li></ul><ul><li>Are there any external issues which affect this brand, either positively or negatively? Can any be created? 是否有外部观点会影响到本品牌? (正面的或负面的观点)能否创造这样的观点? </li></ul><ul><li>Who in the world at large has a big influence on this brand or the decision-making of its consumers? 谁对这个品牌有最大的影响力?对消费者购买决定有影响力? </li></ul>
    86. 86. Stimuli for Goodwill Equity 商誉方面 <ul><li>How favourable is the media coverage this brand receives? 这个品牌得到的媒体方面的照顾有多好? </li></ul><ul><li>How do professional experts feel about recommending the brand to others? 专家在推荐这个品牌时的感受如何? </li></ul><ul><li>Does the brand publicly live up to its promises? 是否这个品牌符合它的承诺? </li></ul><ul><li>Is the brand a good citizen of the community? 本品牌是否是一个良好的社会公民? </li></ul><ul><li>How do the brand’s own employees feel about being associated with the brand? Is their behaviour aligned with the CEO’s vision? 当与本品牌有联系时, 品牌自己雇员的感受如何? </li></ul>
    87. 87. Example
    88. 88. <ul><li>From : J. Nasser </li></ul><ul><li>Sent Friday , November 19, 1999 1:41PM </li></ul><ul><li>To Ford Employees and others </li></ul><ul><li>Yesterday, Bill Ford and I spent much of the day with a group of our senior leadership discussing one of our key areas of competitive advantage --corporate citizenship </li></ul><ul><li>Traditionally , many of us have considered corporate citizenship as philanthropy and volunteer programs. Let me assure you it is much more than that. It’s about who we are,what we offer in the marketplace and how we conduct our business. It’s our reputation….. </li></ul><ul><li>Expectations for performance by large global companies are much greater than ever. It is no longer enough for us just to produce good products and employ and treat people fairly. We are expected to help find solutions to the environmental, social and economic problems facing the world </li></ul>
    89. 89. Xerox 施乐 <ul><li>30 minutes after a deranged employee had taken a gun to his collegues last year a company statement was on the Xerox web site </li></ul>
    90. 91. The Compass Dial 罗盘(指南针) <ul><li>Is a visual prompt to help 360 Degree thinking 帮助 360 度思考的视觉刺激 </li></ul><ul><li>Divided into six segments - each covering the elements associated with one of the six equities 分割为 6 个部分,每个部分涵盖该部分的主要元素 </li></ul><ul><li>At the centre the elements are more strategic 中心部分是较战略性的 </li></ul><ul><ul><li>What is the brand’s strategy towards current users versus non-users 与非品牌使用者相比,什么是品牌针对目前消费群的策略? </li></ul></ul>
    91. 92. The Compass Dial 罗盘(指南针) <ul><li>As we move outwards the elements become more tangible 越往外部,元素变得越来越可操作 </li></ul><ul><ul><li>The quality of the loyalty programme, the strength of the brand idea 忠诚度活动的质量; 品牌“ IDEA” 的力度 </li></ul></ul><ul><li>On the outer rim are the points of contact themselves - the physical places where the brand presents itself to the customer 最外面的边缘, 是与消费者的接触点;是品牌呈现自己的物理地点 </li></ul>
    92. 93. List of elements associated with each equity 与每个方面 有关的主要 元素列表
    93. 94. Brand Scan Helps Us Diagnose the Areas of Sickness in the Brand 品牌扫描帮助我们诊断品牌的弱点 <ul><li>For example 例如 </li></ul><ul><li>Key customers whom the brand is not addressing properly 品牌没有照顾好的主要客户 </li></ul><ul><li>Where the brand needs to build stronger relationships 品牌需要建立更强关系的地方 </li></ul><ul><li>Inconsistencies in the various points of contact between the brand and its customers 品牌与其消费者在各个不同联系点上的不一致性 </li></ul>
    94. 95. Using the Compass Dial 运用罗盘(指南针) <ul><li>Use it as a checklist of the anatomy of a brand 作为解剖品牌的“ checklist” </li></ul><ul><li>See how your brand stacks up against a competitor brand in each equity 在每一个方面,你的品牌与竞争品牌的比较如何? </li></ul>
    95. 96. Using the Compass Dial 运用罗盘(指南针) <ul><li>Explore whether the creative idea is leveraged throughout the compass and what the scope is for interplay between the elements 探索创意 IDEA 是否在罗盘上得以发挥,各元素间的相互影响达到哪种程度? </li></ul><ul><li>Ask yourself whether your brand has weaknesses that need to be addressed - the compass dial will not tell you the solution. But it will point you to a definition of what the problem is 自问你的品牌是否存在弱点?罗盘不会告诉你解决方法, 但可以帮助你了解问题的所在。 </li></ul>
    96. 97. Distilling the Discovery Discussion 将讨论进行过滤 Into a single Challenge 挑战 The biggest challenge the brand faces 品牌所面临的 最大挑战
    97. 98. Summarising a Brand Scan Discussion: Guinness Singapore 品牌扫描小结(健力士,新加坡) Image Goodwill Product Customer Visual Channel
    98. 99. How the Product’s Performance Supports the Brand 产品的表现如何支持品牌 <ul><li>Product 产品 </li></ul><ul><li>People measure Guinness against beer, therefore are unpleasantly surprised by its bitterness 人们以啤酒的标准来判断 Guinness ,发现它的味道太苦,不易接受 </li></ul>
    99. 100. Whether the Brand’s Image Is Strong and Engaging 在哪些方面品牌形象较强 <ul><li>Image 形象 </li></ul><ul><li>Guinness is good for you persists and is seen as old-fashioned “ Guinness is good for you ” 有持续性,但被认为过时 </li></ul><ul><li>Serious drink - needs to lighten up to invite younger drinkers into the brand 严肃饮品 --- 需要让年轻消费群进入本品牌 </li></ul>
    100. 101. How Strong the Brand’s Customer Franchise Is <ul><li>Customer </li></ul><ul><li>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 </li></ul><ul><li>Young tend to dip in and out of brand 年轻人如蜻蜓点水般尝试一下 </li></ul>
    101. 102. How Well the Brand Is Leveraged in the Trade Environment <ul><li>Channel 销售渠道 </li></ul><ul><li>Focuses on extremes (hawker centres & Western-style pubs), leaving middle ground Chinese night spots under-leveraged 集中在终端 </li></ul><ul><li>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 </li></ul>
    102. 103. Whether the Brand Presents a Clear Consistent and Differentiating Presence <ul><li>Visual 视觉 </li></ul><ul><li>Blackness is visibly different, striking and signifies masculinity 黑色是视觉差异, 意味着男性 </li></ul><ul><li>In-bar signage is dusty 酒吧内的象征是灰尘 </li></ul>
    103. 104. Whether the Brand Is Endorsed by Influencers and the Communities in Which It Lives <ul><li>Goodwill 商誉 </li></ul><ul><li>Campaign approach irreverent, but doesn’t do much for the community at large 广告方式有点叛逆、不尊重的感觉,但并没有太过分 </li></ul><ul><li>But awareness of Irish pubs introduces an ‘authentic’ feel which appeals to the young 爱尔兰酒吧带来可信的感觉,并且吸引年轻人 </li></ul>
    104. 105. Image Whether the Brand’s Image Is Strong and Engaging 是否品牌形象够强且吸引人 Customer How Strong the Brand’s Customer Franchise Is 品牌消费者的特权有多强 Channel How Well the Brand Is Leveraged in the Trade Environment 品牌在销售环境中的调节作用有多强 Product Whether the Brand Presents a Clear Consistent and Differentiating Presence 是否品牌保持清晰的、持续的,并且具有 差异化的呈现 Visual Whether the Brand Presents a Clear Consistent and Differentiating Presence 是否品牌保持清晰的、持续的,并且具有差异化的呈现 Goodwill Whether the Brand Is Endorsed by Influencers and the Communities in Which It Lives 品牌是否被影响者或在所生活的社会所认可
