品牌管理讲座课件

12五月2024品牌管理讲座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品牌检验BrandScan品牌扫描Pointsofcontact接触点Gathered,orderedandinterpretedinformationaboutthebrandina360DegreewayUnderstoodtheuniquerelationshipbetweenthebrandanditscustomersDefinedtheareaswherethebrandcanintensifytheimpactithasonpeople’slivesHowWeGotThere

如何得到？Sequence顺序BrandScan品牌扫描BrandAudit品牌检验Pointsofcontact接触点Challenge挑战BrandPrint品牌写真IdeaBrandWorld品牌世界Executions执行WhyWeHaveDoneIt

为什么我们这样做？Createdgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers 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IDEASelectedtherichestpointsofcustomerinvolvementonwhichtofocusourefforts 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Thus因此Improvedtherelationshipbetweenclientsandtheircustomers 提升客户和他们消费者之间的关系IncreasedClientvalueintermsofmarketshare,profitandshareprice 提升客户的价值，通过市场份额、利润和股价AddedfutureClientvaluebydrivingnewopportunities通过驱动新的机会增加客户未来的价值Allowedustobewellpaidforusingourcreativityinthepursuitofthiscause

让我们有更好的回报WhyWeHaveDoneIt

为什么我们这样做？Createdgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers 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IDEASelectedtherichestpointsofcustomerinvolvementonwhichtofocusourefforts 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Thus因此Improvedtherelationshipbetweenclientsandtheircustomers 提升客户和他们消费者之间的关系IncreasedClientvalueintermsofmarketshare,profitandshareprice 提升客户的价值，通过市场份额、利润和股价AddedfutureClientvaluebydrivingnewopportunities通过驱动新的机会增加客户未来的价值Allowedustobewellpaidforusingourcreativityinthepursuitofthiscause

让我们有更好的回报WasItWorthit?它值得吗？

Istherea360DegreePlus?Isthereinterplaybetweentheelements? 在主要元素健是否有相互影响？Areweintensifyingtheidea? IDEA有增强吗？Isitpracticalandaffordable? 它实际吗？负担得起吗？Willitbuildthebrand? 它是否会建立品牌？IfnotstartagainPuttingItAllTogether

将所有的东西放在一起Drawamaptoshowhoweverythingfitstogether 画个图看一下，每件事如何相互配合Thinkhowyoucancommunicatetoyourclientinacompellingway 想一下，如何与你的客户沟通CurrentRetrospectiveCases

案例回顾AmexBlueinSingaporeAMildinIndonesiaIBMebusinessinChinaLeftBankCaféinTaiwanMildSevenInChinaMiloinThailandPond’sPoreStripinthePhilippinesSanyuanMilkinChinaSpeedPostinHongKongKotexWhiteinKorea2.Talktoeachother彼此交谈3.Knowenough足够了解1.Attitude,Attitude,Attitude态度7.Justdoit4.Focusonoutputnotprocess重点是产出不是过程6.Rebuildtheplaneasyouflyit5.Dothingsdifferently做些不一样的事情Keymessagestotakefromfromthissession本次课程的主要讯息Closing结束语360DegreeBrandingismorecomplicatedbutnotthatcomplicated 360度有点复杂，但并不是很复杂Thebasisistwogroupmeetings-frontandback 基础是两次团队的会议（前期和后期）Itdoesn’thappennaturally它不会自然的发生Thebigenemyisintegration最大的敌人是整合RedFireisthepassionthatdrivesus红色火焰是驱动我们的热情Pre-eminentcreativeforce卓越的创意力量Bestpeople最好的人员Mostvaluedbythosewhomostvaluebrands被珍惜品牌的人所赏识360DegreewithoutRedFirerevertsbacktointegration 没有红色火焰的360度将会回到整合的阶段ToBeSuccessfulat360DegreeBrandingYouHavetoBeClearAbout

要成功运用360度品牌思考，我么必须清楚Think360Degreefromthebeginning 从一开始就从360度角度思考问题360Degreethinkingisnotlinear360度思考不是线性的focusonoutputnotprocess重点在产出，而不是过程don’tthinkaboutitasfillingoutaformorslavishlyfollowingaprocess不要看作填表或跟随流程Thinkintheround-everythingconnectswitheverythingelse每件事情之间都有联系Thefinalcommunicationsprogrammemaynotnecessarilyuseallthedisciplinesavailable-onlythosethatareappropriate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BiggestRecipeforDisaster

导致灾难的最大因素Believingitisanendinitselflosingsightoftheendresultbygettingobsessedwiththeprocess 失去对结果的预见，沉迷在过程中thinkingthatthejobcanbedoneifwejustanswerasetofquestionsandcompleteasetofforms 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OtherRecipesforDisaster

其他导致灾难的因素FeelingthatitisquickerifwedoitbyourselveswithoutinvolvingtheBrandTeam 认为自己进行比整个团队作业更快Generatinglistsofeverythingthatcouldbedonewithoutprioritisingthoseelementsthatwillworktogethertogetthebrandmoreinvolvedinpeoples’reallives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Seeing360Degreeascross-sellingorjustcarvingupabudget将360度看作跨领域销售或仅仅作为瓜分预算的方法WasItWorthit?它值得吗？

Istherea360DegreePlus?Isthereinterplaybetweentheelements? 在主要元素健是否有相互影响？Areweintensifyingtheidea? IDEA有增强吗？Isitpracticalandaffordable? 它实际吗？负担得起吗？Willitbuildthebrand? 它是否会建立品牌？IfnotstartagainPuttingItAllTogether

将所有的东西放在一起Draw