度品牌管理三

1360DegreesBrandCascadeJune30th-July1stShanghaiDoYouFeelThatYouAre…….

你是否覺(jué)得你是…...Intherightindustry? 在一個(gè)正確的行業(yè)工作?Withtherightagency? 在一個(gè)正確的公司工作?Attherighttime? 在正確的時(shí)間?360DegreeBrandingisaterrificopportunityforourbrands,ourclients&forourselves對(duì)品牌、客戶和我們自己而言，360度品牌管理是一個(gè)巨大的機(jī)會(huì)

IndividualPre-sessionExercise:

FramingtheAgenda

個(gè)人練習(xí)：Basedonwhatyouknownowabout360DegreeBranding,writedownonthecardwhatyoubelievetobethethreekeyissuesweneedtoaddresstobesuccessful

基于你對(duì)360度品牌管理的了解，在卡片上寫(xiě)下你認(rèn)為帶來(lái)成功的三個(gè)主要觀點(diǎn)Anissueissomethingwehavetodosomethingabout觀點(diǎn)是一些我們必須要做的事情,它包含Anopportunity機(jī)會(huì)Aproblem問(wèn)題Abalanceweneedtomakebetweentwoormorethings在幾件事情之間我們需要做的平衡Agenda

議程Introduction-thewhyandthewhat 為什么會(huì)有360度，什么是360度TheHow-fourpartsof360thinking 如何運(yùn)用（360度思考的四個(gè)部分）Challenge

挑戰(zhàn)BrandPrint品牌寫(xiě)真Idea想法BrandWorld

品牌世界Why360DegreeBranding? 為什么產(chǎn)生360度品牌管理？WorldwideTaskForceReport:TwoYearsAgoWeoperateinsilos 我們?cè)诰凶鳂I(yè)Ourbusinessisbeingpusheddownstream 我們的事業(yè)正走向下游ManagementconsultancythreatwithCEOlevelcontacts 管理顧問(wèn)公司威脅到CEO層面的接觸Recommendation

建議Focustheagencyon360DegreeBrandingasawayofaddingvalueandgettingbackupstream將公司集中到360度品牌思考,以增加我們的價(jià)值,讓事業(yè)重新走向上游DirectrelatedtonewdistributionHighendPRCEOBrandManager品牌經(jīng)理MarketingDirector行銷(xiāo)總監(jiān)Strategic策略的Operational運(yùn)作的Tactical戰(zhàn)術(shù)的DirectAdvertisingSales

PromotionLowendPRNeeds需求Weareintheknowledgebusiness 我們處在一個(gè)需要知識(shí)的行業(yè)

Weneedmoreknowledge 我們需要更多的知識(shí)Weareintheideasbusiness 我們處在一個(gè)需要想法的行業(yè)

Weneedmoreideas 我們需要更多的想法Weareinthebrandbusiness 我們處在一個(gè)建立品牌的行業(yè)

Weneedmoreinfluenceonthetotalbrand 我們需要在整個(gè)品牌上有更多的影響力

WhatSortofCompanyDoWeWanttoBe?

我們希望成為一個(gè)怎樣的公司？TheUnlimitedBrandCompany無(wú)限品牌公司UnlimitedWecrossdisciplinesina360Degreeway通過(guò)360度度思考跨越專(zhuān)專(zhuān)業(yè)Wecrossborders跨越邊界Wechallengebarriers挑戰(zhàn)障礙Wetakeitallthewaythrough我們?nèi)轿贿\(yùn)運(yùn)用Insight...Ideas...Execution...Evaluation洞察…IDEA…執(zhí)執(zhí)行…評(píng)估Webuildthebrandtoitsfullpotential我們將品牌建建立至極限Imagineallcommunicationsreflectingthesamedeepinsight試想一下,所有的傳播都反映到相同深度的洞察Imagineallmediacontributingtothecampaignasawhole試想一下,所有媒介都整體貢獻(xiàn)在傳播活動(dòng)上SinceThatInitialTaskForce:WorldwideAbsorbphilosophy吸收哲學(xué)Periodofdebate-keepindividualdisciplines保持獨(dú)立的原原則Experimentsonhowtoworktogetherdifferently嘗試如何共同同協(xié)作Gainsonkeyaccounts來(lái)自重要客戶戶的經(jīng)驗(yàn)AmexbusinesspartnershipAmex商業(yè)伙伴IBMincreaseshareofclienttotalbudget(keymeasure)AdverOnetoPublicDesign/Media-tisingOneRelationsIdentityPromotionBuyingAustralia?? ???Bangladesh??China?? ??? ???HongKong?? ? ??? ???India?? ??? ??? ?Indonesia?? ? ???????Japan?? ?Malaysia ??? ??? ???NewZealand ? ?????Pakistan ???Philippines ? ?????Singapore?? ? ??? ???SouthKorea ? ?????SriLanka?? ?Taiwan ? ??? ?????Thailand ??? ?????Vietnam ?OgilvyResourcesinAsiaPacific