    105. 106. <ul><li>Image </li></ul><ul><li>GIGFY persists and is seen as old-fashioned </li></ul><ul><li>Serious drink - needs to lighten up to invite younger drinkers into the brand </li></ul><ul><li>“ Guinness is good for you ” 有持续性,但被认为过时 </li></ul><ul><li>严肃饮品 --- 需要让年轻消费群进入本品牌 </li></ul><ul><li>Customer </li></ul><ul><li>People come late to the brand an old man’s drink </li></ul><ul><li>Young tend to dip in and out of brand </li></ul><ul><li>人们接触品牌较晚,是一个老年男性的品牌 </li></ul><ul><li>年轻人如蜻蜓点水般尝试一下 </li></ul><ul><li>Channel </li></ul><ul><li>Focuses on extremes (hawker centres & Western-style pubs), leaving middle ground Chinese night spots under-leveraged </li></ul><ul><li>Younger drinkers surprised if Guinness is not available - but forgive outlet & switch brands </li></ul><ul><li>集中在终端 </li></ul><ul><li>没有“ Guinness” 年轻人会很惊讶,但会原谅通路而转换品牌 </li></ul><ul><li>Product </li></ul><ul><li>People measure Guinness against beer, therefore are continually surprised by its bitterness </li></ul><ul><li>人们以啤酒的标准来判断 Guinness ,发现它的味道太苦,不易接受 </li></ul><ul><li>Visual </li></ul><ul><li>Blackness is visibly different, striking and signifies masculinity </li></ul><ul><li>In-bar signage is dusty </li></ul><ul><li>黑色是视觉差异, 意味着男性 </li></ul><ul><li>酒吧内的象征是灰尘 </li></ul><ul><li>Goodwill </li></ul><ul><li>Campaign approach irreverent, but doesn’t do much for the community at large </li></ul><ul><li>But awareness of Irish pubs introduces an ‘authentic’ feel which appeals to the young </li></ul><ul><li>广告方式有点叛逆、不尊重的感觉,但并没有太过分 </li></ul><ul><li>爱尔兰酒吧带来可信的感觉,并且吸引年轻人 </li></ul>
    106. 107. Challenge 挑战 Find ways to encourage young drinkers to experiment with Guinness and to sustain that experiment into a drinking habit 寻求一些方法,鼓励年轻消费者尝试“ Guinness” , 并且将其尝试经验保留成为饮用习惯
    107. 108. A Challenge Is Not An Objective 挑战不是目标 <ul><li>Is not a marketing objective 不是市场目标 </li></ul><ul><ul><li>Increase share by 10% 提升 10% 的市场份额 </li></ul></ul><ul><li>It is not a communication objective 也不是传播目标 </li></ul><ul><ul><li>Raise brand awareness from 45% to 70% 将品牌知名度从 45% 提升至 70% </li></ul></ul><ul><li>A Challenge helps us redefine the way people experience the brand 挑战帮助我们重新定义人们接触品牌的方式 </li></ul><ul><ul><li>… . in order to do this (objective) 为了做到这样(目标) </li></ul></ul><ul><ul><li>… . we have to do that (Challenge) 我们必须那样做(挑战) </li></ul></ul>
    108. 109. Amex Blue Singapore <ul><li>Objective... in order to </li></ul><ul><li>目标…为了 </li></ul><ul><li>Launch an Amex credit card into an already saturated market during a depression 在经济消沉的时期,在一个信用卡成熟市场上市一个 “ Amex” 信用卡 </li></ul><ul><li>Challenge…we have to do to </li></ul><ul><li>挑战…我们必须做的 </li></ul><ul><li>Redefine the status of status symbols in a recession-hit world 重新定义在经济不景气打击下的社会中,代表社会地位的代表符号 </li></ul>
    109. 110. A Mild Indonesia <ul><li>Objective ... in order to 目标…为了 </li></ul><ul><li>Revive the brand’s image as daring and different 让品牌恢复到大胆、差异化的品牌形象 </li></ul><ul><li>Challenge …we have to 挑战…我们必须 </li></ul><ul><li>Keep one step ahead of an enthusiastic but critical reformasi-minded consumer 比“热情”更进一步,但重要的是重塑消费者的头脑 </li></ul>
    110. 111. Ponds Pore Strip Philippines <ul><li>Objective ... in order to 目标…为了 </li></ul><ul><li>Launch a breakthrough product and establish it quickly 上市切入市场的产品,并且快速建立起来 </li></ul><ul><li>Challenge …we have to 挑战…我们必须 </li></ul><ul><li>Direct and control trial (amongst the notoriously fickle 13-19 year olds) to prevent misuse (which will make the product ineffective) 指导并控制尝试,以避免滥用产品 </li></ul>
    111. 112. Kotex White Korea <ul><li>Objective ... in order to 目标…挑战 </li></ul><ul><li>Replace Whisper as the brand of choice for teens and young women 在青少年和年轻妇女中, 成为替代“护舒宝”的选择品牌 </li></ul><ul><li>Challenge …we have to 挑战…我们必须 </li></ul><ul><li>Find the benefit behind the generic benefits of absorbency and leakage protection 在一般的吸收力和侧漏保护等利益点背后,寻找消费者利益点 </li></ul>
    112. 113. Left Bank Café Taiwan <ul><li>Objective ... in order to 目标…为了 </li></ul><ul><li>Create a new ready to drink coffee brand (targeted at young women) to sell at a huge price premium in convenience stores 创造一个新的易饮咖啡品牌,在便利商店可以以较高的价格销售 </li></ul><ul><li>Challenge …we have to 挑战…我们必须 </li></ul><ul><li>Make the experience of the brand as sophisticated and artistic in real life as in the dreams of its customers 在真实生活中,将品牌的经验变得更具现实性和艺术性,就象消费者的梦想一样。 </li></ul>
    113. 114. Milo Thailand <ul><li>Objective ... in order to 目标…为了 </li></ul><ul><li>Become the #1 Tonic drink by becoming more relevant to the lives of Thai Kids, particularly in rural areas 通过更接近泰国儿童、特别是农村地区的儿童的生活,让 Milo 成为第一品牌 </li></ul><ul><li>Challenge …we have to 挑战…我们必须 </li></ul><ul><li>Make Thai kids feel that Milo can help them fulfil their sporting dreams 让泰国儿童感受到, Milo 可以帮助他们满足体育的梦想 </li></ul>
    114. 115. Summary <ul><li>Objective 目标 </li></ul><ul><li>In order to do this 为了做到这样 </li></ul><ul><li>Challenge 挑战 </li></ul><ul><li>We have to do that 我们必须那样做 </li></ul><ul><li>The Challenge helps us refine the way people experience the brand 挑战帮助我们重新定义人们经历品牌的方式 </li></ul>
    115. 116. Difference in the Way We Work 工作方法的差异性 <ul><li>Thinking alone in </li></ul><ul><li>a silo </li></ul><ul><li>Reading research reports at our desks </li></ul><ul><li>在井中思考 </li></ul><ul><li>在自己桌上 </li></ul><ul><li>阅读调研报告 </li></ul>Thinking together in a Brand Team Participating by listening, talking and experiencing 在品牌团队中一起思考 通过聆听、交谈、体验 等方式加入其中 Before 以前 360 Degree 360 度
    116. 117. Team Exercise 1 分组练习 <ul><li>Pick the brand assigned to your group 根据指定的品牌 </li></ul><ul><li>Review what you already know about it 重温你们所知道的关于品牌的所有一切 </li></ul><ul><li>Conduct a Brand Scan on it, using as stimuli 运用工具做“品牌扫描” </li></ul><ul><ul><li>provocative questions selected from the shuffle card deck “ 扑克牌”中的问题 </li></ul></ul><ul><ul><li>the Compass Dial - working from the inside out 指南针 --- 从那到外作业 </li></ul></ul><ul><li>Define the key Challenge facing the brand 定义品牌面临的挑战 </li></ul><ul><li>Report back in one and a half hours time 一个半小时后回来报告 </li></ul>
    117. 118. 3
    118. 119. To be most valued by those who most value brands The Ultimate Brand Company
    119. 120. Value 价值观 <ul><li>We work not for ourselves, not for the company, not even for our clients </li></ul><ul><li>We work for Brands </li></ul><ul><li>我们不是为自己工作,也不是为公司,甚至不是为了我们的客户。 </li></ul><ul><li>我们为品牌而工作。 </li></ul>
    120. 121. Value 价值观 <ul><li>We expect our clients to hold us accountable for our Stewardship of their Brands </li></ul><ul><li>Only if we have built, nourished and developed prosperous Brands, only if we have made them more valuable both to their users and to their owners, may we judge ourselves successful </li></ul>
    121. 122. Derivation of Steward 管家的出处 = Stig Ward = Keeper of the Sty <ul><li>Responsible for the breeding, feeding, health, market value and eventual disposal of every animal given in his care </li></ul><ul><li>Ultimately responsible for the good name and fortune of the owner </li></ul><ul><li>A responsibility that, if lightly taken or abused, was rewarded with death </li></ul>Our equivalent of death is being fired
