品牌管理讲座 2

Victoria’sSecret:ObjectiveGetmentobuywomen’sunderwear..让男人去买女人的内衣.…..asgiftsforwomen……作为给女人的礼物Sowherecanwefindattentivemen?哪里可以找到专心的男人？AndnowforsomethingcompletelydifferentFashionshow时装秀Webcast网络SuperbowladSuperbowl广告Doaworld’sfirstandpubliciseit..开创先例，并且让公众知道LeadIdeasIntensificationbyweavingtheideastogether将不同的IDEA组织在一起Publiciseunheard-ofresponsetoworld’sfirstonlinefashionshowadvertisedduringtheSuperBowl 在Superbowl期间发布广告，告知公众世界上第一个网上市装秀Problem:responselevelscrashedthesystem!难题： 系统崩溃！Summary小结Interplayandintensificationimproveresults 相互影响和强化提升最终结果BrandWorldisasensorysurroundthatmaximizesinvolvementthroughpickingpointsofcontactwhichwillintensifyinvolvementandworkingtheinterplaybetweenthem 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DayinaLife,Snap,PointsofContactandtheStrategicImpactMatrixare360°tools 各种360度思考的工具GroupExercise3

分组练习Gobackintoyourgroups 回到你的小组ExploretheBrandWorldforyourbrand 发掘你们品牌的品牌世界

GeneratePointsofContactoptionsandevaluatethemusingtheStrategicImpactMatrix 产出接触点并运用策略矩阵加以评估Reportbackinonehourstime 1小时后报告Conclusion 结论DiscoveredtheChallengefacingthebrandina360DegreewayDescribedtheBrand’sDNAChallenge挑战BrandPrint品牌写真BrandWorld品牌世界CreatedaworldwhichmaximisestheinterplaybetweenthebrandanditscustomersatvariouspointsofcontactWhatWeHaveDone

我们学习了什么？

IdeaBrandAudit品牌牌检检验验BrandScan品牌牌扫扫描描Pointsofcontact接触触点点Gathered,orderedandinterpretedinformationaboutthebrandina360DegreewayUnderstoodtheuniquerelationshipbetweenthebrandanditscustomersDefinedtheareaswherethebrandcanintensifytheimpactithasonpeople’’slivesHowWeGotThere如如何何得得到到？？Sequence顺顺序序BrandScan品牌牌扫扫描描BrandAudit品牌牌检检验验Pointsofcontact接触触点点Challenge挑战BrandPrint品牌写真

IdeaBrandWorld品牌世界Executions执行WhyWeHaveDoneIt为为什什么么我我们们这这样样做做？？Createdgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers在品品牌牌和和消消费费者者的的每每个个接接触触点点，，创创造造可可以以让让品品牌牌前前进进的的伟伟大大IDEASelectedtherichestpointsofcustomerinvolvementonwhichtofocusourefforts选择择消消费费者者投投入入度度最最高高的的接接触触点点，，让让我我们们将将力力量量集集中中在在那那里里Thus因因此此Improvedtherelationshipbetweenclientsandtheircustomers提升升客客户户和和他他们们消消费费者者之之间间的的关关系系IncreasedClientvalueintermsofmarketshare,profitandshareprice提升升客客户户的的价价值值，，通通过过市市场场份份额额、、利利润润和和股股价价AddedfutureClientvaluebydrivingnewopportunities通过驱动新新的机会增增加客户未未来的价值值Allowedustobewellpaidforusingourcreativityinthepursuitofthiscause让我们有更更好的回报报WhyWeHaveDoneIt为为什么我们们这样做？？Createdgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers在品牌和消消费者的每每个接触点点，创造造可以让品品牌前进的的伟大IDEASelectedtherichestpointsofcustomerinvolvementonwhichtofocusourefforts选择消费者者投入度最最高的接触触点，让让我们将力力量集中在在那里Thus因因此Improvedtherelationshipbetweenclientsandtheircustomers提升客户和和他们消费费者之间的的关系IncreasedClientvalueintermsofmarketshare,profitandshareprice提升客户的的价值，通通过市场份份额、利润润和股价AddedfutureClientvaluebydrivingnewopportunities通过驱动新新的机会增增加客户未未来的价值值Allowedustobewellpaidforusingourcreativityinthepursuitofthiscause让我们有更更好的回报报WasItWorthit?它它值得吗吗？