奧美在在亞太區(qū)的資資源StructuralandAttitudinalObstaclestoImplementing360DegreeBranding實(shí)行360度度品牌管理的的障礙Threetoolstohelpremovetheobstacles三個(gè)幫助消除除障礙的工具具Changedstructure改變的結(jié)構(gòu)BrandTeams品牌團(tuán)隊(duì)BrandProfit&Loss(P&L)品牌損益CREATIVE（創(chuàng)意）Adv廣告Finance,AdminandITpartners（財(cái)務(wù)、行政、、IT部門(mén)）SalesPromotion銷(xiāo)售推廣Head主管Head主管Head主管Head主管One直效行銷(xiāo)PublicRelations公共關(guān)系Identity視覺(jué)設(shè)計(jì)Head主管HEADOFCOUNTRY（地區(qū)主管）IMAGINEERSMulti-disciplinaryBrandTeams

多元化品牌團(tuán)隊(duì)ConsultingAgreedStructurefora360DegreeAgency（（360度代代理商的結(jié)構(gòu)構(gòu)）TheBrandTeam品品牌團(tuán)隊(duì)Aleaderwholeads一個(gè)品牌領(lǐng)導(dǎo)導(dǎo)者Teammemberswhoconnect接觸緊密的成成員Sittingtogether,ideally理想狀況下下，應(yīng)該坐坐在一起TheBrandP&L品牌損益Shareofclienttarget分享客戶的的目標(biāo)AP&Lwhichreportshorizontally垂直報(bào)告的的損益Jobstrackedatanindividuallevel工作遵循獨(dú)獨(dú)立的層面面Incomedistributedandprofitdistributedprorataversushoursspent收入和利潤(rùn)潤(rùn)根據(jù)時(shí)間間花費(fèi)進(jìn)行行分配Finance,AdminandITpartnersHeadHeadHeadHeadHeadHEADOFCOUNTRYMulti-disciplinaryBrandTeamsConsultingIMAGINEERSAdvSalesPromotionOnePublicRelationsIdentityCREATIVEBrandP&L品牌損益CountryP&L地區(qū)損益AgreedStructurefora360DegreeAgency（（360度度代理商結(jié)結(jié)構(gòu)）What360DegreeDoesForUs360度可以為我我們做什么么？WhatistheTerritoryofaBrand?

一個(gè)品品牌的版圖圖是什么？？Sixincheswide6英寸寬GreyandwetMysteriousLineextensions產(chǎn)品延伸Salespromotion促銷(xiāo)活動(dòng)Serviceexperience服務(wù)經(jīng)驗(yàn)Wordofmouth口碑Receptionistsstyle接待人員的風(fēng)格Prejudices偏見(jiàn)Quality質(zhì)量Designandcolour設(shè)計(jì)和色彩Packaging包裝Retailenvironment零售環(huán)境Deliverytrucks送貨車(chē)Yourshowrooms展示廳Corporatereputation企業(yè)聲譽(yù)Telemarketingscripts電話行銷(xiāo)記錄Taste口味Price價(jià)格ThewaythetelephoneisansweredSocialattitudes社會(huì)態(tài)度Collectivememory記憶累計(jì)Governmentendorsement政府認(rèn)可Newsmedia新聞媒體Employeerelations雇員關(guān)系A(chǔ)BrandIsTheTotalityOfWhatTheCustomerExperiences一個(gè)品牌是是消費(fèi)者所所經(jīng)歷的總總和In360Degree

