品牌管理 精品版課件

Victoria’sSecret:Objective…..asgiftsforwomen……作為給女人的禮物Sowherecanwefindattentivemen?哪里可以找到專心的男人？Victoria’sSecret:Objective….1AndnowforsomethingcompletelydifferentAndnowforsomething2Fashionshow時(shí)裝秀Webcast網(wǎng)絡(luò)SuperbowladSuperbowl廣告Doaworld’sfirstandpubliciseit..開創(chuàng)先例，并且讓公眾知道LeadIdeasFashionshowWebcastSuperbowla3Intensificationbyweavingtheideastogether將不同的IDEA組織在一起Publiciseunheard-ofresponsetoworld’sfirstonlinefashionshowadvertisedduringtheSuperBowl 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:responselevelscrashedthesystem!難題： 系統(tǒng)崩潰！Intensificationbyweavingthe4品牌管理精品版課件5Summary小結(jié)Interplayandintensificationimproveresults 相互影響和強(qiáng)化提升最終結(jié)果BrandWorldisasensorysurroundthatmaximizesinvolvementthroughpickingpointsofcontactwhichwillintensifyinvolvementandworkingtheinterplaybetweenthem 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(duì)品牌的投入度DayinaLife,Snap,PointsofContactandtheStrategicImpactMatrixare360°tools 各種360度思考的工具Summary小結(jié)Interplayandintensi6GroupExercise3

分組練習(xí)Gobackintoyourgroups 回到你的小組ExploretheBrandWorldforyourbrand 發(fā)掘你們品牌的品牌世界

GeneratePointsofContactoptionsandevaluatethemusingtheStrategicImpactMatrix 產(chǎn)出接觸點(diǎn)并運(yùn)用策略矩陣加以評(píng)估Reportbackinonehourstime 1小時(shí)后報(bào)告GroupExercise3

分組練習(xí)Gobacki7品牌管理精品版課件8Conclusion 結(jié)論品牌管理精品版課件9DiscoveredtheChallengefacingthebrandina360DegreewayDescribedtheBrand’sDNAChallenge挑戰(zhàn)BrandPrint品牌寫真BrandWorld品牌世界CreatedaworldwhichmaximisestheinterplaybetweenthebrandanditscustomersatvariouspointsofcontactWhatWeHaveDone

我們學(xué)習(xí)了什么？

IdeaDescribedtheBrand’sDNAChall10BrandAudit品牌檢驗(yàn)BrandScan品牌掃描Pointsofcontact接觸點(diǎn)Gathered,orderedandinterpretedinformationaboutthebrandina360DegreewayUnderstoodtheuniquerelationshipbetweenthebrandanditscustomersDefinedtheareaswherethebrandcanintensifytheimpactithasonpeople’slivesHowWeGotThere

如何得到？BrandAuditBrandScanPointsof11Sequence順序BrandScan品牌掃描BrandAudit品牌檢驗(yàn)Pointsofcontact接觸點(diǎn)Challenge挑戰(zhàn)BrandPrint品牌寫真

IdeaBrandWorld品牌世界Executions執(zhí)行Sequence順序BrandScanBrandAud12WhyWeHaveDoneIt

為什么我們這樣做？Createdgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers 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IDEASelectedtherichestpointsofcustomerinvolvementonwhichtofocusourefforts 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WhyWeHaveDoneIt

為什么我們這樣做？13Thus因此Improvedtherelationshipbetweenclientsandtheircustomers 提升客戶和他們消費(fèi)者之間的關(guān)系IncreasedClientvalueintermsofmarketshare,profitandshareprice 提升客戶的價(jià)值，通過市場(chǎng)份額、利潤(rùn)和股價(jià)AddedfutureClientvaluebydrivingnewopportunities通過驅(qū)動(dòng)新的機(jī)會(huì)增加客戶未來的價(jià)值A(chǔ)llowedustobewellpaidforusingourcreativityinthepursuitofthiscause

讓我們有更好的回報(bào)Thus因此Improvedtherelations14WhyWeHaveDoneIt

為什么我們這樣做？Createdgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers 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IDEASelectedtherichestpointsofcustomerinvolvementonwhichtofocusourefforts 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WhyWeHaveDoneIt