Istherea360DegreePlus?Isthereinterplaybetweentheelements?在主要要元素素健是是否有有相互互影响响？Areweintensifyingtheidea?IDEA有增强强吗？？Isitpracticalandaffordable?它实际际吗？？负担担得起起吗？？Willitbuildthebrand?它是否否会建建立品品牌？？IfnotstartagainPuttingItAllTogether将将所有有的东东西放放在一一起Drawamaptoshowhoweverythingfitstogether画个图图看一一下，，每件件事如如何相相互配配合Thinkhowyoucancommunicatetoyourclientinacompellingway想一下下，如如何何与你你的客客户沟沟通CurrentRetrospectiveCases案案例回回顾AmexBlueinSingaporeAMildinIndonesiaIBMebusinessinChinaLeftBankCaféinTaiwanMildSevenInChinaMiloinThailandPond’’sPoreStripinthePhilippinesSanyuanMilkinChinaSpeedPostinHongKongKotexWhiteinKorea2.Talktoeachother彼此交交谈3.Knowenough足够了了解1.Attitude,Attitude,Attitude态度7.Justdoit4.Focusonoutputnotprocess重点是是产出出不是过过程6.Rebuildtheplaneasyouflyit5.Dothingsdifferently做些不不一样样的事情情Keymessagestotakefromfromthissession本次课课程的的主要讯讯息Closing结束束语360DegreeBrandingismorecomplicatedbutnotthatcomplicated360度有点点复杂杂，但但并不不是很很复杂杂Thebasisistwogroupmeetings-frontandback基础是是两次次团队队的会会议（（前期期和后后期））Itdoesn’’thappennaturally它不会会自然然的发发生Thebigenemyisintegration最大的的敌人人是整整合RedFireisthepassionthatdrivesus红色火火焰是是驱动动我们们的热热情Pre-eminentcreativeforce卓越的的创意意力量量Bestpeople最好的的人员员Mostvaluedbythosewhomostvaluebrands被珍惜惜品牌牌的人人所赏赏识360DegreewithoutRedFirerevertsbacktointegration没有红红色火火焰的的360度度将会会回到到整合合的阶阶段ToBeSuccessfulat360DegreeBrandingYouHavetoBeClearAbout要要成成功运运用360度品品牌思思考，，我么么必须须清楚楚Think360Degreefromthebeginning从一开开始就就从360度角角度思思考问问题360Degreethinkingisnotlinear360度思考考不是是线性性的focusonoutputnotprocess重点在在产出出，而而不是是过程程don’tthinkaboutitasfillingoutaformorslavishlyfollowingaprocess不要看看作填填表或或跟随随流程程Thinkintheround-everythingconnectswitheverythingelse每件事情情之间都都有联系系Thefinalcommunicationsprogrammemaynotnecessarilyuseallthedisciplinesavailable-onlythosethatareappropriate最终传播播活动可可能不会会用到所所有的方方法，会会选择哪哪些最合合适的方方法BiggestRecipeforDisaster导导致灾灾难的最最大因素素Believingitisanendinitselflosingsightoftheendresultbygettingobsessedwiththeprocess失去对结结果的预预见，沉沉迷在过过程中thinkingthatthejobcanbedoneifwejustanswerasetofquestionsandcompleteasetofforms认为仅仅仅回答一一系列问问题，填填完一些些列表格格，工作作就可以以完成OtherRecipesforDisaster其其他导致致灾难的的因素FeelingthatitisquickerifwedoitbyourselveswithoutinvolvingtheBrandTeam认为自己己进行比比整个团团队作业业更快Generatinglistsofeverythingthatcouldbedonewithoutprioritisingthoseelementsthatwillworktogethertogetthebrandmoreinvolvedinpeoples’reallives罗列每件件事情，，不从品品牌融入入消费者者生活的的角度来来考虑优优先顺序序Seeing360Degreeascross-sellingorjustcarvingupabudget将360度看作作跨领域域销售或或仅仅作作为瓜分分预算的的方法WasItWorthit?它值值得吗？？

Istherea360DegreePlus?Isthereinterplaybetweentheelements?在主要元元素健是是否有相相互影响响？Areweintensifyingtheidea?IDEA有增强吗吗？Isitpracticalandaffordable?它实际吗吗？负担担得起吗吗？Willitbuildthebrand?它是否会会建立品品牌？IfnotstartagainPuttingItAllTogether将将所有的的东西放放在一起起Drawamaptoshowhoweverythingfitstogether画个图看看一下，，每件事事如何相相互配合合Thinkhowyoucancommunicatetoyourclientinacompellingway想一下，，如何何与你的的客户沟沟通CurrentRetrospectiveCases案案例回回顾AmexBlueinSingaporeAMildinIndonesiaIBMebusinessinChinaLeftBankCaféinTaiwanMildSevenInChinaMiloinThailandPond’sPoreStripinthePhilippinesSanyuanMilkinChinaS