    122. 123. Brand Steward 品牌管家 <ul><li>Anyone who takes on total responsibility for a Brand; its birth, growth, health and market value </li></ul><ul><li>肩负品牌所有责任的人,包括品牌的诞生、成长、健康和市场价值 </li></ul>
    123. 124. Within every brand there is 每个品牌后面 都有一个 产 品 不是每个产品 都可以成为品牌
    124. 125. Product 产品 <ul><li>Tangible: you can touch it, feel it, see it 实际的:你可以触摸得到、感受得到、看得到 </li></ul><ul><li>Has physical attributes: styles, models, features, price 有物理的特性:样式、模型、外表、价格 </li></ul><ul><li>Has the right features to meet customer expectations of performance and value 有可以满足消费者要求的正确特性 </li></ul><ul><li>But this is not sufficient … 但这还不够… ... </li></ul>
    125. 126. Brand 品牌 <ul><li>The total experience of a product: 一个产品的所有体验 </li></ul><ul><ul><li>Personality 个性 </li></ul></ul><ul><ul><li>Trust 信赖 </li></ul></ul><ul><ul><li>Reliability 可靠性 </li></ul></ul><ul><ul><li>Confidence 信心 </li></ul></ul><ul><ul><li>A friend 朋友 </li></ul></ul><ul><ul><li>Status 地位 </li></ul></ul><ul><ul><li>Shared experiences 经验的分享 </li></ul></ul>
    126. 127. Brand 品牌 <ul><li>A Brand is a product which has earned a place in customers lives </li></ul><ul><li>品牌是在消费者生活中占得一席之地的产品 </li></ul><ul><li>through perception, experience, beliefs, feelings </li></ul><ul><li>通过认知、体验、信任、感受 </li></ul><ul><li>....... until a relationship is built </li></ul><ul><li>… ... 直到关系的建立 </li></ul><ul><li>It is the sum of how customers feel about a product </li></ul><ul><li>它是消费者如何感受一个产品的总和 </li></ul>
    127. 128. A Brand is a complex symbol. It is the intangible sum of a product’s attributes, its name, packaging, and price, its history, reputation, and the way it’s advertised. A Brand is also defined by consumers’ impressions of the people who use it, as well as their own experience” David Ogilvy : 1955
    128. 129. What the Brand-Customer Relationship Is Like 品牌 - 消费者关系是怎样的 Brand Audit 品牌检验 Brand Print 品牌写真 This is the established core of current Brand Stewardship 这是目前品牌管家的核心
    129. 130. Brand Audit 品牌检验 <ul><li>Identifies the intangible feelings, impressions, connections, opinions, memories the customer associates with the brand 确定消费者与品牌之间的无形的感受、印象、联系、观念、记忆等 </li></ul><ul><ul><li>where we are in the hearts of the brand’s customers 在品牌消费者的心中,我们在哪里? </li></ul></ul><ul><li>Is informed by research among customers; but filled in by ourselves 信息通过调研来自消费者,但有我们自己填写 </li></ul><ul><ul><li>Projective techniques elicit deeper associations 投射技术得出深层的联系 </li></ul></ul><ul><li>Gathers insights that draw us into the heart of the customer-brand relationship : the brand’s DNA, which is expressed as the BrandPrint 收集消费者洞察让我们进入消费者 -- 品牌关系的核心:品牌 DNA ,它通过品牌写真来表述 </li></ul>
    130. 131. Revised Brand Audit Questions 修正后的品牌检验问题 <ul><li>Thinking about the specific things that trigger this brand’s identity in your mind… 想象一下哪些可以让你辨认出这个品牌的一些特定的事务 </li></ul><ul><li>When you hear the brand’s name, what immediately springs to mind? 当你听到这个牌子的名字,那些东西会立刻出现在你的脑海中? </li></ul><ul><li>What else? 还有呢? </li></ul><ul><ul><ul><ul><li>visuals or images? 视觉和形象? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>packaging or product elements? 包装和产品元素? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>bits of communication? 传播的片断? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>signs or symbols? 标志和符号? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>other brand lore? 其他有关品牌的部分? </li></ul></ul></ul></ul><ul><li>What kind of people do you associate with the brand, and how do you feel about them? 哪种类型的人会让你与这个品牌联系起来?你对这些人的感觉如何? </li></ul>
    131. 132. <ul><li>Thinking about the feelings and emotions the brand evokes in you … 想象一下这个品牌给你带来的感受和情绪 …… </li></ul><ul><li>What specific feelings and emotions do you experience in connection with using this brand? 当你和这个品牌有联系时,你体验到那些特别的感受和情绪? </li></ul><ul><li>What personal memories, experiences or associations does this brand bring to mind? 这个品牌让你回忆起哪些个人的记忆、体验或联想? </li></ul><ul><li>What does this brand do for you in your life that other brands don’t? 这个品牌在你的生活中做了哪些其他品牌无法做的事情? </li></ul><ul><ul><li>what unique contribution does it make? 它带来哪些独特的地方? </li></ul></ul><ul><ul><li>what special perspective does it give you about using the category? 它带给你哪些有关试用这个类别产品的特殊的观感? </li></ul></ul>
    132. 133. <ul><li>Now stepping out of the role of the brand’s user, and considering all the implications of these insights … 现在走出品牌使用者的角色, 考虑所有这些消费者洞察的启示 </li></ul><ul><li>What do these insights suggest or signal about the brand? 这些消费者洞察暗示了这个品牌的哪些方面? </li></ul><ul><li>What is the mood of the brand? 这个品牌的情绪是怎样的? </li></ul><ul><li>How do the feelings and emotions this brand evokes differ from those its leading competitor evokes? 这个品牌引起的感受和情绪与其它主要竞争品牌带来的有哪些不同的方面? </li></ul>
    133. 134. Brand Audit Helps Us Define the Unique Relationship Between the Customer and the Brand 品牌检验帮助我们确定消费者与品牌之间的独特关系 <ul><li>The brand’s DNA </li></ul><ul><li>expressed in a written </li></ul><ul><li>书面表达的品牌 DNA </li></ul>BrandPrint 品牌写真
    134. 135. When You Write a Brandprint You Will Almost Certainly Start With Have Too Many Words 当你开始写品牌写真时,你开始几乎一定会从运用很多词句进行描述
    135. 136. Chivas Regal: Thailand <ul><li>Chiivas is the night. </li></ul><ul><li>A palet of flickering neon and blinking car lights. </li></ul><ul><li>The blast of raw music as you swing through the doors of a crowded </li></ul><ul><li>friendly pub. </li></ul><ul><li>Chivas is never wanting the night to end. </li></ul><ul><li>Because Chivas is camaradie. A clutch of true friends forever. </li></ul><ul><li>The subtle splash of Chivas over ice underlining a burst of uninhibited laughter. </li></ul><ul><li>The stuff our fondest memories are made of. </li></ul><ul><li>And Chivas is irrevocably right. </li></ul><ul><li>it imparts an elitist spirit to the people who drink it </li></ul><ul><li>The whisky preferred by contenporary, affluent young men. . . </li></ul><ul><li>which women are only too happy to share </li></ul>
    136. 137. When Looking at and Evaluating BrandPrints 当你细看及评估品牌写真时 <ul><li>Remember Neil French’s story of the brilliant carver of wooden elephants 记住 Neil French 关于伟大的木象雕刻匠的故事 </li></ul><ul><li>His secret for making perfect elephants was to cut away everything that was not elephant 它创造完美大象的秘诀是,去掉所有不是大象的部分 </li></ul>
    137. 138. Examples of Shorter BrandPrints 精悍的品牌写真 ------ 例如 <ul><li>Jaguar Original </li></ul><ul><li>Impulse </li></ul><ul><li>The Economist </li></ul><ul><li>Bank of China </li></ul><ul><li>American Express </li></ul>
    138. 139. Jaguar (USA) <ul><li>The difference between Jaguar and other cars runs deeper than sheet metal and engineering: </li></ul><ul><li>It’s about soul, passion and originality </li></ul><ul><li>A Jaguar is a copy of nothing ... just like its owners </li></ul><ul><li>Jaguar 和其他轿车的差别不仅在钢板和引擎技术 </li></ul><ul><li>在于精神、热情和原创性 </li></ul><ul><li>Jaguar 都是独一无二的 </li></ul><ul><li>就象它的主人 </li></ul>