為什么我們這樣做？15Thus因此Improvedtherelationshipbetweenclientsandtheircustomers 提升客戶和他們消費(fèi)者之間的關(guān)系IncreasedClientvalueintermsofmarketshare,profitandshareprice 提升客戶的價(jià)值，通過市場(chǎng)份額、利潤(rùn)和股價(jià)AddedfutureClientvaluebydrivingnewopportunities通過驅(qū)動(dòng)新的機(jī)會(huì)增加客戶未來的價(jià)值A(chǔ)llowedustobewellpaidforusingourcreativityinthepursuitofthiscause

讓我們有更好的回報(bào)Thus因此Improvedtherelations16WasItWorthit?它值得嗎？

Istherea360DegreePlus?Isthereinterplaybetweentheelements? 在主要元素健是否有相互影響？Areweintensifyingtheidea? IDEA有增強(qiáng)嗎？Isitpracticalandaffordable? 它實(shí)際嗎？負(fù)擔(dān)得起嗎？Willitbuildthebrand? 它是否會(huì)建立品牌？IfnotstartagainWasItWorthit?它值得嗎？

Isther17PuttingItAllTogether

將所有的東西放在一起Drawamaptoshowhoweverythingfitstogether 畫個(gè)圖看一下，每件事如何相互配合Thinkhowyoucancommunicatetoyourclientinacompellingway 想一下，如何與你的客戶溝通PuttingItAllTogether

將所有的東西18CurrentRetrospectiveCases

案例回顧AmexBlueinSingaporeAMildinIndonesiaIBMebusinessinChinaLeftBankCaféinTaiwanMildSevenInChinaMiloinThailandPond’sPoreStripinthePhilippinesSanyuanMilkinChinaSpeedPostinHongKongKotexWhiteinKoreaCurrentRetrospectiveCases

案192.Talktoeachother彼此交談3.Knowenough足夠了解1.Attitude,Attitude,Attitude態(tài)度7.Justdoit4.Focusonoutputnotprocess重點(diǎn)是產(chǎn)出不是過程6.Rebuildtheplaneasyouflyit5.Dothingsdifferently做些不一樣的事情Keymessagestotakefromfromthissession本次課程的主要訊息2.Talkto3.Know1.Attitude,20Closing結(jié)束語360DegreeBrandingismorecomplicatedbutnotthatcomplicated 360度有點(diǎn)復(fù)雜，但并不是很復(fù)雜Thebasisistwogroupmeetings-frontandback 基礎(chǔ)是兩次團(tuán)隊(duì)的會(huì)議（前期和后期）Itdoesn’thappennaturally它不會(huì)自然的發(fā)生Thebigenemyisintegration最大的敵人是整合RedFireisthepassionthatdrivesus紅色火焰是驅(qū)動(dòng)我們的熱情Pre-eminentcreativeforce卓越的創(chuàng)意力量Bestpeople最好的人員Mostvaluedbythosewhomostvaluebrands被珍惜品牌的人所賞識(shí)360DegreewithoutRedFirerevertsbacktointegration 沒有紅色火焰的360度將會(huì)回到整合的階段Closing結(jié)束語360DegreeBranding21ToBeSuccessfulat360DegreeBrandingYouHavetoBeClearAbout

要成功運(yùn)用360度品牌思考，我么必須清楚Think360Degreefromthebeginning 從一開始就從360度角度思考問題360Degreethinkingisnotlinear360度思考不是線性的focusonoutputnotprocess重點(diǎn)在產(chǎn)出，而不是過程don’tthinkaboutitasfillingoutaformorslavishlyfollowingaprocess不要看作填表或跟隨流程Thinkintheround-everythingconnectswitheverythingelse每件事情之間都有聯(lián)系Thefinalcommunicationsprogrammemaynotnecessarilyuseallthedisciplinesavailable-onlythosethatareappropriate最終傳播活動(dòng)可能不會(huì)用到所有的方法，會(huì)選擇哪些最合適的方法ToBeSuccessfulat360Degree22BiggestRecipeforDisaster

