奥美 360度品牌管理02.PPT

RevisedBrandAuditQuestions修正后的品牌检验问题,Thinkingaboutthespecificthingsthattriggerthisbrandsidentityinyourmind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Whenyouhearthebrandsname,whatimmediatelyspringstomind?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？Whatelse?还有呢？visualsorimages?视觉和形象？packagingorproductelements?包装和产品元素？bitsofcommunication?传播的片断？signsorsymbols?标志和符号？otherbrandlore?其他有关品牌的部分？Whatkindofpeopledoyouassociatewiththebrand,andhowdoyoufeelaboutthem?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？,Thinkingaboutthefeelingsandemotionsthebrandevokesinyou想象一下这个品牌给你带来的感受和情绪Whatspecificfeelingsandemotionsdoyouexperienceinconnectionwithusingthisbrand?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？Whatpersonalmemories,experiencesorassociationsdoesthisbrandbringtomind?这个品牌让你回忆起哪些个人的记忆、体验或联想？Whatdoesthisbranddoforyouinyourlifethatotherbrandsdont?这个品牌在你的生活中做了哪些其他品牌无法做的事情？whatuniquecontributiondoesitmake?它带来哪些独特的地方？whatspecialperspectivedoesitgiveyouaboutusingthecategory?它带给你哪些有关试用这个类别产品的特殊的观感？,Nowsteppingoutoftheroleofthebrandsuser,andconsideringalltheimplicationsoftheseinsights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Whatdotheseinsightssuggestorsignalaboutthebrand?这些消费者洞察暗示了这个品牌的哪些方面？Whatisthemoodofthebrand?这个品牌的情绪是怎样的？Howdothefeelingsandemotionsthisbrandevokesdifferfromthoseitsleadingcompetitorevokes?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？,BrandAuditHelpsUsDefinetheUniqueRelationshipBetweentheCustomerandtheBrand品牌检验帮助我们确定消费者与品牌之间的独特关系,ThebrandsDNAexpressedinawritten书面表达的品牌DNA,BrandPrint品牌写真,WhenYouWriteaBrandprintYouWillAlmostCertainlyStartWithHaveTooManyWords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,ChivasRegal:Thailand,Chiivasisthenight.Apaletofflickeringneonandblinkingcarlights.Theblastofrawmusicasyouswingthroughthedoorsofacrowdedfriendlypub.Chivasisneverwantingthenighttoend.BecauseChivasiscamaradie.Aclutchoftruefriendsforever.ThesubtlesplashofChivasovericeunderliningaburstofuninhibitedlaughter.Thestuffourfondestmemoriesaremadeof.AndChivasisirrevocablyright.itimpartsanelitistspirittothepeoplewhodrinkitThewhiskypreferredbycontenporary,affluentyoungmen.whichwomenareonlytoohappytoshare,WhenLookingatandEvaluatingBrandPrints当你细看及评估品牌写真时,RememberNeilFrenchsstoryofthebrilliantcarverofwoodenelephants记住NeilFrench关于伟大的木象雕刻匠的故事Hissecretformakingperfectelephantswastocutawayeverythingthatwasnotelephant它创造完美大象的秘诀是，去掉所有不是大象的部分,ExamplesofShorterBrandPrints精悍的品牌写真-例如,JaguarOriginalImpulseTheEconomistBankofChinaAmericanExpress,Jaguar(USA),ThedifferencebetweenJaguarandothercarsrunsdeeperthansheetmetalandengineering:Itsaboutsoul,passionandoriginalityAJaguarisacopyofnothing.justlikeitsownersJaguar和其他轿车的差别不仅在钢板和引擎技术在于精神、热情和原创性Jaguar都是独一无二的就象它的主人,Impulse(Europe),ImpulsegivesmetheconfidencetoexploreandenjoythesometimesbumpyjourneyintowomanhoodAsIexperimentwiththeemergingme,Impulsesurroundsmewithanenergyfieldfilledwithvitality,spontaneityandthecouragetobemyself,TheEconomist(Asia),TheEconomistisredanddaringItsboldcovershintatwhatlieswithin:provocative,brutallyhonestandnon-conformistopinionsBeholdentonoone,itrefusestokowtowtopopularity,andseesthroughthenewclothesofemperors,politiciansandtaipansalike,BankOfChina(Singapore),TheBankofChinaistheWiseOldManItbringswisdomtodealingswithyourassets.theWisdomofWealth,AmericanExpressisnotforeverybody.Itisforthosewhothinkbiggerthoughts,dobiggerthings,andpaintbiggerpictures,AmericanExpress,AdditionalWaystoApproachWritingaBrandPrint其他形成品牌写真的方法,AtoZPhotomontage图片集锦,AToZ-AVerbalBank,Usingwordassociationtoarticulatesuppressedfeelingsandemotions运用词汇联系来表达潜在的感觉和情绪CanbeusedinadditiontoBrandAudittoenrichvocabulary除了可以运用在品牌检验，还可以丰富词汇e.g.BMW(NewZealand),HowItWorks如何运用,GeneratewordassociationsforthebrandbeginningwiththeletterAandwritethemdown将字母A开头的与本品牌有关的词汇都写下来ThenfortheletterB,thenforletterCetcetctoZ接着字母B，字母C到字母ZReviewyourWordBank重新检视你的词汇银行Selectoneassociationforeachletter每一个字母选择一个有联系的内容Writeasummary写下小结,WesawaBMWas:HavingpowerundercontrolAfeelingofsuperiorityachievedbybeingthetamerofapowerful,passionatebeastAperfectsenseofharmonyandbalanceinacarwhichhaspurepowerandpassionunderitsskinTheBrandPrintwascraftedfromthispoint,Photomontage-AVisualBank图片集锦-视觉银行,Capturesspontaneous/implicitperceptions抓住自发的、有暗示意义的认知Veryusefulinunderstandingcompetitivedifferences在理解竞争性差异时非常有用Canbeusedinadditiontoothertechniquestoenrichvisualimages可以运用在其他技术上以丰富视觉形象,HowItWorks如何运用,Takeapileofoldmagazinesofalltypes找出一对旧的各式各样的杂志Issueeveryonewithscissors发给每个人一把剪刀Getthegrouptocutoutpicturesofimagesthatseemrelevanttothebrandandformthemintocollages让小组建下与品牌有关的图片，并将他们贴起来Askeachindividualtoexplaintheircollage让每个人解释他们的图片Summarise总结Useforcompetitorstoo对竞争品牌用同样的方法,WhatABrandprintIs什么是品牌写真,Avividstatementoftheuniquerelationshipthatexistsbetweenaconsumerandabrand一句有关消费者和品牌间独特关系的生动的陈述TheBrandsDNAofitsfingerprint品牌指纹的DNAThecoretruthandspirit核心事实和精神Uniquetothebrand.Impossibletotransfer具有独特性，无法被转让,ABrandprintIsNot品牌写真不是.,Adescriptionofthebrand一个关于品牌的描述Adescriptionoftheadvertising一个关于广告的描述Amarketingobjective一个市场目标Astrategy一个策略Abrief一份简报Awishlist一份愿望表,AGoodBrandPrint好的品牌写真PoetrynotProse-27Drafts,Everyoneattempts,butone(usuallycreative)personisresponsibleforthefinalwords每个人的努力，一个人（通常是创意人员）负责形成最后文字Preparationisimportant.Takealongwalk,abath,aglass(ortwoorthree)ofwine.准备工作很重要。散步、冲凉、喝几杯葡萄酒.Mindsetiscritical.Lockuptheleftbrain,unlocktheright思维设定很重要。锁上左脑，打开右脑。Exploreallsensorydimensions-look,sound,smell,touch,taste探索所有感官的方面看、声音、味道、触摸、品尝Feelingsfirst,imagesnext,descriptiveslast第一是感觉、其次是形象、最后是描述,WritingaBrandPrint撰写品牌写真,Avoidyetismslike避免转折语Traditionalyetcuriouslymodern传统但现代Youngheartedyetappealingtoallages年轻人的心但适合所有年龄人群Avoidclich避免官腔Inthisfast-pacedmodernworld,itsnicetoknowthatBrandYisstillofferingZbenefit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Watchtiredlanguage注意滥用的词语PowerfulORReliablyeffectiveORLight,fineconsistency强有力的，或者可靠的效果，或者轻，精美的结合,AvoidTiredLanguageGetSomeFreshnessinYourWords避免滥用的词语你的词汇应具有新意,Orange,loud,aggressive.hellbentongettingridofdirt,stainsandodours(Radion)Hopewithoutthehype.acreamyconcoction.ahandshakebargain(Dove)Squeakycleanpowderthatmakesanoiselikefootstepsincrispwhitesnow(Birds),ATestforRecognisingAGoodBrandPrint测试,Distinctive与众不同Clear清楚Colloquial通俗的Truthful诚实的Colourful