    139. 140. Impulse (Europe) <ul><li>Impulse gives me the confidence to explore and enjoy the sometimes bumpy journey into womanhood </li></ul><ul><li>As I experiment with the emerging me, Impulse surrounds me with an energy field filled with vitality, spontaneity and the courage to be myself </li></ul>
    140. 141. The Economist (Asia) <ul><li>The Economist is red and daring </li></ul><ul><li>Its bold covers hint at what lies within: provocative, brutally honest and non-conformist opinions </li></ul><ul><li>Beholden to no one, it refuses to ‘kow tow’ to popularity, and sees through the new clothes of emperors, politicians and taipans alike </li></ul>
    141. 144. Bank Of China (Singapore) <ul><li>The Bank of China is the Wise Old Man </li></ul><ul><li>It brings wisdom to dealings with your assets </li></ul><ul><li>... the Wisdom of Wealth </li></ul>
    142. 145. <ul><li>American Express </li></ul><ul><li>… is not for everybody. It is for those who think </li></ul><ul><li>bigger thoughts, do bigger things, and paint </li></ul><ul><li>bigger pictures </li></ul>American Express
    143. 146. Additional Ways to Approach Writing a BrandPrint 其他形成品牌写真的方法 <ul><li>A to Z </li></ul><ul><li>Photomontage 图片集锦 </li></ul>
    144. 147. A To Z - A Verbal Bank <ul><li>Using word association to articulate suppressed feelings and emotions 运用词汇联系来表达潜在的感觉和情绪 </li></ul><ul><li>Can be used in addition to Brand Audit to enrich vocabulary 除了可以运用在品牌检验,还可以丰富词汇 </li></ul><ul><li>e.g. BMW (New Zealand) </li></ul>
    145. 148. How It Works 如何运用 <ul><li>Generate word associations for the brand beginning with the letter A and write them down 将字母 A 开头的与本品牌有关的词汇都写下来 </li></ul><ul><li>Then for the letter B, then for letter C etc etc to Z 接着字母 B ,字母 C…… 到字母 Z </li></ul><ul><li>Review your Word Bank 重新检视你的词汇银行 </li></ul><ul><li>Select one association for each letter 每一个字母选择一个有联系的内容 </li></ul><ul><li>Write a summary 写下小结 </li></ul>
    146. 149. Adult Blitzkrieg Cultured Driveable Envy Flat Out Grunt Handling Independent Jumping Kraut Look Out Modern Noticed Active Bold Classic Dynamic Energetic Fast German Harmony Individual Jive King Lover Muscle Notorious Arrogant Ballsy Confident Discerning Engineered Fashionable Glamour Hi tech Intelligent Jazz Killer Luxury Manly Not old Ambitious Better Conservative Drive me Expensive Fast German Hot Integrity Knowledge Long term Meticulous Nurtured Achievement Competitive Elite Goal Important Leader Me Nuance A B C D E F G H I J K L M N
    147. 150. Overt Prestigious Quick Revs Suave Trustworthy Unbeatable Vamp Youth Xcuse Me 0 - 100 Overdrive Passionate Quality Refined Stylish Thrusting Unique Vibrant Wealth SeXy Young Zoom Pride Red Sleek Tailored Understand Virile Wayward Xciting Yearn Zealot Pleasure Reliable Silent Throaty Verve Wish Xuberant Yes Zippy Positive Selfish Torque Values Wanton Xcellence O P Q R S T U V W X Y Z
    148. 151. We saw a BMW as: Having power under control A feeling of superiority achieved by being the tamer of a powerful, passionate beast A perfect sense of harmony and balance in a car which has pure power and passion under its skin The Brand Print was crafted from this point Arrogant, aspirational Ballsy, bold Com/fort, classy, confident Demanding, discerning Exclusive, engineered Fashion Glamour Hot Individual, intelligent Jazz Killer Lovers Manly Not old, not slow Overt Passionate Quality Red Sleek (Tailored) Unique Virile Wealth Xciting Yearning Zealot A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
    149. 152. Photomontage - A Visual Bank 图片集锦 ---- 视觉银行 <ul><li>Captures spontaneous/implicit perceptions 抓住自发的、有暗示意义的认知 </li></ul><ul><li>Very useful in understanding competitive differences 在理解竞争性差异时非常有用 </li></ul><ul><li>Can be used in addition to other techniques to enrich visual images 可以运用在其他技术上以丰富视觉形象 </li></ul>
    150. 153. How It Works 如何运用 <ul><li>Take a pile of old magazines of all types 找出一对旧的各式各样的杂志 </li></ul><ul><li>Issue everyone with scissors 发给每个人一把剪刀 </li></ul><ul><li>Get the group to cut out pictures of images that seem relevant to the brand and form them into collages 让小组建下与品牌有关的图片,并将他们贴起来 </li></ul><ul><li>Ask each individual to explain their collage 让每个人解释他们的图片 </li></ul><ul><li>Summarise 总结 </li></ul><ul><li>Use for competitors too 对竞争品牌用同样的方法 </li></ul>
    151. 154. What A Brandprint Is 什么是品牌写真 <ul><li>A vivid statement of the unique relationship that exists between a consumer and a brand 一句有关消费者和品牌间独特关系的生动的陈述 </li></ul><ul><li>The Brand’s DNA of its fingerprint 品牌指纹的 DNA </li></ul><ul><li>The core truth and spirit 核心事实和精神 </li></ul><ul><li>Unique to the brand. Impossible to transfer 具有独特性,无法被转让 </li></ul>
    152. 155. A Brandprint Is Not 品牌写真不是… ... <ul><li>A description of the brand 一个关于品牌的描述 </li></ul><ul><li>A description of the advertising 一个关于广告的描述 </li></ul><ul><li>A marketing objective 一个市场目标 </li></ul><ul><li>A strategy 一个策略 </li></ul><ul><li>A brief 一份简报 </li></ul><ul><li>A wish list 一份愿望表 </li></ul>
    153. 156. A Good BrandPrint 好的品牌写真 Poetry not Prose - 27 Drafts <ul><li>Everyone attempts, but one (usually creative) person is responsible for the final words 每个人的努力,一个人(通常是创意人员)负责形成最后文字 </li></ul><ul><li>Preparation is important. Take a long walk, a bath, a glass (or two or three) of wine ......… 准备工作很重要。散步、冲凉、喝几杯葡萄酒…… . </li></ul><ul><li>Mindset is critical. Lock up the left brain, unlock the right 思维设定很重要。 锁上左脑,打开右脑。 </li></ul><ul><li>Explore all sensory dimensions - look, sound, smell, touch, taste 探索所有感官的方面-看、声音、味道、触摸、品尝 </li></ul><ul><li>Feelings first, images next, descriptives last 第一是感觉、其次是形象、最后是描述 </li></ul>
    154. 157. Writing a BrandPrint 撰写品牌写真 <ul><li>Avoid yetisms like 避免转折语 </li></ul><ul><ul><li>Traditional yet curiously modern 传统 但 现代 </li></ul></ul><ul><ul><li>Young hearted yet appealing to all ages 年轻人的心 但 适合所有年龄人群 </li></ul></ul><ul><li>Avoid cliché …… 避免官腔 </li></ul><ul><ul><li>In this fast-paced modern world, it’s nice to know that Brand Y is still offering Z benefit 在这个快节奏的现代社会, 品牌 Y 还可以提供 Z 这样的好处真是太好 </li></ul></ul><ul><li>Watch tired language 注意滥用的词语 </li></ul><ul><ul><li>Powerful OR Reliably effective OR Light, fine consistency 强有力的,或者可靠的效果,或者轻, 精美的结合 </li></ul></ul>
    155. 158. Avoid Tired Language… Get Some Freshness in Your Words 避免滥用的词语--你的词汇应具有新意 <ul><li>Orange, loud, aggressive .... hell bent on getting rid of dirt, stains and odours (Radion) </li></ul><ul><li>Hope without the hype .... a creamy concoction ... a handshake bargain (Dove) </li></ul><ul><li>Squeaky clean powder that makes a noise like footsteps in crisp white snow </li></ul><ul><li>(Birds) </li></ul>
    156. 159. A Test for Recognising A Good BrandPrint 测试 <ul><li>Distinctive 与众不同 </li></ul><ul><li>Clear 清楚 </li></ul><ul><li>Colloquial 通俗的 </li></ul><ul><li>Truthful 诚实的 </li></ul><ul><li>Colourful 有色彩 </li></ul>Aha!
