365度品牌管理.ppt

1、Victorias Secret: Objective,Get men to buy womens underwear. 让男人去买女人的内衣.,.as gifts for women 作为给女人的礼物,So where can we find attentive men? 哪里可以找到专心的男人？,And now for something completely different,Fashion show 时装秀,Webcast 网络,Superbowl ad Superbowl 广告,Do a worlds first and publicise it. 开创先例，并且 让公众知道,Le

2、ad Ideas,Intensification by weaving the ideas together将不同的IDEA组织在一起,Publicise unheard-of response to worlds first online fashion show advertised during the SuperBowl 在Superbowl期间发布广告， 告知公众世界上第一个网上市装秀,Problem: response levels crashed the system! 难题：系统崩溃！,Summary小结,Interplay and intensification improv

3、e results 相互影响和强化提升最终结果 Brand World is a sensory surround that maximizes involvement through picking points of contact which will intensify involvement and working the interplay between them 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 Day in a Life, Snap, Points of Contact and the Strategic Impact M

4、atrix are 360 tools 各种360度思考的工具,Group Exercise 3分组练习,Go back into your groups 回到你的小组 Explore the Brand World for your brand发掘你们品牌的品牌世界 Generate Points of Contact options and evaluate them using the Strategic Impact Matrix 产出接触点并运用策略矩阵加以评估 Report back in one hours time 1小时后报告,Conclusion结论,Discovered

5、the Challenge facing the brand in a 360 Degree way,Described the Brands DNA,Challenge 挑战,BrandPrint 品牌写真,Brand World 品牌世界,Created a world which maximises the interplay between the brand and its customers at various points of contact,What We Have Done我们学习了什么？,Idea,Brand Audit 品牌检验,Brand Scan 品牌扫描,Poi

6、nts of contact 接触点,Gathered, ordered and interpreted information about the brand in a 360 Degree way,Understood the unique relationship between the brand and its customers,Defined the areas where the brand can intensify the impact it has on peoples lives,How We Got There如何得到？,Sequence 顺序,Brand Scan

7、品牌扫描,Brand Audit 品牌检验,Points of contact 接触点,Why We Have Done It为什么我们这样做？,Created great ideas that move our brands ahead at each point of contact between the brand and its customers 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IDEA Selected the richest points of customer involvement on which to focus our efforts 选择消费者

8、投入度最高的接触点， 让我们将力量集中在那里,Thus 因此,Improved the relationship between clients and their customers 提升客户和他们消费者之间的关系 Increased Client value in terms of market share, profit and share price 提升客户的价值，通过市场份额、利润和股价 Added future Client value by driving new opportunities 通过驱动新的机会增加客户未来的价值 Allowed us to be well pai

9、d for using our creativity in the pursuit of this cause 让我们有更好的回报,Why We Have Done It为什么我们这样做？,Created great ideas that move our brands ahead at each point of contact between the brand and its customers 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IDEA Selected the richest points of customer involvement on which to f

10、ocus our efforts 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,Improved the relationship between clients and their customers 提升客户和他们消费者之间的关系 Increased Client value in terms of market share, profit and share price 提升客户的价值，通过市场份额、利润和股价 Added future Client value by driving new opportunities 通过驱动新的机会增加客户未来的价值 All

11、owed us to be well paid for using our creativity in the pursuit of this cause 让我们有更好的回报,Was It Worth it? 它值得吗？Is there a 360 Degree Plus?,Is there interplay between the elements? 在主要元素健是否有相互影响？ Are we intensifying the idea? IDEA有增强吗？ Is it practical and affordable? 它实际吗？负担得起吗？ Will it build the bran

12、d? 它是否会建立品牌？,If not start again,Putting It All Together将所有的东西放在一起,Draw a map to show how everything fits together画个图看一下，每件事如何相互配合 Think how you can communicate to your client in a compelling way 想一下， 如何与你的客户沟通,Current Retrospective Cases案例回顾,Amex Blue in Singapore A Mild in Indonesia IBM e business

13、in China Left Bank Caf in Taiwan Mild Seven In China Milo in Thailand Ponds Pore Strip in the Philippines Sanyuan Milk in China SpeedPost in Hong Kong Kotex White in Korea,2. Talk to each other 彼此交谈,3. Know enough 足够了解,1.Attitude, Attitude, Attitude 态度,7. Just do it,4. Focus on output not process 重点

14、是产出 不是过程,6. Rebuild the plane as you fly it,5. Do things differently 做些不一样 的事情,Key messages to take from from this session 本次课程的 主要讯息,Closing结束语,360 Degree Branding is more complicated but not that complicated360度有点复杂，但并不是很复杂 The basis is two group meetings - front and back基础是两次团队的会议（前期和后期） It doesn

15、t happen naturally 它不会自然的发生 The big enemy is integration 最大的敌人是整合 Red Fire is the passion that drives us 红色火焰是驱动我们的热情 Pre-eminent creative force 卓越的创意力量 Best people最好的人员 Most valued by those who most value brands被珍惜品牌的人所赏识 360 Degree without Red Fire reverts back to integration 没有红色火焰的360度将会回到整合的阶段,

16、To Be Successful at 360 Degree Branding You Have to Be Clear About要成功运用360度品牌思考，我么必须清楚,Think 360 Degree from the beginning 从一开始就从360度角度思考问题 360 Degree thinking is not linear 360度思考不是线性的 focus on output not process重点在产出，而不是过程 dont think about it as filling out a form or slavishly following a process不

17、要看作填表或跟随流程 Think in the round - every thing connects with everything else 每件事情之间都有联系 The final communications programme may not necessarily use all the disciplines available - only those that are appropriate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,Biggest Recipe for Disaster导致灾难的最大因素,Believing it is an end in

18、itself losing sight of the end result by getting obsessed with the process 失去对结果的预见，沉迷在过程中 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，填完一些列表格，工作就可以完成,Other Recipes for Disaster其他导致灾难的因素,Feeling that it is quicker if we do it by ourse

19、lves without involving the Brand Team 认为自己进行比整个团队作业更快 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 carving up

20、a budget 将360度看作跨领域销售或仅仅作为瓜分预算的方法,Was It Worth it? 它值得吗？Is there a 360 Degree Plus?,Is there interplay between the elements? 在主要元素健是否有相互影响？ Are we intensifying the idea? IDEA有增强吗？ Is it practical and affordable? 它实际吗？负担得起吗？ Will it build the brand? 它是否会建立品牌？,If not start again,Putting It All Togethe

21、r将所有的东西放在一起,Draw a map to show how everything fits together画个图看一下，每件事如何相互配合 Think how you can communicate to your client in a compelling way 想一下， 如何与你的客户沟通,Current Retrospective Cases案例回顾,Amex Blue in Singapore A Mild in Indonesia IBM e business in China Left Bank Caf in Taiwan Mild Seven In China Milo in Thailand Ponds Pore Strip in the Philippines Sanyuan Milk in China SpeedPost in Hong Kong Kotex White in Korea,2. Talk to eac