世界著名广告策划公司360度品牌管理

1、1 360 degrees brand cascade june 30th- july1st shanghai do you feel that you are. 你是否觉得你是. in the right industry? 在一个正确的行业工作? with the right agency? 在一个正确的公司工作? at the right time? 在正确的时间? individual pre-session exercise: framing the agenda 个人练习： based on what you know now about 360 degree branding,

2、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 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 an opportunity 机会 a problem 问题 a balance we need to make between two or more things在几件事

3、情之间我们需要做的平衡 agenda 议程 introduction- the why and the what 为什么会有360度，什么是360度 the how- four parts of 360 thinking 如何运用 （360度思考的四个部分） challenge 挑战 brand print 品牌写真 idea 想法 brand world 品牌世界 why 360 degree branding? 为什么产生360度品牌管理？ worldwide task force report: two years ago we operate in silos 我们在井中作业 our

4、business is being pushed downstream 我们的事业正走向下游 management consultancy threat with ceo level contacts 管理顾问公司威胁到ceo层面的接触 direct related to new distribution high end pr ceo brand manager 品牌经理品牌经理 marketing director 行销总监行销总监 strategic 策略的策略的 operational 运作的运作的 tactical 战术的战术的 direct advertising sales pr

5、omotion low end pr needs需求 we are in the knowledge business 我们处在一个需要知识的行业 we need more knowledge 我们需要更多的知识 we are in the ideas business 我们处在一个需要想法的行业 we need more ideas 我们需要更多的想法 we are in the brand business 我们处在一个建立品牌的行业 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 what sort of compa

6、ny 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 unlimited we cross disciplines in a 360 degree way 通过360度思考跨越专业 we cross borders 跨越边界 we challenge barriers 挑战障碍 we take it all the way through 我们全方位运用 insight.ideas .execution .evaluation 洞察idea执行评估 we build the brand to its ful

7、l potential 我们将品牌建立至极限 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 since that initial task force: worldwide absorb philosophy 吸收哲学 period of debate - keep individual disciplines

8、保持独立的原则 experiments on how to work together differently 尝试如何共同协作 gains on key accounts 来自重要客户的经验 amex business partnership amex 商业伙伴 ibm increase share of client total budget (key measure) adver one to public design/ media -tising one relations identity promotion buying australia bangladesh china ho

9、ng kong india indonesia japan malaysia new zealand pakistan philippines singapore south korea sri lanka taiwan thailand vietnam ogilvy resources in asia pacific 奥美在亚太区的资源 structural and attitudinal obstacles to implementing 360 degree branding 实行360度品牌管理的障碍 three tools to help remove the obstacles 三

10、个帮助消除障碍的工具 changed structure 改变的结构 brand teams 品牌团队 brand profit & loss (p&l) 品牌损益 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 agreed struc

11、ture for a 360 degree agency（360度代理商的结 构） the brand team 品牌团队 a leader who leads 一个品牌领导者 team members who connect 接触紧密的成员 sitting together, ideally 理想状况下，应该坐在一起 the brand p&l 品牌损益 share of client target 分享客户的目标 a p&l which reports horizontally 垂直报告的损益 jobs tracked at an individual level 工作遵循独立的层面 in

12、come distributed and profit distributed pro rata versus hours spent 收入和利润根据时间花费进行分配 finance, admin and it partners head head head head head head of country multi-disciplinary brand teams consulting imagineers adv sales promotion one public relations identity creative agreed structure for a 360 degre

13、e agency（360度代理商结构 ） what 360 degree does for us 360度可以为我们做什么？ 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 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

14、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

15、系 a brand is the totality of what the customer experiences 一个品牌是消费者所经历的总和 in 360 degree 在360度过程中 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 you must customize the message for each encounter 针对每一次机会，设计需要传达的信息 you are arranging the encounters

16、 to make sure they enrich the customers 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 a 360 degree brand scraps and straws that add up to the most valuable asset a company has 360 degree brand stewardship 360度品牌管家 creates great ideas that move our brands ahead at each point of contact

17、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 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 360 degree brand stewardship 360度品牌管家 improves the relationship between clients and their customers 增强客户和消费者之间的关系 incre