    157. 160. Competitive Advantages Of Brand Stewardship 品牌管家的好处 <ul><li>Open idea (not a black box)   开放的想法 </li></ul><ul><li>Participative   参与 </li></ul><ul><li>Intuitive   直觉 </li></ul><ul><li>Relatively inexpensive   相对不昂贵 </li></ul><ul><li>Genuinely Ogilvy   诚实的奥格威 </li></ul>
    158. 161. Beyond The BrandPrint 除了品牌写真 <ul><li>The BrandPrint is only the beginning 品牌写真仅是开始 </li></ul><ul><li>It should influence everything you do on your brand 它将会影响到你对品牌做作的每一件事情 </li></ul><ul><li>It is not re-written very often 它并不会经常被修改 </li></ul><ul><li>When put together with the Challenge it should provoke the Brand Idea 当与品牌挑战方在一起,它可以激发品牌 IDEA </li></ul>
    159. 162. Team Exercise 1 分组练习 <ul><li>Pick the brand assigned to your group 根据各组被指定的品牌 </li></ul><ul><li>Review what you already know about it 重温你们对该品牌了解的所有内容 </li></ul><ul><li>Conduct a Brand Audit on it, 针对它作品牌检验 </li></ul><ul><li>Define the brand print 形成品牌写真 </li></ul><ul><li>Report back in one hours time 1 小时后报告 </li></ul>
    160. 163. 4
    161. 164. <ul><li>Ideas in a 360º World </li></ul><ul><li>360 度世界中的 IDEA </li></ul>
    162. 165. <ul><li>Unless your advertising is built on a Big Idea it will pass like a ship in the night </li></ul><ul><li>David Ogilvy - How to create Advertising that Sells </li></ul>
    163. 166. 360  is just a compass and an empty ocean without a Big Idea
    164. 167. Why 为什么? <ul><li>360º only works if there is a strong idea behind it 只有背后存在一个很强的 IDEA 时, 360 才会起作用 </li></ul><ul><li>Clients buy our ideas not our processes 客户买的是我们的 IDEAS ,而不是过程 </li></ul><ul><li>We might want to show our wives our muscular bodies but not our exercise machines 我们想给妻子看的是我们健美的身体,而不是我们练习时用的机器 </li></ul>
    165. 168. <ul><li>Unless we have a sense of what an idea is it is very hard to say whether any one idea is good or bad 除非我们知道什么是“ IDEA” , 我们很难判断某个人的“ IDEA” 是好还是坏 </li></ul>
    166. 169. Exercise 1 <ul><li>What Is an Idea? </li></ul><ul><li>什么是 IDEA ? </li></ul>
    167. 170. The Classic Definition <ul><li>Bisociation of two or more previously unconnected thought matrices </li></ul><ul><li>两个或多个以前不相关想法的组合 </li></ul><ul><li>Arthur Koestler </li></ul>
    168. 171. Pareto Didn’t Only Think About 80/20 Rules… His Definition…... <ul><li>A new combination of old elements 旧元素的新组合 </li></ul><ul><li>Pareto </li></ul>
    169. 172. A Definition From The Creative Director of JWT in the Nineteen Twenties <ul><li>In advertising an idea results from a new combination of specific knowledge about products and people with general knowledge about life and events 在广告中, IDEA 来自于对产品知识的了解和对生活和事件有常识的人两部分的组合 </li></ul><ul><li>James Webb Young </li></ul>
    170. 173. Putting the Elements Together…. Our Definition 我们的定义 <ul><li>An unexpected combination of different thoughts which puts a particular thing in a new and involving context 不同想法的一个意想不到的组合,它将一个特定的事物放在一个新的联系中 </li></ul>
    171. 174. Or, To Put It Another Way 或者从另一个角度 <ul><li>Making the familiar </li></ul><ul><li>让熟悉的事务 </li></ul><ul><li>and the strange familiar </li></ul><ul><li>和陌生的事物变得熟悉 </li></ul>Strange
    172. 175. Think of Some Examples <ul><li>Of ideas that grew out of </li></ul><ul><li>combining familiar things in an unfamiliar way or 将熟悉的事物用不熟悉的方法组合起来 </li></ul><ul><li>seeing the familiar in an unfamiliar way 用不熟悉的方法看熟悉的事物 </li></ul>
    173. 176. Exercise 2 <ul><li>IBM Launch </li></ul><ul><li>What Is an Idea? </li></ul><ul><li>Show Films </li></ul>
    174. 177. So What Was The IBM Idea IBM 的 IDEA 是什么?
    175. 178. IBM Idea <ul><li>Unexpected users, everywhere, are enfranchised by technology </li></ul><ul><li>意想不到的使用者, </li></ul><ul><li>在任何地方,被技术赋予同样的权利 </li></ul>
    176. 179. Putting This into the Context of 360 Degree Brand Thinking 将这些放在 360 度思考的框架内 <ul><li>Challenge 挑战 </li></ul><ul><ul><li>In order to meet our objective we have to… 为了达到我们的目标,我们必须… ... </li></ul></ul><ul><li>BrandPrint 品牌写真 </li></ul><ul><ul><li>a description of the Brand’s DNA 品牌 DNA 的描述 </li></ul></ul><ul><li>Idea </li></ul><ul><ul><li>the unexpected combination of different thoughts which puts the brand in a new and involving context </li></ul></ul><ul><li>Execution 执行 </li></ul><ul><ul><li>the techniques, properties and production values which convey the idea 可以传达 IDEA 的技术、道具、制作等 </li></ul></ul>
    177. 180. IBM <ul><li>Challenge 挑战 </li></ul><ul><ul><li>IBM as the underlying fabric of the information age IBM 作为信息时代的基石 </li></ul></ul><ul><li>BrandPrint 品牌写真 </li></ul><ul><ul><li>magic I can trust 我可以相信的魔力 </li></ul></ul>
    178. 181. IBM <ul><li>Idea </li></ul><ul><ul><li>unexpected users, everywhere, are enfranchised by technology 出乎意料的使用者 , 在任何地方 , 被技术赋予同样的权利 </li></ul></ul><ul><li>Execution (advertising) 执行 ( 广告 ) </li></ul><ul><ul><li>subtitles provide a vehicle for overlaying techno-speak on ordinary speak </li></ul></ul>
    179. 182. Exercise 3 in Pairs <ul><li>How would you translate the IBM creative idea into a poster ? 如何将 IBM 创意 IDEA 转化成 海报 ? </li></ul>
    180. 183. Taking Ideas Across Disciplines or Media <ul><li>Translation - adaptation only 转化 </li></ul><ul><li>Stretching - extending the idea in some 延展性 way, or using the new context to present the idea in a different light </li></ul><ul><li>Interplay - making the Idea have impact in a 相互影响 different or deeper way </li></ul>
    181. 184. Execution 执行 <ul><li>Techniques are not ideas 技术不是 IDEA </li></ul><ul><ul><li>demonstration 展示 </li></ul></ul><ul><ul><li>slice of life 生活片断 </li></ul></ul><ul><ul><li>endorsement by personality 个性的背书 </li></ul></ul><ul><li>A &quot;property&quot; is an executional component that in time starts to signify the idea </li></ul>
    182. 185. Ideas and Execution Idea Weak 弱 Strong 强 Execution Great 杰出 Poor 较差
    183. 186. Exercise 4 <ul><li>Pick the brand assigned to your group 根据每组指定的品牌 </li></ul><ul><li>You have already identified the key challenge facing the brand and have established its brand print. 你们已经确定品牌所面临的挑战,同时完成其品牌写真 </li></ul><ul><li>Not keeping that in mind come up with a brand idea 现在产出一个品牌 IDEA </li></ul><ul><li>Report back in half an hour 半小时后报告 </li></ul>
    184. 187. Seven Secrets for Great Ideas 杰出的 IDEA 得七个秘诀 <ul><li>1. Defining the characteristics of great ideas in the abstract will not help you create one in the slightest 从理论上去定义杰出的 IDEA 的特性,不会帮助你创造出杰出的 IDEA 。 </li></ul><ul><li>2. The best ideas come out of a process of “emotional smothering” of the creative team 最好的 IDEA 来自于创意小组的“情感窒息” </li></ul><ul><li>3. The creator of the idea often does not always recognize it as such himself 杰出 IDEA 的创造者,经常自己无法辨识。 </li></ul>