導(dǎo)致災(zāi)難的最大因素Believingitisanendinitselflosingsightoftheendresultbygettingobsessedwiththeprocess 失去對(duì)結(jié)果的預(yù)見，沉迷在過程中thinkingthatthejobcanbedoneifwejustanswerasetofquestionsandcompleteasetofforms 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BiggestRecipeforDisaster

導(dǎo)致23OtherRecipesforDisaster

其他導(dǎo)致災(zāi)難的因素FeelingthatitisquickerifwedoitbyourselveswithoutinvolvingtheBrandTeam 認(rèn)為自己進(jìn)行比整個(gè)團(tuán)隊(duì)作業(yè)更快Generatinglistsofeverythingthatcouldbedonewithoutprioritisingthoseelementsthatwillworktogethertogetthebrandmoreinvolvedinpeoples’reallives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Seeing360Degreeascross-sellingorjustcarvingupabudget將360度看作跨領(lǐng)域銷售或僅僅作為瓜分預(yù)算的方法OtherRecipesforDisaster

其他導(dǎo)24WasItWorthit?它值得嗎？

Istherea360DegreePlus?Isthereinterplaybetweentheelements? 在主要元素健是否有相互影響？Areweintensifyingtheidea? IDEA有增強(qiáng)嗎？Isitpracticalandaffordable? 它實(shí)際嗎？負(fù)擔(dān)得起嗎？Willitbuildthebrand? 它是否會(huì)建立品牌？IfnotstartagainWasItWorthit?它值得嗎？

Isther25PuttingItAllTogether

將所有的東西放在一起Drawamaptoshowhoweverythingfitstogether 畫個(gè)圖看一下，每件事如何相互配合Thinkhowyoucancommunicatetoyourclientinacompellingway 想一下，如何與你的客戶溝通PuttingItAllTogether

將所有的東西26CurrentRetrospectiveCases

案例回顧AmexBlueinSingaporeAMildinIndonesiaIBMebusinessinChinaLeftBankCaféinTaiwanMildSevenInChinaMiloinThailandPond’sPoreStripinthePhilippinesSanyuanMilkinChinaSpeedPostinHongKongKotexWhiteinKoreaCurrentRetrospectiveCases

案272.Talktoeachother彼此交談3.Knowenough足夠了解1.Attitude,Attitude,Attitude態(tài)度7.Justdoit4.Focusonoutputnotprocess重點(diǎn)是產(chǎn)出不是過程6.Rebuildtheplaneasyouflyit5.Dothingsdifferently做些不一樣的事情Keymessagestotakefromfromthissession本次課程的主要訊息2.Talkto3.Know1.Attitude,28Closing結(jié)束語360DegreeBrandingismorecomplicatedbutnotthatcomplicated 360度有點(diǎn)復(fù)雜，但并不是很復(fù)雜Thebasisistwogroupmeetings-frontandback 基礎(chǔ)是兩次團(tuán)隊(duì)的會(huì)議（前期和后期）Itdoesn’thappennaturally它不會(huì)自然的發(fā)生Thebigenemyisintegration最大的敵人是整合RedFireisthepassionthatdrivesus紅色火焰是驅(qū)動(dòng)我們的熱情Pre-eminentcreativeforce卓越的創(chuàng)意力量Bestpeople最好的人員Mostvaluedbythosewhomostvaluebrands被珍惜品牌的人所賞識(shí)360DegreewithoutRedFirerevertsbacktointegration 沒有紅色火焰的360度將會(huì)回到整合的階段Closing結(jié)束語360DegreeBranding29Victoria’sSecret:Objective…..asgiftsforwomen……作為給女人的禮物Sowherecanwefindattentivemen?哪里可以找到專心的男人？Victoria’sSecret:Objective….30AndnowforsomethingcompletelydifferentAndnowforsomething31Fashionshow時(shí)裝秀Webcast網(wǎng)絡(luò)SuperbowladSuperbowl廣告Doaworld’sfirstandpubliciseit..開創(chuàng)先例，并且讓公眾知道LeadIdeasFashionshowWebcastSuperbowla32Intensificationbyweavingtheideastogether將不同的IDEA組織在一起Publiciseunheard-ofresponsetoworld’sfirstonlinefashionshowadvertisedduringtheSuperBowl 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:responselevelscrashedthesystem!難題： 系統(tǒng)崩潰！Intensificationbyweavingthe33品牌管理精品版課件34Summary小結(jié)Interplayandintensificationimproveresults 相互影響和強(qiáng)化提升最終結(jié)果BrandWorldisasensorysurroundthatmaximizesinvolvementthroughpickingpointsofcontactwhichwillintensifyinvolvementandworkingtheinterplaybetweenthem 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(duì)品牌的投入度DayinaLife,Snap,PointsofContactandtheStrategicImpactMatrixare360°tools 各種360度思考的工具Summary小結(jié)Interplayandintensi35GroupExercise3