在360度過(guò)程程中Youhavetoanticipateeveryencounteracustomerisgoingtohavewithyourbrand你必須預(yù)見(jiàn)見(jiàn)消費(fèi)者與與品牌的每每一次接觸觸機(jī)會(huì)Youmustcustomizethemessageforeachencounter針對(duì)每一次次機(jī)會(huì)，設(shè)設(shè)計(jì)需要傳傳達(dá)的信息息Youarearrangingtheencounterstomakesuretheyenrichthecustomer‘soverallexperiencewithabrand設(shè)計(jì)安排這這樣的機(jī)會(huì)會(huì)，以保證證可以增加加消費(fèi)者與與品牌的經(jīng)經(jīng)驗(yàn)A360DegreeBrandScrapsandStrawsThatAdduptotheMostValuableAssetaCompanyHas360DegreeBrandStewardship360度度品牌管家家Createsgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers創(chuàng)造偉大的的“IDEA””，讓我們的品品牌在與消消費(fèi)者的每每一次接觸觸中都可以以向前發(fā)展展Selectstherichestpointsofcustomerinvolvementonwhichtofocusourefforts選擇最有效效的接觸點(diǎn)點(diǎn)，將我們們的努力集集中在這些些方面360DegreeBrandStewardship360度品牌牌管家Improvestherelationshipbetweenclientsandtheircustomers增強(qiáng)客戶和和消費(fèi)者之之間的關(guān)系系IncreasesClientvalueintermsofmarketshare,profitandshareprice增加客戶的的市場(chǎng)份額額，利潤(rùn)和和股票價(jià)格格AddsfutureClientvaluebydrivingnewopportunities通過(guò)驅(qū)動(dòng)新新的機(jī)會(huì)來(lái)來(lái)增加未來(lái)來(lái)客戶價(jià)值值A(chǔ)llowsustobewellpaidforusingourcreativityinthepursuitofthiscause讓我們得到到更好的利利潤(rùn)回報(bào)Our360DegreeBrandThinking

360度品牌思思考Cracksthenon-traditionalcustomerinSingaporeGeneratesprofitsfromdreamsinTaipeiMilkssportforallitisworthinThailandSilencesaWhisperwithconfidenceinKoreaMakesmoneyoutofstripteaseinthePhilippinesTurnsanadvertisingpropertyintoapopulistsloganinIndonesiaDiscoversthepowerofselfdiscoveryinChinaIntheBeginningWasaBlankSheetofWhitePaperonWhichaPressAdWasWritten最初的廣告告是寫(xiě)在報(bào)報(bào)紙上的平平面廣告AlongCameTVWhichWorkedtotheSameBasicShape伴隨電視的的誕生，廣廣告工作仍仍然保持基基本形狀SoHeadsStartedtoBecometheSameShape

因此，，頭腦也逐逐漸變成同同樣的形狀狀ToFittheBriefsWhichWeretheSameShape-SquarePegsIntoSquareHoles以以適應(yīng)同樣樣形狀的廣廣告簡(jiǎn)報(bào)SoAdmanLookedLikeThis