    185. 188. Seven Secrets for Great Ideas <ul><li>4. There are a hundred stages during which good ideas can be lost, most of them internal 有很多阶段,好的 IDEA 会被放弃, 大部分是在我们内部 </li></ul><ul><li>5. Clients assess ideas relatively not absolutely 客户不会绝对的评估相关的 IDEA </li></ul><ul><li>6. Research can kill good ideas but it can also save them 调研可以杀死好的 IDEA ,但也可以拯救它。 </li></ul><ul><li>7. The best creative ideas become strategic ideas rather than vice versa 最好的创意 IDEA 可以成为策略 IDEA ,相反的情况则不多 </li></ul>
    186. 189. 5
    187. 190. Where Have We Got to? 我们已经知道什么? <ul><li>We have interrogated the brand in a 360 way to find out its weaknesses - the Challenge 我们已经从 360 度角度审视品牌 , 寻找它的弱点 --- 品牌挑战 </li></ul><ul><li>We have explored the subjective aspects of the brand to arrive at a BrandPrint 我们已经发掘出品牌的主要方面 , 形成品牌写真 </li></ul><ul><li>Putting the BrandPrint together with the Challenge sparks the Idea 品牌写真与品牌挑战一起 , 激发出品牌 IDEA </li></ul><ul><li>We now have to take the Idea out into the world of the customer and maximise their involvement 我们必须将品牌 IDEA 带入消费者的世界 , 让品牌与消费者的融入度达到最大化 </li></ul>
    188. 191. Creating a Brand World 创造一个品牌世界 Brand World 品牌世界 Points of Contact 接触点 Idea
    189. 192. What We Are Trying to Do Differently 我们试图有哪些不同的做法 ? <ul><li>Conventional Communication 传统的传播 </li></ul><ul><li>Single unconnected shots 单纯 无联系 </li></ul><ul><li>360º Communicatio </li></ul><ul><li>360 度的传播 </li></ul><ul><li>Creates a Brand World which involves the customer 创造一个融入消费者的品牌世界 </li></ul><ul><li>An experience of the brand, not just the delivery of a communication 品牌的体验 , 非仅仅讯息的传递 </li></ul>
    190. 193. Greater Involvement Is About 较强的融入度是关于 <ul><li>Intensity 密集度 </li></ul><ul><li>A particular point of contact making the idea shine brighter and thus involving the customer more 可以让品牌 IDEA 发光的接触点 , 同时让消费者融入更深 . </li></ul><ul><li>Interplay 相互影响 </li></ul><ul><li>Different points of contact working together for greater overall involvement 不同接触点共同作用 , 以达到最大的融入度 . </li></ul>
    191. 194. Multiple Connections 多维联系 <ul><li>The idea connects with the customer in multiple ways - creating a sensory surround IDEA 以多种方式与消费者相连接 , 创造整体感受 </li></ul>
    192. 195. In The Different Encounters the Customer Has With the Brand at Different Points of Contact 不同的接触点 , 消费者与品牌有不同的接触状况 <ul><li>We can create interplay between the encounters </li></ul><ul><li>我们可以创造它们之间的相互影响 </li></ul>We can use this interplay to intensify involvement 我们可以运用这些相互影响加强品牌的融入度
    193. 196. Launching a New Low Cost Credit Card :The Old Way 低费用信用卡上市 ( 旧方式 ) <ul><li>Launch TV commercial 上市电视广告 </li></ul><ul><li>Simultaneous press conference 同时举办新闻发布会 </li></ul><ul><li>Mail pack carries still from TVC 邮件外表来自 TVC </li></ul>This may be integration: it is not 360º thinking 这可能市整合的思考 , 但不是 360 度的思考
    194. 197. Launching a New Low Cost Credit Card: The New Way 低费用信用卡上市 ( 新方式 ) <ul><li>In editorial columns, a specially commissioned external report on the high cost of borrowing receives high coverage - creating an issue 专栏创造话题 </li></ul><ul><li>Launch TV advertising majors on a new kind of low interest card - capitalizing on the concern 电视广告形成关注 </li></ul><ul><li>A mail shot makes an early bird offer and provides detailed competitive comparisons 邮件提供详细的比较 </li></ul>
    195. 198. Interplay 相互影响 Creating an issue 创造话题 Offering a solution 提供解决 方案 Making an offer Low Interest Rates 低利率
    196. 199. Interplay Through Time 时间上的相互影响 Level 2 5 wks <ul><li>Inform & educate 告知 教育 </li></ul><ul><li>Drive response 引导反应 </li></ul>PR 公关 Outdoor 户外 Posters 海报 Events 事件 Print Ads 平面 Radio 电台 Buses 车身 DRTV DRTV Telemarketing 电话行销 Solicitation Packs Take-Ones Web-Site 网站 FSI Welcome Pack Welcome Call Balance Transfer MGM Membership Rewards X-Sell Level 1 3 wks <ul><li>Create issue 创造话题 </li></ul><ul><li>Establish idea 建立 IDEA </li></ul><ul><li>Create desire 创造需求 </li></ul>Level 3 8 wks <ul><li>Activation & usage 行动和使用 </li></ul>
    197. 200. Getting the BrandTeam together 集合所有品牌团队成员 <ul><li>The second point when the whole team have to meet, including Mindshare 第二次所有成员必须参加 , 包括传立 </li></ul><ul><li>A tank treatment to </li></ul><ul><ul><li>immerse ourselves in the world of the customer 让我们进入消费者的世界 </li></ul></ul><ul><ul><li>and explore how the brand can get involved in peoples’ real lives 探究品牌如何更多融入人们的生活 </li></ul></ul>
    198. 201. Close Your Eyes and Imagine Seeing a Fish 闭上眼睛 , 想象你正看到一条鱼 <ul><li>Now close your eyes again and imagine being a fish 现在再次闭上眼睛 , 想象你自己变成一条鱼 </li></ul>
    199. 202. Being a Fish, Not Seeing a Fish 变成鱼 , 而不是看着鱼
    200. 203. Points of Contact 接触点 <ul><li>Explore the possible points of contact between the brand and its customers 探究品牌与其消费者之间的可能接触点 </li></ul><ul><li>Think about customers’ everyday lives - where do they most often think about and use the brand 仔细想一下消费者每天的生活 , 在哪里他们会经常想到或用到这个品牌 </li></ul>
    201. 204. For Instance, the Brand World for Milo in Thailand 例子 : Milo 的品牌世界 , 泰国 <ul><li>Milo is there whenever and where ever the customers are 无论何时何地 , Milo 都存在 </li></ul><ul><ul><li>in school …… at home 在学校……在家中 </li></ul></ul><ul><ul><li>in rural areas …… at local sporting events 在乡村田野……在当地体育活动中 </li></ul></ul><ul><ul><li>in coffee shops ……. in the media 在咖啡店……在媒体上 </li></ul></ul><ul><li>And where Milo is, it gives them and surrounds them with things that help them win at sport Milo 提供给的 , 都可以帮助他们在体育活动中赢得胜利的 </li></ul>
    202. 205. Helping Thai kids fulfil their sporting dreams 帮助泰国孩子完成体育的梦想
    203. 206. Some Techniques To Stimulate Point of Contact Opportunities 一些帮助激发接触点的技术 <ul><li>Day in the life 生活中的一天 </li></ul><ul><li>Snap shuffle deck 扑克牌 </li></ul><ul><li>The Compass dial 指南针 </li></ul>
    204. 207. A Day in the Life 生活中的一天 <ul><li>A stage-managed experience 一种体验 </li></ul><ul><li>Surrounding the team with the environment, emotions and expressions of the customer/brand relationship 让品牌团队感受品牌与消费者关系的环境、情感和表情等 </li></ul><ul><li>Stimulating all their senses - sound, sight, touch, smell, taste 刺激他们所有的感官 --- 听觉、视觉、触觉、味觉等 </li></ul>