有色彩,Aha!,CompetitiveAdvantagesOfBrandStewardship品牌管家的好处,Openidea(notablackbox)开放的想法Participative参与Intuitive直觉Relativelyinexpensive相对不昂贵GenuinelyOgilvy诚实的奥格威,BeyondTheBrandPrint除了品牌写真,TheBrandPrintisonlythebeginning品牌写真仅是开始Itshouldinfluenceeverythingyoudoonyourbrand它将会影响到你对品牌做作的每一件事情Itisnotre-writtenveryoften它并不会经常被修改WhenputtogetherwiththeChallengeitshouldprovoketheBrandIdea当与品牌挑战方在一起，它可以激发品牌IDEA,TeamExercise1分组练习,Pickthebrandassignedtoyourgroup根据各组被指定的品牌Reviewwhatyoualreadyknowaboutit重温你们对该品牌了解的所有内容ConductaBrandAuditonit,针对它作品牌检验Definethebrandprint形成品牌写真Reportbackinonehourstime1小时后报告,4,Ideasina360World360度世界中的IDEA,UnlessyouradvertisingisbuiltonaBigIdeaitwillpasslikeashipinthenightDavidOgilvy-HowtocreateAdvertisingthatSells,360isjustacompassandanemptyoceanwithoutaBigIdea,Why为什么？,360onlyworksifthereisastrongideabehindit只有背后存在一个很强的IDEA时，360才会起作用Clientsbuyourideasnotourprocesses客户买的是我们的IDEAS，而不是过程Wemightwanttoshowourwivesourmuscularbodiesbutnotourexercisemachines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,Unlesswehaveasenseofwhatanideaisitisveryhardtosaywhetheranyoneideaisgoodorbad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,Exercise1,WhatIsanIdea?什么是IDEA？,TheClassicDefinition,Bisociationoftwoormorepreviouslyunconnectedthoughtmatrices两个或多个以前不相关想法的组合ArthurKoestler,ParetoDidntOnlyThinkAbout80/20RulesHisDefinition.,Anewcombinationofoldelements旧元素的新组合Pareto,ADefinitionFromTheCreativeDirectorofJWTintheNineteenTwenties,Inadvertisinganidearesultsfromanewcombinationofspecificknowledgeaboutproductsandpeoplewithgeneralknowledgeaboutlifeandevents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JamesWebbYoung,PuttingtheElementsTogether.OurDefinition我们的定义,Anunexpectedcombinationofdifferentthoughtswhichputsaparticularthinginanewandinvolvingcontext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,Or,ToPutItAnotherWay或者从另一个角度,Makingthefamiliar让熟悉的事务andthestrangefamiliar和陌生的事物变得熟悉,Strange,ThinkofSomeExamples,Ofideasthatgrewoutofcombiningfamiliarthingsinanunfamiliarwayor将熟悉的事物用不熟悉的方法组合起来seeingthefamiliarinanunfamiliarway用不熟悉的方法看熟悉的事物,Exercise2,IBMLaunchWhatIsanIdea?ShowFilms,SoWhatWasTheIBMIdeaIBM的IDEA是什么？,IBMIdea,Unexpectedusers,everywhere,areenfranchisedbytechnology意想不到的使用者，在任何地方，被技术赋予同样的权利,PuttingThisintotheContextof360DegreeBrandThinking将这些放在360度思考的框架内,Challenge挑战Inordertomeetourobjectivewehaveto为了达到我们的目标，我们必须.BrandPrint品牌写真adescriptionoftheBrandsDNA品牌DNA的描述IdeatheunexpectedcombinationofdifferentthoughtswhichputsthebrandinanewandinvolvingcontextExecution执行thetechniques,propertiesandproductionvalueswhichconveytheidea可以传达IDEA的技术、道具、制作等,IBM,Challenge挑战IBMastheunderlyingfabricoftheinformationageIBM作为信息时代的基石BrandPrint品牌写真magicIcantrust我可以相信的魔力,IBM,Ideaunexpectedusers,everywhere,areenfranchisedbytechnology出乎意料的使用者,在任何地方,被技术赋予同样的权利Execution(advertising)执行(广告)subtitlesprovideavehicleforoverlayingtechno-speakonordinaryspeak,Exercise3inPairs,HowwouldyoutranslatetheIBMcreativeideaintoaposter?