18、ases 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 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 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 our 360 degree brand thinking 360度品牌思考 cracks the

19、non-traditional customer in singapore generates profits from dreams in taipei milks sport for all it is worth in thailand silences a whisper with confidence in korea makes money out of striptease in the philippines turns an advertising property into a populist slogan in indonesia discovers the power

20、 of self discovery in china 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 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 so heads started to become the same shape 因此，头脑也逐渐变成同样的形状 to fit the briefs which were the same shape

21、 - square pegs into square holes 以适应同样形状的广告简报 so adman looked like this 所以，广告人看起来都是这个样子的 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 so different shaped heads were required 导致对不同形状头脑的需求 to make up the full orchestra of disciplines 为建立整个管弦乐队 specialisation

22、 can create walls & silos 专业化创造墙和井 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 plus other sorts of briefs 加上其他类型的简报 old integration 以前的整合 each discipline sits in a silo 每个专业都坐在井里面 strategy is developed in a lead disci

23、pline (usually advertising) 策略在主导专业中发展（通常是广告） the lead discipline develops its idea (usually television) 主导专业发展它的“idea”（通常是电视） 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

24、） whats changed 引起哪些变化？ rising cost of television 抬高电视的费用 media fragmentation 媒介破碎分离 new media - internet, cable, video on demand新媒体的诞生-互联网、有线 电视、点播录像 importance of endorsement 背书的重要性 search for better value from brand spending在品牌投资中寻求更好的价值 we need to change the shape of our heads to approach 360 de

25、gree brand thinking 为实行360品牌思考，我们需要改变我们头脑的 形状 ? the new 360 degree branding approach 新的360度品牌建立方式 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 come up with a big idea 产出一个“big idea” chos

26、e points of contact to intensify the involvement of the brand in peoples lives 选择接触点，加强品牌在人们生活中的融入度 the new 360 degree branding approach 新的360度品牌建立方式 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 single, dual or multiple disci

27、plines are used 是否运用到单一、双重还是多元的专业 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 the best chance of being 360 degree is when you have a very strong idea. if its strong, it will start to happen naturally “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。” shelly lazarus to go

28、 along with our new heads we need 为了配合我们的新头脑，我们需要： stimuli to provoke new thinking 激发新思维的工具 new ways of working together that 新的协作方式 use the full resources of the brand team 运用品牌团队的所有资源 avoid wheel-spinning and duplication of effort 避免重复劳动 maximise our creativity 最大化我们的创造力 to go along with our new h

29、eads we need 为了配合我们的新头脑，我们需要： practice to ensure we can 锻炼可以保证我们 pick the rough diamonds from the river gravel 在沙砾中筛选出钻石 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 cases to inspire us along the way 案例可以激发我们 biggest recipe for disaster 导致灾难的最大因素 believing it is an end i

30、n itself 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 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 other recipes for disaster 其他导致灾难的因素 feeling that it is quicker if we do it by

31、 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 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

32、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 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度品牌思考与整合概念的差异性 integration整合 laundry list of opportunities all of which would be nice to do but dont necessarily solve the critical issue 罗列所有的机 会点，有些可能还不错，但并不是

33、解决关键问题所需要的 no strategic guiding principle 没有策略指导原则 idea acts as superficial badging device idea仅作为表面的东西 360 degree brand thinking solving the critical challenge of the brand 解决品牌面临的主要挑战 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 driven by an

34、idea, which it extends 以可延伸的idea为指导 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 some agencies scorn research, marketing and homework. they skid around on the surface of irrelevant brilliance at ogilvy we ask you to do your homework and create brilliant campaigns david ogilvy s

35、equence of 360 degree brand thinking 360度品牌思考的顺序 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 there is a natural sequence for the team to move through 存在一个自然顺序 but we need to check back to insights from previous stages to provide stimulus and ensure that everyt

36、hing 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。 the elements 主要元素 brand scan 品牌扫描 brand audit 品牌检验 points of contact 接触点 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 brands dna 描述品牌的dna create a world which maximis

37、es 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 what we need 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