所以以，廣告告人看起起來(lái)都是是這個(gè)樣樣子的ThenAlongCameSomeOtherSortsofBriefs隨著其他他類(lèi)型簡(jiǎn)簡(jiǎn)報(bào)的產(chǎn)產(chǎn)生Direct直效行銷(xiāo)銷(xiāo)PublicRelations公共關(guān)系系SoDifferentShapedHeadsWereRequired導(dǎo)致對(duì)不不同形狀狀頭腦的的需求ToMakeuptheFullOrchestraofDisciplines為為建立整整個(gè)管弦弦樂(lè)隊(duì)SpecialisationCanCreateWalls&Silos專(zhuān)專(zhuān)業(yè)化化創(chuàng)造墻墻和井Silo?井井？Alargetowerforthestorageofgrainorcement一個(gè)儲(chǔ)藏藏谷物或或水泥的的塔形建建筑Nowindowstolookinoroutof沒(méi)有窗可可以從里里面看到到外面或從里面面看到外外面PlusOtherSortsofBriefs加加上其他他類(lèi)型的的簡(jiǎn)報(bào)OldIntegration以以前的的整合Eachdisciplinesitsinasilo每個(gè)專(zhuān)業(yè)業(yè)都坐在在井里面面Strategyisdevelopedinaleaddiscipline(usuallyadvertising)策略在主主導(dǎo)專(zhuān)業(yè)業(yè)中發(fā)展展（通常常是廣告告）Theleaddisciplinedevelopsitsidea(usuallytelevision)主導(dǎo)專(zhuān)業(yè)業(yè)發(fā)展它它的“IDEA”（通常是電電視）Otherdisciplinesaregiventheideaandaskedfollowittoproduceauniformlookandfeel(usuallyveryclosetoadeadline)其他專(zhuān)業(yè)業(yè)在既定定的“IDEA”下，被被要求根根據(jù)它發(fā)發(fā)展統(tǒng)一一的外觀觀和感受受（通常常離最后后期限很很接近））What’sChanged引引起哪些些變化？？Risingcostoftelevision抬高電視視的費(fèi)用用Mediafragmentation媒介破碎碎分離Newmedia-Internet,cable,videoondemand新媒體的的誕生互聯(lián)網(wǎng)網(wǎng)、有線線電視、、點(diǎn)播錄錄像Importanceofendorsement背書(shū)的重重要性Searchforbettervaluefrombrandspending在品牌投投資中尋尋求更好好的價(jià)值值WeNeedtoChangetheShapeofOurHeadstoApproach360DegreeBrandThinking為實(shí)行360品品牌思考考，我們們需要改改變我們們頭腦的的形狀?TheNew360DegreeBrandingApproach新新的360度度品牌建建立方式式WorkasaBrandTeamfromthestartsothinkingdevelopsinadiscipline-richwayandisanchoredintheBrandPrint開(kāi)始即以以品牌團(tuán)團(tuán)隊(duì)進(jìn)行行工作，，在一個(gè)個(gè)原則下下進(jìn)行思思考多樣的的方法，，以品牌牌寫(xiě)真為為依據(jù)ComeupwithabigIdea產(chǎn)出一個(gè)個(gè)“BIGIDEA”Chosepointsofcontacttointensifytheinvolvementofthebrandinpeople’’slives選擇接觸觸點(diǎn)，加加強(qiáng)品牌牌在人們們生活中中的融入入度TheNew360DegreeBrandingApproach新新的360度度品牌建建立方式式EnsureinterplaybetweenallexecutionalelementstobringtheBrandIdeaalivewhether確保所有有可執(zhí)行行元素間間的相互互影響，，以使使品牌IDEA誕生，無(wú)論single,dualormultipledisciplinesareused是否運(yùn)用到單單一、雙重還還是多元的專(zhuān)專(zhuān)業(yè)Ogilvycompaniesdeliveralltheexecutionsornot是否所有的執(zhí)執(zhí)行工作都由由奧美的公司司完成Thebestchanceofbeing360Degreeiswhenyouhaveaverystrongidea.Ifit’sstrong,itwillstarttohappennaturally“成為360度的最大機(jī)機(jī)會(huì)是當(dāng)你有有一個(gè)很強(qiáng)的的IDEA，如果IDEA夠強(qiáng)，它會(huì)會(huì)很自然成為為360度度?！盨hellyLazarusToGoAlongWithOurNewHeadsWeNeed

為了了配合我們的的新頭腦，我我們需要：Stimulitoprovokenewthinking激發(fā)新思維的的工具Newwaysofworkingtogetherthat新的協(xié)作方式式usethefullresourcesoftheBrandTeam運(yùn)用品牌團(tuán)隊(duì)隊(duì)的所有資源源avoidwheel-spinningandduplicationofeffort避免重復(fù)勞動(dòng)動(dòng)maximiseourcreativity最大化我們的的創(chuàng)造力ToGoAlongWithOurNewHeadsWeNeed

為了了配合我們的的新頭腦，我我們需要：Practicetoensurewecan鍛煉可以保證證我們picktheroughdiamondsfromtherivergravel在沙礫中篩選選出鉆石cutandpolishthemtogiveourbrandstruebrilliance切割、打磨，，給予我們的的品牌真正的的光彩Casestoinspireusalongtheway案例可以激發(fā)發(fā)我們BiggestRecipeforDisaster