分組練習(xí)Gobackintoyourgroups 回到你的小組ExploretheBrandWorldforyourbrand 發(fā)掘你們品牌的品牌世界

GeneratePointsofContactoptionsandevaluatethemusingtheStrategicImpactMatrix 產(chǎn)出接觸點(diǎn)并運(yùn)用策略矩陣加以評(píng)估Reportbackinonehourstime 1小時(shí)后報(bào)告GroupExercise3

分組練習(xí)Gobacki36品牌管理精品版課件37Conclusion 結(jié)論品牌管理精品版課件38DiscoveredtheChallengefacingthebrandina360DegreewayDescribedtheBrand’sDNAChallenge挑戰(zhàn)BrandPrint品牌寫真BrandWorld品牌世界CreatedaworldwhichmaximisestheinterplaybetweenthebrandanditscustomersatvariouspointsofcontactWhatWeHaveDone

我們學(xué)習(xí)了什么？

IdeaDescribedtheBrand’sDNAChall39BrandAudit品牌檢驗(yàn)BrandScan品牌掃描Pointsofcontact接觸點(diǎn)Gathered,orderedandinterpretedinformationaboutthebrandina360DegreewayUnderstoodtheuniquerelationshipbetweenthebrandanditscustomersDefinedtheareaswherethebrandcanintensifytheimpactithasonpeople’slivesHowWeGotThere

如何得到？BrandAuditBrandScanPointsof40Sequence順序BrandScan品牌掃描BrandAudit品牌檢驗(yàn)Pointsofcontact接觸點(diǎn)Challenge挑戰(zhàn)BrandPrint品牌寫真

IdeaBrandWorld品牌世界Executions執(zhí)行Sequence順序BrandScanBrandAud41WhyWeHaveDoneIt

為什么我們這樣做？Createdgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers 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IDEASelectedtherichestpointsofcustomerinvolvementonwhichtofocusourefforts 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WhyWeHaveDoneIt

為什么我們這樣做？42Thus因此Improvedtherelationshipbetweenclientsandtheircustomers 提升客戶和他們消費(fèi)者之間的關(guān)系IncreasedClientvalueintermsofmarketshare,profitandshareprice 提升客戶的價(jià)值，通過市場(chǎng)份額、利潤(rùn)和股價(jià)AddedfutureClientvaluebydrivingnewopportunities通過驅(qū)動(dòng)新的機(jī)會(huì)增加客戶未來的價(jià)值A(chǔ)llowedustobewellpaidforusingourcreativityinthepursuitofthiscause

讓我們有更好的回報(bào)Thus因此Improvedtherelations43WhyWeHaveDoneIt

為什么我們這樣做？Createdgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers 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IDEASelectedtherichestpointsofcustomerinvolvementonwhichtofocusourefforts 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WhyWeHaveDoneIt

為什么我們這樣做？44Thus因此Improvedtherelationshipbetweenclientsandtheircustomers 提升客戶和他們消費(fèi)者之間的關(guān)系IncreasedClientvalueintermsofmarketshare,profitandshareprice 提升客戶的價(jià)值，通過市場(chǎng)份額、利潤(rùn)和股價(jià)AddedfutureClientvaluebydrivingnewopportunities通過驅(qū)動(dòng)新的機(jī)會(huì)增加客戶未來的價(jià)值A(chǔ)llowedustobewellpaidforusingourcreativityinthepursuitofthiscause

