度品牌管理課件

1、Victorias Secret: ObjectiveGet men to buy womens underwear.讓男人去買女人的內(nèi)衣.as gifts for women作為給女人的禮物So where can we find attentive men?哪里可以找到專心的男人？And now for something completely differentFashion show時(shí)裝秀Webcast網(wǎng)絡(luò)Superbowl adSuperbowl 廣告Do a worlds first and publicise it.開創(chuàng)先例，并且讓公眾知道Lead IdeasIntensific

2、ation by weaving the ideas together將不同的IDEA組織在一起Publicise unheard-of response to worlds first online fashion show advertised during the SuperBowl 在Superbowl期間發(fā)布廣告， 告知公眾世界上第一個(gè)網(wǎng)上市裝秀Problem: response levels crashed the system!難題：系統(tǒng)崩潰！Summary小結(jié)Interplay and intensification improve results 相互影響和強(qiáng)化提升最終結(jié)果B

3、rand World is a sensory surround that maximizes involvement through picking points of contact which will intensify involvement and working the interplay between them 品牌世界時(shí)一個(gè)感覺的世界， 它通過選擇不同有相互影響的接觸點(diǎn)，加強(qiáng)消費(fèi)者對品牌的投入度Day in a Life, Snap, Points of Contact and the Strategic Impact Matrix are 360 tools 各種360度

4、思考的工具Group Exercise 3分組練習(xí)Go back into your groups 回到你的小組Explore the Brand World for your brand發(fā)掘你們品牌的品牌世界 Generate Points of Contact options and evaluate them using the Strategic Impact Matrix 產(chǎn)出接觸點(diǎn)并運(yùn)用策略矩陣加以評估Report back in one hours time 1小時(shí)后報(bào)告Conclusion結(jié)論Discovered the Challengefacing the brand in

5、 a 360 Degree wayDescribed the Brands DNAChallenge挑戰(zhàn)BrandPrint品牌寫真Brand World品牌世界Created a world which maximises the interplay between the brand and its customers at various points of contactWhat We Have Done我們學(xué)習(xí)了什么？ IdeaBrand Audit品牌檢驗(yàn)Brand Scan品牌掃描Points of contact接觸點(diǎn)Gathered, ordered and interpre

6、ted information about thebrand in a 360Degree wayUnderstood the uniquerelationship between the brand and its customersDefined the areas where the brand can intensify the impact it has on peoples livesHow We Got There如何得到？Sequence 順序Brand Scan品牌掃描Brand Audit品牌檢驗(yàn)Points of contact接觸點(diǎn)Challenge挑戰(zhàn)BrandPri

7、nt品牌寫真 IdeaBrand World品牌世界Executions執(zhí)行Why We Have Done It為什么我們這樣做？ Created great ideas that move our brands ahead at each point of contact between the brand and its customers 在品牌和消費(fèi)者的每個(gè)接觸點(diǎn)， 創(chuàng)造可以讓品牌前進(jìn)的偉大IDEASelected the richest points of customer involvement on which to focus our efforts 選擇消費(fèi)者投入度最高的接

8、觸點(diǎn)， 讓我們將力量集中在那里Thus 因此 Improved the relationship between clients and their customers 提升客戶和他們消費(fèi)者之間的關(guān)系Increased Client value in terms of market share, profit and share price 提升客戶的價(jià)值，通過市場份額、利潤和股價(jià)Added future Client value by driving new opportunities 通過驅(qū)動新的機(jī)會增加客戶未來的價(jià)值A(chǔ)llowed us to be well paid for using

9、 our creativity in the pursuit of this cause 讓我們有更好的回報(bào)Why We Have Done It為什么我們這樣做？ Created great ideas that move our brands ahead at each point of contact between the brand and its customers 在品牌和消費(fèi)者的每個(gè)接觸點(diǎn)， 創(chuàng)造可以讓品牌前進(jìn)的偉大IDEASelected the richest points of customer involvement on which to focus our effo

10、rts 選擇消費(fèi)者投入度最高的接觸點(diǎn)， 讓我們將力量集中在那里Thus 因此 Improved the relationship between clients and their customers 提升客戶和他們消費(fèi)者之間的關(guān)系Increased Client value in terms of market share, profit and share price 提升客戶的價(jià)值，通過市場份額、利潤和股價(jià)Added future Client value by driving new opportunities 通過驅(qū)動新的機(jī)會增加客戶未來的價(jià)值A(chǔ)llowed us to be wel