38、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 peoples lives 确定品牌可以增强其对人们生活影响的接触点 how we get there 如何达到？ 2 from brand scan to challenge 从品牌扫描到挑战 where the brands problems lie 品牌的问题在哪里？ bra

39、nd scan 品牌扫描 challenge 挑战 equities 资产 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 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 we assess the strengths and weaknesses on each as a health check on the b

40、rand 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 image 形象 goodwill 商誉 product 产品 customer 消费者 visual 视觉 channel 销售渠道 a composite of six interrelated equities 6个方面资产的组合 the brand team needs to know product产品 how the product performance supports the brand产品的表现如何支持品牌？ image形象 whether the brands image is strong and eng

41、aging是否品牌形象很强并且吸引消费者？ customer消费者 how strong the brands customer franchise is 品牌消费者的特权有多强？ the brand team needs to know channel销售渠道 how well the brand is leveraged in the trade environment 通路环境对品牌的影响如何？ visual视觉 whether the brand presents a clear, consistent and differentiating presence是否品牌具有清晰、持续和差

42、异化视觉形 象 goodwill商誉 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？ recognise this brand? 辨认这个品牌 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 health check: amex versus diners in hong ko

43、ng amex 和 diners 品牌健康检查 image goodwill product customer visual channel image goodwill product customer visual channel health check: amex versus hsbc visa in hong kong amex 和 hsbc 品牌健康检查 image goodwill product customer visual channel image goodwill product customer visual channel not until we have as

44、sessed 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 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 and can we define the challenge facing the brand 我们才能确定品牌面临的挑战 equities 资产 equities are not disguises for group c

45、ompanies or communication disciplines 资产不是一群公司或多种传播方法 的伪装 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 what we use to help discovery 我们运用什么来帮助发掘？ 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

46、课 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） 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” and the compass dial as a visu

47、al prompt 视觉化工具“指南针” stimuli questions in the shuffle deck: product equity “扑克牌”中的问题：产品层面 what makes this product superior to the competition? 这个产品优于竞争品牌的原因有哪些？ 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？ are there things about this product which, if bet

48、ter 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？ stimuli questions in the shuffle deck: product equity “扑克牌”中的问题：产品层面 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？ if there is a range of products, how do they clarify or confuse the proposition?

49、 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？ 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？ example: jaguar is a quirky brand 例子：jaguar 是一个诡异的品牌 the engineers built back fe

50、atures into the product to reinforce this product equity e.g. an instrument dial in a unusual place stimuli for image equity 形象层面 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 ？ does the brand lead or follow trends set in the market place? 品牌是否引领或追随在

51、市场中的潮流？ 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？ 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？ stimuli for image equity 形象层面 is there a strong idea underpinning the brands

52、image? 在品牌的形象背后，是否存在一个很强的“idea”？ to what extent is the brands share of voice an influence on its image strength? 品牌的“sov”对品牌强弱的影响有多大？ 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？ example: p

53、onds skin lightening in japan weighed down with a grandmothers cold cream reputation 重负“祖母的冷霜”的形象 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 double white skin lightening cream made ponds once again seem an innov

54、ator (after following the trends for a generation) 双重美白霜让ponds又一次被看作创 新者 stimuli for customer equity 消费者层面 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？ is the brand popular amongst the people who should be it

55、s natural users? 在品牌的自然使用者中，本品牌是否被广为接受？ 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？ 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？ stimuli for customer equity 消费者层面 what i

56、s 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？ 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？ is this brand getting its fair share of the customers wallet? 是否本品牌得到其应该得到的份额？ does this brand treat its

57、 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？ in most countries nestl enjoys unique customer equity advantages linked to its product portfolio 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 umbrell

58、a branding extending into many aspects of the customers life (unlike unilever) 品牌扩展到消费者生活的很多方 面 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 stimuli for channel equity 销售渠道方面 does the existing mix of different channels work to the best advantag

59、e of the brands 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 are there new potential channels to explore? 是否有潜在的销售渠道可以发展？ 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？ do sales force and channel activity work well together? 销售力量和渠道活

60、动是否配合得很好？ stimuli for channel equity 销售渠道方面 can sales leads be traced if they are sold through the channel? 销售痕迹是否可以被追踪到？ 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？ what do potential customers know about where to find the bra