奥美360度品牌管理.ppt

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?,360 Degree Branding is a terrific opportunity for our brands, our clients & for ourselves 对品牌、客户和我们自己而言， 360度品牌管

2、理是一个巨大的机会,Individual Pre-session Exercise:Framing the Agenda个人练习：,Based on what you know now about 360 Degree Branding, 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 some

3、thing 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

4、,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 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,Recommendation 建议 Focus the agency on 360 Degree Branding as a way

5、 of adding value and getting back upstream 将公司集中到360度品牌思考, 以增加我们的价值, 让事业重新走向上游,Direct related to new distribution,High end PR,CEO,Brand Manager 品牌经理,Marketing Director 行销总监,Strategic 策略的,Operational 运作的,Tactical 战术的,Direct,Advertising,Sales Promotion,Low end PR,Needs需求,We are in the knowledge busine

6、ss 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 Company Do We Want to Be?我们希望成为一个怎样的公司？,The Unlimited Brand Co

7、mpany 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 full potential 我们将品牌建立至极限,Since That Initial Task Force: Worl

8、dwide,Absorb philosophy 吸收哲学 Period of debate - keep individual disciplines 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 -

9、tising One Relations Identity Promotion Buying Australia Bangladesh China Hong 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 3

10、60 Degree Branding实行360度品牌管理的障碍,Three tools to help remove the obstacles 三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

11、公共关系,Identity 视觉设计,Head 主管,HEAD OF COUNTRY （地区主管）,Consulting,Agreed Structure 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

12、 horizontally 垂直报告的损益 Jobs tracked at an individual level 工作遵循独立的层面 Income 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,Adv,Sales Promotion,One,Public R

13、elations,Identity,CREATIVE,Country P&L 地区损益,Agreed Structure for a 360 Degree Agency（360度代理商结构）,What 360 Degree Does For Us360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,A Brand Is The Totality Of What The Customer Experiences 一个品牌是消费者所经历的总和,I

14、n 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 to make sure they enrich the customers overall experience with a brand 设计安排

15、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 Stewardship360度品牌管家,Creates great ideas that move our brands ahead at each point of contact 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 Sele

16、cts 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 Increases 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

17、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 Thinking360度品牌思考,Cracks the non-traditional customer in Singapore Generates profits from dreams in Taipei Milks

18、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 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 - Square Pegs Into Square Holes以