導(dǎo)致災(zāi)災(zāi)難的最大因因素Believingitisanendinitselflosingsightoftheendresultbygettingobsessedwiththeprocess喪失對(duì)結(jié)果的的預(yù)見(jiàn)，沉迷迷在過(guò)程中間間thinkingthatthejobcanbedoneifwejustanswerasetofquestionsandcompleteasetofforms認(rèn)為僅僅回答答一系列問(wèn)題題，填完一些些表格即可讓讓工作得以完完成OtherRecipesforDisaster

其他導(dǎo)致致災(zāi)難的因素素FeelingthatitisquickerifwedoitbyourselveswithoutinvolvingtheBrandTeam認(rèn)為自己個(gè)人人作業(yè)要比品品牌團(tuán)隊(duì)作業(yè)業(yè)來(lái)得快Generatinglistsofeverythingthatcouldbedonewithoutprioritisingthoseelementsthatwillworktogethertogetthebrandmoreinvolvedinpeoples’reallives羅列每件事情情，不從品牌牌融入消費(fèi)者者生活的角度度來(lái)考慮優(yōu)先先順序Seeing360Degreeascross-sellingorjustcarvingupabudget將360度看看作跨領(lǐng)域銷(xiāo)銷(xiāo)售或僅僅作作為瓜分預(yù)算算的方法DifferencesBetweenOldFashionedIntegrationand360DegreeBrandThinking360度品牌思考與與整合概念的的差異性Integration整合Laundrylistofopportunitiesallofwhichwouldbenicetodobutdon’tnecessarilysolvethecriticalissue羅列所有的的機(jī)會(huì)點(diǎn)，，有些可能能還不錯(cuò)，，但并不是是解決關(guān)鍵鍵問(wèn)題所需需要的Nostrategicguidingprinciple沒(méi)有策略指指導(dǎo)原則IdeaactsassuperficialbadgingdeviceIDEA僅作為表面面的東西360DegreeBrandThinkingSolvingthecriticalchallengeofthebrand解決品牌面面臨的主要要挑戰(zhàn)Operatingwithinastrategicframework,withdifferentrolestoachievethegoal在策略框架架下運(yùn)作，，從不同角角度達(dá)到目目的Drivenbyanidea,whichitextends以可延伸的的IDEA為指導(dǎo)WeAssumeThatWeHaveAlreadyDoneOurHomework我們假設(shè)我我們已經(jīng)做做完我們?cè)撛撟龅墓φn課Someagenciesscornresearch,marketingandhomework.TheyskidaroundonthesurfaceofirrelevantbrillianceAtOgilvyweaskyoutodoyourhomeworkandcreatebrilliantcampaignsDavidOgilvySequenceOf360DegreeBrandThinking

360度品牌思思考的順序序In360Degreethinkingeverythingconnectswitheverythingelse在360度度思考中，，每件事情情之間都有有關(guān)聯(lián)Thereisanaturalsequencefortheteamtomovethrough存在一個(gè)自自然順序Butweneedtocheckbacktoinsightsfrompreviousstagestoprovidestimulusandensurethateverythingfitstogetherandisconsistent但我們?nèi)匀蝗恍枰皇鞘腔仡櫱半A階段的洞察察，以提供供刺激材料料和確保每每件事配合合得很好，，確保他們們的一致性性。TheElements主主要元素素BrandScan品牌掃描BrandAudit品牌檢驗(yàn)Pointsofcontact接觸點(diǎn)Challenge挑戰(zhàn)BrandPrint品牌寫(xiě)真