11、l paid for using our creativity in the pursuit of this cause 讓我們有更好的回報(bào)Was It Worth it? 它值得嗎？Is there a 360 Degree Plus?Is there interplay between the elements? 在主要元素健是否有相互影響？Are we intensifying the idea? IDEA有增強(qiáng)嗎？Is it practical and affordable? 它實(shí)際嗎？負(fù)擔(dān)得起嗎？Will it build the brand? 它是否會建立品牌？If not sta

12、rt againPutting It All Together將所有的東西放在一起Draw a map to show how everything fits together畫個(gè)圖看一下，每件事如何相互配合Think how you can communicate to your client in a compelling way 想一下， 如何與你的客戶溝通 Current Retrospective Cases案例回顧Amex Blue in SingaporeA Mild in Indonesia IBM e business in ChinaLeft Bank Caf in Tai

13、wan Mild Seven In ChinaMilo in ThailandPonds Pore Strip in the PhilippinesSanyuan Milk in ChinaSpeedPost in Hong KongKotex White in Korea 2. Talk to each other彼此交談3. Know enough足夠了解1.Attitude, Attitude,Attitude態(tài)度7. Just do it4. Focus on output not process重點(diǎn)是產(chǎn)出不是過程6. Rebuild the plane as you fly it5.

14、 Do things differently做些不一樣的事情Key messages to take from from this session本次課程的主要訊息Closing結(jié)束語360 Degree Branding is more complicated but not that complicated360度有點(diǎn)復(fù)雜，但并不是很復(fù)雜The basis is two group meetings - front and back基礎(chǔ)是兩次團(tuán)隊(duì)的會議（前期和后期）It doesnt happen naturally 它不會自然的發(fā)生The big enemy is integration

15、 最大的敵人是整合Red Fire is the passion that drives us 紅色火焰是驅(qū)動我們的熱情Pre-eminent creative force 卓越的創(chuàng)意力量Best people最好的人員Most valued by those who most value brands被珍惜品牌的人所賞識360 Degree without Red Fire reverts back to integration 沒有紅色火焰的360度將會回到整合的階段To Be Successful at 360 Degree Branding You Have to Be Clear A

16、bout要成功運(yùn)用360度品牌思考，我么必須清楚Think 360 Degree from the beginning 從一開始就從360度角度思考問題360 Degree thinking is not linear 360度思考不是線性的focus on output not process重點(diǎn)在產(chǎn)出，而不是過程dont think about it as filling out a form or slavishly following a process不要看作填表或跟隨流程Think in the round - every thing connects with everythin

17、g else 每件事情之間都有聯(lián)系The final communications programme may not necessarily use all the disciplines available - only those that are appropriate最終傳播活動可能不會用到所有的方法，會選擇哪些最合適的方法Biggest Recipe for Disaster導(dǎo)致災(zāi)難的最大因素Believing it is an end in itself losing sight of the end result by getting obsessed with the pro

18、cess 失去對結(jié)果的預(yù)見，沉迷在過程中thinking that the job can be done if we just answer a set of questions and complete a set of forms認(rèn)為僅僅回答一系列問題，填完一些列表格，工作就可以完成Other Recipes for Disaster其他導(dǎo)致災(zāi)難的因素Feeling that it is quicker if we do it by ourselves without involving the Brand Team 認(rèn)為自己進(jìn)行比整個(gè)團(tuán)隊(duì)作業(yè)更快Generating lists of

19、everything that could be done without prioritising those elements that will work together to get the brand more involved in peoples real lives 羅列每件事情，不從品牌融入消費(fèi)者生活的角度來考慮優(yōu)先順序Seeing 360 Degree as cross-selling or just carving up a budget 將360度看作跨領(lǐng)域銷售或僅僅作為瓜分預(yù)算的方法Was It Worth it? 它值得嗎？Is there a 360 Degre

20、e Plus?Is there interplay between the elements? 在主要元素健是否有相互影響？Are we intensifying the idea? IDEA有增強(qiáng)嗎？Is it practical and affordable? 它實(shí)際嗎？負(fù)擔(dān)得起嗎？Will it build the brand? 它是否會建立品牌？If not start againPutting It All Together將所有的東西放在一起Draw a map to show how everything fits together畫個(gè)圖看一下，每件事如何相互配合Think ho

21、w you can communicate to your client in a compelling way 想一下， 如何與你的客戶溝通 Current Retrospective Cases案例回顧Amex Blue in SingaporeA Mild in Indonesia IBM e business in ChinaLeft Bank Caf in Taiwan Mild Seven In ChinaMilo in ThailandPonds Pore Strip in the PhilippinesSanyuan Milk in ChinaSpeedPost in Hong KongKotex White in Korea 2. Talk