    205. 208. Possible Stimuli 可能的刺激 Logo board of brands 品牌 Logo 班 Chart history of category Colours 色彩 CD collection 收集的 CD Bookshelf 书架 Framed family photos 家庭相册 Diary of a day in the life words, film or photos 一天的日记、录影、照片 Workplace noises 工作场所的声音 Photos 相片 Logos of business partners 商业伙伴的 Logo Their magazines 他们的杂志 Signals of their interests & activities 感兴趣事情和活动 Tools of their trade 交易工具 Bookshelf 书架 Contents of their handbags 手提袋中的内容 Videoclips & vox pops Competitive products 竞争产品 Articles on competitors 竞争者的文章 Holiday snaps 假日 Photos of bedroom or kitchen 居室、厨房的照片
    206. 209. Snap Carddeck <ul><li>Pick two cards, one from each deck 每个盒子内抽出一张卡片 </li></ul>Red Deck 红色盒子 Where they could be most involved 在那里他们会被 融入得最深 Blue Deck 蓝色盒子 What is happening in their lives 在他们的生活中 发生了什么? + Come up with possible points of contact 形成可能的接触点
    207. 210. Using Your Impression of What Is Happening in the World at Large … 运用你自己的印象 <ul><li>What do you feel is happening in people’s lives that might affect their relationship with the brand? 现实生活中发生的哪些事情,会影响到消费者与本品牌的关系 </li></ul><ul><li>Who or what do they specifically identify with in the world at large that the brand could pick up on? 哪些他们所认可的人或事本品牌可以学习、利用? </li></ul><ul><li>What is new in the marketplace that may influence the way they feel about the brand? 市场中的哪些新发展可能会影响到消费者对本品牌的感受? </li></ul><ul><li>What do you imagine the competition could get up to that could damage that relationship? 你想象一下, 竞争者做什么可能危及消费者与本品牌之间的关系? </li></ul>Blue Deck
    208. 211. Thinking About Where the Brand Could Identify With the Customer 思考在哪里品牌可以融入消费者 <ul><li>When are the brand’s customers most involved in the media they consume (time, place, behaviour and attitude of mind)? 在哪些时间,品牌的消费者对媒体最投入?(时间、地点、行为、态度) </li></ul><ul><li>Is there a natural media fit between the brand and its customers’ lifestyles? 是否存在自然的媒介,让品牌和消费者生活相联系? </li></ul><ul><li>What is changing in the way the brand’s customers consume media? 本品牌消费者消费媒体的行为是否有所改变? </li></ul><ul><li>In what way could the use of media be tailored to intensify the relationship between : a) different messages? b) different target audiences? 哪些方式可以让媒体度身定做以加强消费者与品牌的关系? a ) 不同的讯息 b) 不同的目标对象 </li></ul><ul><li>Is there a natural sequence to the choice or use of media in building greater involvement with the brand? 在选择和运用媒体上,是否存在自然的顺序,加强消费者对品牌的投入度 </li></ul>Red Deck
    209. 212. More Obvious Points of Contact 明显的接触点 The outer rim of the dial 罗盘的外层
    210. 213. Less Obvious Points of Contact 不太明显的接触点 <ul><li>Anything that allows us to link the brand to the customer in his or her Brand World is a medium 任何让品牌与消费者品牌世界产生联系的东西都是媒体 </li></ul><ul><li>For Example 例如 </li></ul><ul><li>Seagram Four Roses giveaway tattoos 纹身 </li></ul><ul><li>A potted plant 盆景 </li></ul>
    211. 214. <ul><li>I came upon this wine cork at a party. I was sniffing it, and lo and behold -- I discovered a message, literally right under my nose. It says &quot;Please visit our Web site at www.heron.com&quot; </li></ul><ul><li>So nowadays, this... ... is no longer just something that plugs up a bottle. It must suddenly be viewed as a communications vehicle... and yet another place for the consumer to experience the brand Rick Boyko </li></ul>A Wine Cork 葡萄酒软木塞
    212. 215. Have a Break 小憩片刻
    213. 216. Fun & Fitness in an MTR Mirror
    214. 217. Duracell Placed After Weather Reports on a Pager Long, long, long, long life - Duracell
    215. 218. Moving Through <ul><li>At this stage we have a number of possible points of contact through which the idea can connect with the customer 我们有一系列与 IDEA 有关的品牌接触点 </li></ul><ul><li>How do we then pick the best combination of points of contact - the Brand World we are creating? 我们如何选择接触点的最佳组合? </li></ul>
    216. 219. <ul><li>Our ability to surround the consumer with the brand in ways that work effectively increases the value of what we offer exponentially </li></ul><ul><li>Shelly Lazarus </li></ul>
    217. 220. Evaluation 评估 <ul><li>Intensity of involvement 投入强度 </li></ul><ul><li>How can a point of contact make the idea shine brighter? 接触点如何让 IDEA 变得更精彩? </li></ul><ul><li>Interplay 相互联系 </li></ul><ul><li>How can different points of contact work together for greater overall involvement? 不同的接触点如何共同作用,让整体品牌投入度最大化? </li></ul>
    218. 221. Interplay of Messages 讯息间的相互影响 Umbrella Message 主要讯息 IT can sharpen your business’ competitive edge. IBM understands, and is leading the way in biz transformation through e-business solutions IT 可以增加你业务上的竞争力, IBM 了解这一点,并且通过电子商务解决方案,引领 biz 领域的发展
    219. 222. Underneath the Umbrella Message Individual Product Messages 独立的产品讯息 Supporting Messages 支持讯息 IBM offers solutions tailored to China businesses IBM 为中国企业 提供定制的解决方案 e-biz is here and now in China - tried and tested e-biz 在中国进行试验 IBM combines local expertise with strong international heritage IBM 将国际形象和当地 经验相结合 Compatible, open architecture 兼容的开放平台
    220. 223. Prioritising Points of Contact As a Team Using a Strategic Impact Matrix 运用策略矩阵选择接触点 Interplay potential 相互影响 的潜力 7 8 9 4 5 6 1 2 3 1 2 3 4 5 6 7 8 9 Intensity of involvement -> 融入强度
    221. 224. Possible Points of Contact for Pore Strip Launch Pore Strip 上市的可能接触点 <ul><li>1. In store demonstration 店头展示 </li></ul><ul><li>2. Magazine sampling 杂志样本 </li></ul><ul><li>3. Mall event 购物商场活动 </li></ul><ul><li>4. Magazine feature 杂志 </li></ul><ul><li>5. Take one sampling in store 店头样品 </li></ul>
    222. 225. Scoring 得分 1 2 3 4 5 6 7 8 9 Intensity of involvement -> Interplay potential 7 8 9 4 5 6 1 2 3 1 1. In store demonstration 7.8 2 2. Magazine sampling 3.3 3 3. Mall event 9.9 4 4. Magazine feature 5.2 5 5. Take one sampling in store 5.7
    223. 226. Ponds (Philippines) Stripping Intensifying the Idea
    224. 227. Victoria’s Secret: Objective <ul><li>Get men to buy women’s underwear.. </li></ul><ul><li>让男人去买女人的内衣 . </li></ul>… ..as gifts for women …… 作为给女人的礼物 So where can we find attentive men? 哪里可以找到专心的男人?
    225. 228. And now for something completely different
    226. 229. Fashion show 时装秀 Webcast 网络 Superbowl ad Superbowl 广告 Do a world’s first and publicise it.. 开创先例,并且 让公众知道 Lead Ideas
    227. 230. Intensification by weaving the ideas together 将不同的 IDEA 组织在一起 <ul><li>Publicise unheard-of response to world’s first online fashion show advertised during the SuperBowl 在 Superbowl 期间发布广告, 告知公众世界上第一个网上市装秀 </li></ul>Problem: response levels crashed the system! 难题: 系统崩溃!