IdeaBrandWorld品牌世界Executions執(zhí)行DiscovertheChallengefacingthebrandina360Degreeway從360度度的角度，，發(fā)掘品牌面臨的的挑戰(zhàn)DescribetheBrand’sDNA描述品牌的的DNAChallenge挑戰(zhàn)BrandPrint品牌寫(xiě)真BrandWorld品牌世界Createaworldwhichmaximisestheinterplaybetweenthebrandanditscustomersatvariouspointsofcontact創(chuàng)造一個(gè)世世界，讓品品牌和它的的消費(fèi)者之之間在各個(gè)個(gè)不同接觸觸點(diǎn)的相互互影響達(dá)到到最大化WhatWeNeedIdeaBrandAudit品牌檢驗(yàn)BrandScan品牌掃描Pointsofcontact接觸觸點(diǎn)點(diǎn)Gathering,orderingandinterpretinginformationaboutthebrandina360Degreeway從360度度的的角角度度，，收收集集、、整整理理、、解解釋釋關(guān)關(guān)于于品品牌牌的的各各種種訊訊息息Understandingtheuniquerelationshipbetweenthebrandanditscustomers了解解消消費(fèi)費(fèi)者者與與品品牌牌的的獨(dú)獨(dú)特特關(guān)關(guān)系系Definingtheareaswherethebrandcanintensifytheimpactithasonpeople’’slives確定定品品牌牌可可以以增增強(qiáng)強(qiáng)其其對(duì)對(duì)人人們們生生活活影影響響的的接接觸觸點(diǎn)點(diǎn)HowWeGetThere如如何何達(dá)達(dá)到到？？2FromBrandScantoChallenge從品品牌牌掃掃描描到到挑挑戰(zhàn)戰(zhàn)WheretheBrand’’sProblemsLie品品牌牌的的問(wèn)問(wèn)題題在在哪哪里里？？BrandScan品牌牌掃掃描描Challenge挑戰(zhàn)戰(zhàn)Equities資資產(chǎn)產(chǎn)A360Degreebrandisacompositeofdifferent,inter-relatedstrengthsorequities一個(gè)個(gè)360度度的的品品牌牌是是不不同同內(nèi)內(nèi)在在相相關(guān)關(guān)的的優(yōu)優(yōu)勢(shì)勢(shì)和和資資產(chǎn)產(chǎn)的的組組合合Weusesixequitiestolookatabrandinacomprehensiveway我們運(yùn)用用六個(gè)方方面來(lái)觀觀察一個(gè)個(gè)品牌Weassessthestrengthsandweaknessesoneachasahealthcheckonthebrand就像品牌牌的健康康檢查，，我們得得到每個(gè)個(gè)方面品品牌的優(yōu)優(yōu)勢(shì)和弱弱點(diǎn)Image形象Goodwill商譽(yù)Product產(chǎn)品Customer消費(fèi)者Visual視覺(jué)Channel銷(xiāo)售渠道道ACompositeofSixInterrelatedEquities

6個(gè)個(gè)方面資資產(chǎn)的組組合TheBrandTeamNeedsToKnowProduct產(chǎn)品Howtheproductperformancesupportsthebrand產(chǎn)品的表表現(xiàn)如何何支持品品牌？Image形象Whetherthebrand’simageisstrongandengaging是否品牌牌形象很很強(qiáng)并且且吸引消消費(fèi)者？？Customer消費(fèi)者Howstrongthebrand’’scustomerfranchiseis品牌消費(fèi)費(fèi)者的特特權(quán)有多多強(qiáng)？TheBrandTeamNeedsToKnowChannel銷(xiāo)售渠道道Howwellthebrandisleveragedinthetradeenvironment通路環(huán)境境對(duì)品牌牌的影響響如何？？Visual視覺(jué)Whetherthebrandpresentsaclear,consistentanddifferentiatingpresence是否品牌牌具有清清晰、持持續(xù)和差差異化視視覺(jué)形象象Goodwill商譽(yù)Whetherthebrandisendorsedbyinfluencersandthecommunitiesinwhichitlives是否品牌牌被“影影響者””和社會(huì)會(huì)團(tuán)體所所認(rèn)可？？RecognisethisBrand?

辨認(rèn)這個(gè)個(gè)品牌WhatAreItsEquities?

什么是是它的資產(chǎn)？？UnusuallythisBrandwasbuiltwithnoadvertisingsupport通常這個(gè)品牌沒(méi)有廣告的支持HealthCheck:AmexversusDinersinHongKongAmex和和Diners品品牌健康檢查查ImageGoodwillProductCustomerVisualChannelImageGoodwillProductCustomerVisualChannelHealthCheck:AmexversusHSBCVisainHongKong

Amex和HSBC品品牌健康檢檢查ImageGoodwillProductCustomerVisualChannelImageGoodwillProductCustomerVisualChannelNotUntilWeHaveAssessedWheretheStrengthsandWeaknessesoftheBrandAreonTheseSixEquities只有當(dāng)我們了了解品牌在6個(gè)方面的強(qiáng)強(qiáng)、弱Canwestarttodeterminewhatthebrandcoulddotobestronger我們才能決定定做些什么可可以讓品牌變變得更強(qiáng)大AndcanwedefinetheChallengefacingthebrand我們才能確定定品牌面臨的的挑戰(zhàn)Equities