讓我們有更好的回報(bào)Thus因此Improvedtherelations45WasItWorthit?它值得嗎？

Istherea360DegreePlus?Isthereinterplaybetweentheelements? 在主要元素健是否有相互影響？Areweintensifyingtheidea? IDEA有增強(qiáng)嗎？Isitpracticalandaffordable? 它實(shí)際嗎？負(fù)擔(dān)得起嗎？Willitbuildthebrand? 它是否會(huì)建立品牌？IfnotstartagainWasItWorthit?它值得嗎？

Isther46PuttingItAllTogether

將所有的東西放在一起Drawamaptoshowhoweverythingfitstogether 畫個(gè)圖看一下，每件事如何相互配合Thinkhowyoucancommunicatetoyourclientinacompellingway 想一下，如何與你的客戶溝通PuttingItAllTogether

將所有的東西47CurrentRetrospectiveCases

案例回顧AmexBlueinSingaporeAMildinIndonesiaIBMebusinessinChinaLeftBankCaféinTaiwanMildSevenInChinaMiloinThailandPond’sPoreStripinthePhilippinesSanyuanMilkinChinaSpeedPostinHongKongKotexWhiteinKoreaCurrentRetrospectiveCases

案482.Talktoeachother彼此交談3.Knowenough足夠了解1.Attitude,Attitude,Attitude態(tài)度7.Justdoit4.Focusonoutputnotprocess重點(diǎn)是產(chǎn)出不是過程6.Rebuildtheplaneasyouflyit5.Dothingsdifferently做些不一樣的事情Keymessagestotakefromfromthissession本次課程的主要訊息2.Talkto3.Know1.Attitude,49Closing結(jié)束語360DegreeBrandingismorecomplicatedbutnotthatcomplicated 360度有點(diǎn)復(fù)雜，但并不是很復(fù)雜Thebasisistwogroupmeetings-frontandback 基礎(chǔ)是兩次團(tuán)隊(duì)的會(huì)議（前期和后期）Itdoesn’thappennaturally它不會(huì)自然的發(fā)生Thebigenemyisintegration最大的敵人是整合RedFireisthepassionthatdrivesus紅色火焰是驅(qū)動(dòng)我們的熱情Pre-eminentcreativeforce卓越的創(chuàng)意力量Bestpeople最好的人員Mostvaluedbythosewhomostvaluebrands被珍惜品牌的人所賞識(shí)360DegreewithoutRedFirerevertsbacktointegration 沒有紅色火焰的360度將會(huì)回到整合的階段Closing結(jié)束語360DegreeBranding50ToBeSuccessfulat360DegreeBrandingYouHavetoBeClearAbout

要成功運(yùn)用360度品牌思考，我么必須清楚Think360Degreefromthebeginning 從一開始就從360度角度思考問題360Degreethinkingisnotlinear360度思考不是線性的focusonoutputnotprocess重點(diǎn)在產(chǎn)出，而不是過程don’tthinkaboutitasfillingoutaformorslavishlyfollowingaprocess不要看作填表或跟隨流程Thinkintheround-everythingconnectswitheverythingelse每件事情之間都有聯(lián)系Thefinalcommunicationsprogrammemaynotnecessarilyuseallthedisciplinesavailable-onlythosethatareappropriate最終傳播活動(dòng)可能不會(huì)用到所有的方法，會(huì)選擇哪些最合適的方法ToBeSuccessfulat360Degree51BiggestRecipeforDisaster

導(dǎo)致災(zāi)難的最大因素Believingitisanendinitselflosingsightoftheendresultbygettingobsessedwiththeprocess 失去對(duì)結(jié)果的預(yù)見，沉迷在過程中thinkingthatthejobcanbedoneifwejustanswerasetofquestionsandcompleteasetofforms 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BiggestRecipeforDisaster

導(dǎo)致52OtherRecipesforDisaster

其他導(dǎo)致災(zāi)難的因素FeelingthatitisquickerifwedoitbyourselveswithoutinvolvingtheBrandTeam 認(rèn)為自己進(jìn)行比整個(gè)團(tuán)隊(duì)作業(yè)更快Generatinglistsofeverythingthatcouldbedonewithoutprioritisingthoseelementsthatwillworktogethertogetthebrandmoreinvolvedinpeoples’reallives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Seeing360Degreeascross-sellingorjustcarvingupabudget將360度看作跨領(lǐng)域銷售或僅僅作為瓜分預(yù)算的方法OtherRecip