    228. 232. Summary 小结 <ul><li>Interplay and intensification improve results 相互影响和强化提升最终结果 </li></ul><ul><li>Brand World is a sensory surround that maximizes involvement through picking points of contact which will intensify involvement and working the interplay between them 品牌世界时一个感觉的世界, 它通过选择不同有相互影响的接触点,加强消费者对品牌的投入度 </li></ul><ul><li>Day in a Life, Snap, Points of Contact and the Strategic Impact Matrix are 360° tools 各种 360 度思考的工具 </li></ul>
    229. 233. Group Exercise 3 分组练习 <ul><li>Go back into your groups 回到你的小组 </li></ul><ul><li>Explore the Brand World for your brand 发掘你们品牌的品牌世界 </li></ul><ul><li>Generate Points of Contact options and evaluate them using the Strategic Impact Matrix 产出接触点并运用策略矩阵加以评估 </li></ul><ul><li>Report back in one hours time 1 小时后报告 </li></ul>
    230. 235. <ul><li>Conclusion 结论 </li></ul>
    231. 236. What We Have Done 我们学习了什么? Discovered the Challenge facing the brand in a 360 Degree way Described the Brand’s DNA Challenge 挑战 BrandPrint 品牌写真 Brand World 品牌世界 Created a world which maximises the interplay between the brand and its customers at various points of contact Idea
    232. 237. How We Got There 如何得到? Brand Audit 品牌检验 Brand Scan 品牌扫描 Points of contact 接触点 Gathered, ordered and interpreted information about the brand in a 360 Degree way Understood the unique relationship between the brand and its customers Defined the areas where the brand can intensify the impact it has on people’s lives
    233. 238. Sequence 顺序 Brand Scan 品牌扫描 Brand Audit 品牌检验 Points of contact 接触点 Challenge 挑战 BrandPrint 品牌写真 Idea Brand World 品牌世界 Executions 执行
    234. 239. Why We Have Done It 为什么我们这样做? <ul><li>Created great ideas that move our brands ahead at each point of contact between the brand and its customers 在品牌和消费者的每个接触点, 创造可以让品牌前进的伟大 IDEA </li></ul><ul><li>Selected the richest points of customer involvement on which to focus our efforts 选择消费者投入度最高的接触点, 让我们将力量集中在那里 </li></ul>
    235. 240. Thus 因此 <ul><li>Improved the relationship between clients and their customers 提升客户和他们消费者之间的关系 </li></ul><ul><li>Increased Client value in terms of market share, profit and share price 提升客户的价值,通过市场份额、利润和股价 </li></ul><ul><li>Added future Client value by driving new opportunities 通过驱动新的机会增加客户未来的价值 </li></ul><ul><li>Allowed us to be well paid for using our creativity in the pursuit of this cause 让我们有更好的回报 </li></ul>
    236. 241. Why We Have Done It 为什么我们这样做? <ul><li>Created great ideas that move our brands ahead at each point of contact between the brand and its customers 在品牌和消费者的每个接触点, 创造可以让品牌前进的伟大 IDEA </li></ul><ul><li>Selected the richest points of customer involvement on which to focus our efforts 选择消费者投入度最高的接触点, 让我们将力量集中在那里 </li></ul>
    237. 242. Thus 因此 <ul><li>Improved the relationship between clients and their customers 提升客户和他们消费者之间的关系 </li></ul><ul><li>Increased Client value in terms of market share, profit and share price 提升客户的价值,通过市场份额、利润和股价 </li></ul><ul><li>Added future Client value by driving new opportunities 通过驱动新的机会增加客户未来的价值 </li></ul><ul><li>Allowed us to be well paid for using our creativity in the pursuit of this cause 让我们有更好的回报 </li></ul>
    238. 243. Was It Worth it? 它值得吗? Is there a 360 Degree Plus? <ul><li>Is there interplay between the elements? 在主要元素健是否有相互影响? </li></ul><ul><li>Are we intensifying the idea? IDEA 有增强吗? </li></ul><ul><li>Is it practical and affordable? 它实际吗?负担得起吗? </li></ul><ul><li>Will it build the brand? 它是否会建立品牌? </li></ul>If not start again
    239. 244. Putting It All Together 将所有的东西放在一起 <ul><li>Draw a map to show how everything fits together 画个图看一下,每件事如何相互配合 </li></ul><ul><li>Think how you can communicate to your client in a compelling way 想一下, 如何与你的客户沟通 </li></ul>
    240. 245. Current Retrospective Cases 案例回顾 <ul><li>Amex Blue in Singapore </li></ul><ul><li>A Mild in Indonesia </li></ul><ul><li>IBM e business in China </li></ul><ul><li>Left Bank Café in Taiwan </li></ul><ul><li>Mild Seven In China </li></ul><ul><li>Milo in Thailand </li></ul><ul><li>Pond’s Pore Strip in the Philippines </li></ul><ul><li>Sanyuan Milk in China </li></ul><ul><li>SpeedPost in Hong Kong </li></ul><ul><li>Kotex White in Korea </li></ul>
    241. 246. 2. Talk to each other 彼此交谈 3. Know enough 足够了解 1.Attitude, Attitude, Attitude 态度 7. Just do it 4. Focus on output not process 重点是产出 不是过程 6. Rebuild the plane as you fly it 5. Do things differently 做些不一样 的事情 Key messages to take from from this session 本次课程的 主要讯息
    242. 247. Closing 结束语 <ul><li>360 Degree Branding is more complicated but not that complicated 360 度有点复杂,但并不是很复杂 </li></ul><ul><li>The basis is two group meetings - front and back 基础是两次团队的会议(前期和后期) </li></ul><ul><li>It doesn’t happen naturally 它不会自然的发生 </li></ul><ul><li>The big enemy is integration 最大的敌人是整合 </li></ul><ul><li>Red Fire is the passion that drives us 红色火焰是驱动我们的热情 </li></ul><ul><ul><li>Pre-eminent creative force 卓越的创意力量 </li></ul></ul><ul><ul><li>Best people 最好的人员 </li></ul></ul><ul><ul><li>Most valued by those who most value brands 被珍惜品牌的人所赏识 </li></ul></ul><ul><li>360 Degree without Red Fire reverts back to integration 没有红色火焰的 360 度将会回到整合的阶段 </li></ul>
    243. 248. To Be Successful at 360 Degree Branding You Have to Be Clear About 要成功运用 360 度品牌思考,我么必须清楚 <ul><li>Think 360 Degree from the beginning 从一开始就从 360 度角度思考问题 </li></ul><ul><li>360 Degree thinking is not linear 360 度思考不是线性的 </li></ul><ul><ul><li>focus on output not process 重点在产出,而不是过程 </li></ul></ul><ul><ul><li>don’t think about it as filling out a form or slavishly following a process 不要看作填表或跟随流程 </li></ul></ul><ul><li>Think in the round - e very thing connects with everything else 每件事情之间都有联系 </li></ul><ul><li>The final communications programme may not necessarily use all the disciplines available - only those that are appropriate 最终传播活动可能不会用到所有的方法,会选择哪些最合适的方法 </li></ul>
    244. 249. Biggest Recipe for Disaster 导致灾难的最大因素 <ul><li>Believing it is an end in itself </li></ul><ul><ul><li>losing sight of the end result by getting obsessed with the process 失去对结果的预见,沉迷在过程中 </li></ul></ul><ul><ul><li>thinking that the job can be done if we just answer a set of questions and complete a set of forms 认为仅仅回答一系列问题,填完一些列表格,工作就可以完成 </li></ul></ul>
    245. 250. Other Recipes for Disaster 其他导致灾难的因素 <ul><li>Feeling that it is quicker if we do it by ourselves without involving the Brand Team 认为自己进行比整个团队作业更快 </li></ul><ul><li>Generating lists of everything that could be done without prioritising those elements that will work together to get the brand more involved in peoples’ real lives 罗列每件事情,不从品牌融入消费者生活的角度来考虑优先顺序 </li></ul><ul><li>Seeing 360 Degree as cross-selling or just carving up a budget 将 360 度看作跨领域销售或仅仅作为瓜分预算的方法 </li></ul>
    246. 251. Was It Worth it? 它值得吗? Is there a 360 Degree Plus? <ul><li>Is there interplay between the elements? 在主要元素健是否有相互影响? </li></ul><ul><li>Are we intensifying the idea? IDEA 有增强吗? </li></ul><ul><li>Is it practical and affordable? 它实际吗?负担得起吗? </li></ul><ul><li>Will it build the brand? 它是否会建立品牌? </li></ul>If not start again
    247. 252. Putting It All Together 将所有的东西放在一起 <ul><li>Draw a map to show how everything fits together 画个图看一下,每件事如何相互配合 </li></ul><ul><li>Think how you can communicate to your client in a compelling way 想一下, 如何与你的客户沟通 </li></ul>
    248. 253. Current Retrospective Cases 案例回顾 <ul><li>Amex Blue in Singapore </li></ul><ul><li>A Mild in Indonesia </li></ul><ul><li>IBM e business in China </li></ul><ul><li>Left Bank Café in Taiwan </li></ul><ul><li>Mild Seven In China </li></ul><ul><li>Milo in Thailand </li></ul><ul><li>Pond’s Pore Strip in the Philippines </li></ul><ul><li>Sanyuan Milk in China </li></ul><ul><li>SpeedPost in Hong Kong </li></ul><ul><li>Kotex White in Korea </li></ul>
    249. 254. 2. Talk to each other 彼此交谈 3. Know enough 足够了解 1.Attitude, Attitude, Attitude 态度 7. Just do it 4. Focus on output not process 重点是产出 不是过程 6. Rebuild the plane as you fly it 5. Do things differently 做些不一样 的事情 Key messages to take from from this session 本次课程的 主要讯息
    250. 255. Closing 结束语 <ul><li>360 Degree Branding is more complicated but not that complicated 360 度有点复杂,但并不是很复杂 </li></ul><ul><li>The basis is two group meetings - front and back 基础是两次团队的会议(前期和后期) </li></ul><ul><li>It doesn’t happen naturally 它不会自然的发生 </li></ul><ul><li>The big enemy is integration 最大的敌人是整合 </li></ul><ul><li>Red Fire is the passion that drives us 红色火焰是驱动我们的热情 </li></ul><ul><ul><li>Pre-eminent creative force 卓越的创意力量 </li></ul></ul><ul><ul><li>Best people 最好的人员 </li></ul></ul><ul><ul><li>Most valued by those who most value brands 被珍惜品牌的人所赏识 </li></ul></ul><ul><li>360 Degree without Red Fire reverts back to integration 没有红色火焰的 360 度将会回到整合的阶段 </li></ul>

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