Victoria's Secret aims to get men to buy women's underwear as gifts. It proposes doing a world's first online fashion show advertised during the Super Bowl to publicize an unprecedented response. However, the response levels crashed the system. The document discusses intensifying brand involvement through various points of contact and the interplay between them to create a sensory brand world that maximizes involvement. It also covers brand audits, brand scans, challenge definition and idea generation in a 360-degree approach.

1. Victoria’s Secret: Objective Get men to buy women’s underwear.. 让男人去买女人的内衣 . … ..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？

2. And now for something completely different

3. 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

4. Intensification by weaving the ideas together 将不同的 IDEA 组织在一起 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 Problem: response levels crashed the system! 难题： 系统崩溃！

6. Summary 小结 Interplay and intensification improve results 相互影响和强化提升最终结果 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 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

7. Group Exercise 3 分组练习 Go back into your groups 回到你的小组 Explore the Brand World for your brand 发掘你们品牌的品牌世界 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 Report back in one hours time 1 小时后报告

9. Conclusion 结论

10. 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

11. 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

12. 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

13. Why We Have Done It 为什么我们这样做？ 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 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

14. Thus 因此 Improved the relationship between clients and their customers 提升客户和他们消费者之间的关系 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 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 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

15. Why We Have Done It 为什么我们这样做？ 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 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

16. Thus 因此 Improved the relationship between clients and their customers 提升客户和他们消费者之间的关系 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 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 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

17. Was It Worth it? 它值得吗？ Is there a 360 Degree Plus? Is there interplay between the elements? 在主要元素健是否有相互影响？ Are we intensifying the idea? IDEA 有增强吗？ Is it practical and affordable? 它实际吗？负担得起吗？ Will it build the brand? 它是否会建立品牌？ If not start again

18. Putting It All Together 将所有的东西放在一起 Draw a map to show how everything fits together 画个图看一下，每件事如何相互配合 Think how you can communicate to your client in a compelling way 想一下， 如何与你的客户沟通

19. Current Retrospective Cases 案例回顾 Amex Blue in Singapore A Mild in Indonesia IBM e business in China Left Bank Café in Taiwan Mild Seven In China Milo in Thailand Pond’s Pore Strip in the Philippines Sanyuan Milk in China SpeedPost in Hong Kong Kotex White in Korea

20. 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

21. Closing 结束语 360 Degree Branding is more complicated but not that complicated 360 度有点复杂，但并不是很复杂 The basis is two group meetings - front and back 基础是两次团队的会议（前期和后期） It doesn’t happen naturally 它不会自然的发生 The big enemy is integration 最大的敌人是整合 Red Fire is the passion that drives us 红色火焰是驱动我们的热情 Pre-eminent creative force 卓越的创意力量 Best people 最好的人员 Most valued by those who most value brands 被珍惜品牌的人所赏识 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

22. 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 Think 360 Degree from the beginning 从一开始就从 360 度角度思考问题 360 Degree thinking is not linear 360 度思考不是线性的 focus on output not process 重点在产出，而不是过程 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 Think in the round - e very thing connects with everything else 每件事情之间都有联系 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

23. Biggest Recipe for Disaster 导致灾难的最大因素 Believing it is an end in itself 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 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

24. Other Recipes for Disaster 其他导致灾难的因素 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 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 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

25. Was It Worth it? 它值得吗？ Is there a 360 Degree Plus? Is there interplay between the elements? 在主要元素健是否有相互影响？ Are we intensifying the idea? IDEA 有增强吗？ Is it practical and affordable? 它实际吗？负担得起吗？ Will it build the brand? 它是否会建立品牌？ If not start again

26. Putting It All Together 将所有的东西放在一起 Draw a map to show how everything fits together 画个图看一下，每件事如何相互配合 Think how you can communicate to your client in a compelling way 想一下， 如何与你的客户沟通

27. Current Retrospective Cases 案例回顾 Amex Blue in Singapore A Mild in Indonesia IBM e business in China Left Bank Café in Taiwan Mild Seven In China Milo in Thailand Pond’s Pore Strip in the Philippines Sanyuan Milk in China SpeedPost in Hong Kong Kotex White in Korea

28. 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

29. Closing 结束语 360 Degree Branding is more complicated but not that complicated 360 度有点复杂，但并不是很复杂 The basis is two group meetings - front and back 基础是两次团队的会议（前期和后期） It doesn’t happen naturally 它不会自然的发生 The big enemy is integration 最大的敌人是整合 Red Fire is the passion that drives us 红色火焰是驱动我们的热情 Pre-eminent creative force 卓越的创意力量 Best people 最好的人员 Most valued by those who most value brands 被珍惜品牌的人所赏识 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