如何将IBM创意IDEA转化成海报?,TakingIdeasAcrossDisciplinesorMedia,Translation-adaptationonly转化Stretching-extendingtheideainsome延展性way,orusingthenewcontexttopresenttheideainadifferentlightInterplay-makingtheIdeahaveimpactina相互影响differentordeeperway,Execution执行,Techniquesarenotideas技术不是IDEAdemonstration展示sliceoflife生活片断endorsementbypersonality个性的背书Apropertyisanexecutionalcomponentthatintimestartstosignifytheidea,IdeasandExecution,Idea,Weak弱Strong强,Execution,Great杰出Poor较差,Exercise4,Pickthebrandassignedtoyourgroup根据每组指定的品牌Youhavealreadyidentifiedthekeychallengefacingthebrandandhaveestablisheditsbrandprint.你们已经确定品牌所面临的挑战，同时完成其品牌写真Notkeepingthatinmindcomeupwithabrandidea现在产出一个品牌IDEAReportbackinhalfanhour半小时后报告,SevenSecretsforGreatIdeas杰出的IDEA得七个秘诀,1.Definingthecharacteristicsofgreatideasintheabstractwillnothelpyoucreateoneintheslightest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。2.Thebestideascomeoutofaprocessof“emotionalsmothering”ofthecreativeteam最好的IDEA来自于创意小组的“情感窒息”3.Thecreatoroftheideaoftendoesnotalwaysrecognizeitassuchhimself杰出IDEA的创造者，经常自己无法辨识。,SevenSecretsforGreatIdeas,4.Thereareahundredstagesduringwhichgoodideascanbelost,mostoftheminternal有很多阶段，好的IDEA会被放弃，大部分是在我们内部5.Clientsassessideasrelativelynotabsolutely客户不会绝对的评估相关的IDEA6.Researchcankillgoodideasbutitcanalsosavethem调研可以杀死好的IDEA，但也可以拯救它。7.Thebestcreativeideasbecomestrategicideasratherthanviceversa最好的创意IDEA可以成为策略IDEA，相反的情况则不多,5,WhereHaveWeGotto?我们已经知道什么？,Wehaveinterrogatedthebrandina360waytofindoutitsweaknesses-theChallenge我们已经从360度角度审视品牌,寻找它的弱点-品牌挑战WehaveexploredthesubjectiveaspectsofthebrandtoarriveataBrandPrint我们已经发掘出品牌的主要方面,形成品牌写真PuttingtheBrandPrinttogetherwiththeChallengesparkstheIdea品牌写真与品牌挑战一起,激发出品牌IDEAWenowhavetotaketheIdeaoutintotheworldofthecustomerandmaximisetheirinvolvement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,CreatingaBrandWorld创造一个品牌世界,BrandWorld品牌世界,PointsofContact接触点,Idea,WhatWeAreTryingtoDoDifferently我们试图有哪些不同的做法?,ConventionalCommunication传统的传播Singleunconnectedshots单纯无联系,360Communicatio360度的传播CreatesaBrandWorldwhichinvolvesthecustomer创造一个融入消费者的品牌世界Anexperienceofthebrand,notjustthedeliveryofacommunication品牌的体验,非仅仅讯息的传递,GreaterInvolvementIsAbout较强的融入度是关于,Intensity密集度Aparticularpointofcontactmakingtheideashinebrighterandthusinvolvingthecustomermore可以让品牌IDEA发光的接触点,同时让消费者融入更深.Interplay相互影响Differentpointsofcontactworkingtogetherforgreateroverallinvolvement不同接触点共同作用,以达到最大的融入度.,MultipleConnections多维联系,Theideaconnectswiththecustomerinmultipleways-creatingasensorysurroundIDEA以多种方式与消费者相连接,创造整体感受,InTheDifferentEncounterstheCustomerHasWiththeBrandatDifferentPointsofContact不同的接触点,消费者与品牌有不同的接触状况,Wecancreateinterplaybetweentheencounters我们可以创造它们之间的相互影响,Wecanusethisinterplaytointensifyinvolvement我们可以运用这些相互影响加强品牌的融入度,LaunchingaNewLowCostCreditCard:TheOldWay低费用信用卡上市(旧方式),LaunchTVcommercial上市电视广告Simultaneouspressconference同时举办新闻发布会MailpackcarriesstillfromTVC邮件外表来自TVC,Thismaybeintegration:itisnot360thinking这可能市整合的思考,但不是360度的思考,LaunchingaNewLowCostCreditCard:TheNewWay低费用信用卡上市(新方式),Ineditorialcolumns,aspeciallycommissionedexternalreportonthehighcostofborrowingreceiveshighcoverage-creatinganissue专栏创造话题LaunchTVadvertisingmajorsonanewkindoflowinterestcard-capitalizingontheconcern电视广告形成关注Amailshotmakesanearlybirdofferandprovidesdetailedcompetitivecomparisons邮件提供详细的比较,Interplay相互影响,Creatinganissue创造话题,Offeringasolution提供解决方案,Makinganoffer,LowInterestRates低利率,InterplayThroughTime时间上的相互影响,Level25wks,Inform&educate告知教育Driveresponse引导反应,PR公关Outdoor户外Posters海报Events事件PrintAds平面Radio电台Buses车身DRTV,DRTVTelemarketing电话行销SolicitationPacksTake-OnesWeb-Site网站FSI,WelcomePackWelcomeCallBalanceTransferMGMMembershipRewardsX-Sell,GettingtheBrandTeamtogether集合所有品牌团队成员,Thesecondpointwhenthewholeteamhavetomeet,includingMindshare第二次所有成员必须参加,包括传立Atanktreatmenttoimmerseourselvesintheworldofthecustomer让我们进入消费者的世界andexplorehowthebrandcangetinvolvedinpeoplesreallives探究品牌如何更多融入人们的生活,CloseYourEyesandImagineSeeingaFish闭上眼睛,想象你正看到一条鱼,Nowcloseyoureyesagainandimaginebeingafish现在再次闭上眼睛,想象你自己变成一条鱼,BeingaFish,NotSeeingaFish变成鱼,而不是看着鱼,PointsofContact接触点,Explorethepossiblepointsofcontactbetweenthebrandanditscustomers探究品牌与其消费者之间的可能接触点Thinkaboutcustomerseverydaylives-wheredotheymostoftenthinkaboutandusethebrand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,ForInstance,theBrandWorldforMiloinThailand例子:Milo的品牌世界,泰国,Miloistherewheneverandwhereeverthecustomersare无论何时何地,Milo都存在inschoolathome在学校在家中inruralareasatlocalsportingevents在乡村田野在当地体育活动中hemedia在咖啡店在媒体上AndwhereMilois,itgivesthemandsurroundsthemwiththingsthathelpthemwinatsportMilo提供给的,都可以帮助他们在体育活动中赢得胜利的,HelpingThaikidsfulfiltheirsportingdreams帮助泰国孩子完成体育的梦想,SomeTechniquesToStimulatePointofContactOpportunities一些帮助激发接触点的技术,Dayinthelife生活中的一天Snapshuffledeck扑克牌TheCompassdial指南针,ADayintheLife生活中的一天,Astage-managedexperience一种体验Surroundingtheteamwiththeenvironment,emotionsandexpressionsofthecustomer/brandrelationship让品牌团队感受品牌与消费者关系的环境、情感和表情等Stimulatingalltheirsenses-sound,sight,touch,smell,taste刺激他们所有的感官-听觉、视觉、触觉、味觉等,PossibleStimuli可能的刺激,Logoboardofbrands品牌Logo班,Charthistoryofcategory,Colours色彩,CDcollection收集的CD,Bookshelf书架,Framedfamilyphotos家庭相册,Diaryofadayinthelifewords,filmorphotos一天的日记、录影、照片,Workplacenoises工作场所的声音,Photos相片,Logosofbusinesspartners商业伙伴的Logo,Theirmagazines他们的杂志,Signalsoftheirinterests&activities感兴趣事情和活动,Toolsoftheirtrade交易工具,Bookshelf书架,Contentsoftheirhandbags手提袋中的内容,Videoclips&voxpops,Competitiveproducts竞争产品,Articlesoncompetitors竞争者的文章,Holidaysnaps假日,Photosofbedroomorkitchen居室、厨房的照片,SnapCarddeck,Picktwocards,onefromeachdeck每个盒子内抽出一张卡片,RedDeck红色盒子Wheretheycouldbemostinvolved在那里他们会被融入得最深,BlueDeck蓝色盒子Whatishappeningintheirlives在他们的生活中发生了什么？,+,Comeupwithpossiblepointsofcontact形成可能的接触点,UsingYourImpressionofWhatIsHappeningintheWorldatLarge运用你自己的印象,Whatdoyoufeelishappeninginpeopleslivesthatmightaffecttheirrelationshipwiththebrand?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Whoorwhatdotheyspecificallyidentifywithintheworldatlargethatthebrandcouldpickupon?哪些他们所认可的人或事本品牌可以学习、利用？Whatisnewinthemarketplacethatmayinfluencethewaytheyfeelaboutthebrand?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？Whatdoyouimaginethecompetitioncouldgetuptothatcoulddamagethatrelationship?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？,BlueDeck,ThinkingAboutWheretheBrandCouldIdentifyWiththeCustomer思考在哪里品牌可以融入消费者,Whenarethebrandscustomersmostinvolvedinthemediatheyconsume(time,place,behaviourandattitudeofmind)?在哪些时间，品牌的消费者对媒体最投入？（时间、地点、行