資產(chǎn)產(chǎn)Equitiesarenotdisguisesforgroupcompaniesorcommunicationdisciplines資產(chǎn)不是一群群公司或多種種傳播方法的的偽裝However,differentdisciplinesclearlyhavemoreimpactonsomeequitiesthanonothers然而，不同的的方法在某些些資產(chǎn)方面會(huì)會(huì)比其他的方方法更有影響響力WhatWeUsetoHelpDiscovery我我們運(yùn)用什么么來(lái)幫助發(fā)掘掘？Thebackgroundofourbasicknowledgeandhomeworkaboutthebrand我們的基本知知識(shí)背景和關(guān)關(guān)于品牌的功功課AfacilitatedmeetingoftheBrandTeamincludingMindShare具有促進(jìn)作用用的品牌團(tuán)隊(duì)隊(duì)會(huì)議（包括括傳立）Stimuliselectedfromashuffledeckofquestionsacrosstheequitiestoprovokethinkingandfocusdiscussion(itdoesnotmatterwhichequitywestartthediscussionwith)激發(fā)思考和討討論的“撲克克牌”AndtheCompassDialasavisualprompt視覺(jué)化工具“指南針”StimuliQuestionsintheShuffleDeck:ProductEquity

“撲克牌”中的的問(wèn)題：產(chǎn)品品層面Whatmakesthisproductsuperiortothecompetition?這個(gè)產(chǎn)品優(yōu)于于競(jìng)爭(zhēng)品牌的的原因有哪些些？Doestheproductperformanceliveuptoexpectationsinallitsaspects?產(chǎn)品的表現(xiàn)符符合在所有方方面的期望？？Aretherethingsaboutthisproductwhich,ifbetterknown,wouldenhanceitsappeal?是否存在有關(guān)關(guān)這個(gè)產(chǎn)品的的某些事情，，如果大家都都知道，可以以增加這個(gè)產(chǎn)產(chǎn)品的吸引力力？StimuliQuestionsintheShuffleDeck:ProductEquity“撲克牌”中的的問(wèn)題：產(chǎn)品品層面Doesthisproducthavetheoptimumprice-valueequation?是否這個(gè)產(chǎn)品品具有最佳的的價(jià)格--價(jià)價(jià)值比？Ifthereisarangeofproducts,howdotheyclarifyorconfusetheproposition?如果有一系列列產(chǎn)品，他們們是否讓主張張變得更清晰晰或者更混亂亂？Ifyouhadafreehand,arethereanythingsabouttheproduct(presentation/design/sizeetc)youwouldchangetomakeitmoreattractive?如果果你你可可以以自自由由發(fā)發(fā)揮揮，，是是否否有有任任何何你你希希望望改改變變的的方方面面，，（（包包括括：：設(shè)設(shè)計(jì)計(jì)、、尺尺寸寸等等）），，讓讓這這個(gè)個(gè)產(chǎn)產(chǎn)品品更更具具吸吸引引力力？？Example:JaguarIsaQuirkyBrand例例子子：：Jaguar是是一一個(gè)個(gè)詭詭異異的的品品牌牌TheengineersbuiltbackfeaturesintotheproducttoreinforcethisproductequityOrtherubberduckonthesideofthebathintheConradHotelStimuliforImageEquity形形象象層層面面Arethevaluesorattitudesthisbrandownsrelevanttothemarkettoday?品牌牌所所擁?yè)碛杏械牡膽B(tài)態(tài)度度和和價(jià)價(jià)值值是是否否與與今今天天的的市市場(chǎng)場(chǎng)有有關(guān)關(guān)？？Doesthebrandleadorfollowtrendssetinthemarketplace?品牌牌是是否否引引領(lǐng)領(lǐng)或或追追隨隨在在市市場(chǎng)場(chǎng)中中的的潮潮流流？？Whofeelsclosesttothebrand-adiscretegroup,orawiderangeofpeople?哪些些人人與與品品牌牌最最接接近近？？部部分分人人群群還還是是廣廣泛泛的的人人群群？？Towhatextentisthebrandpresentedinadistinctivemannercomparedtothecompetition?與競(jìng)競(jìng)爭(zhēng)爭(zhēng)品品牌牌相相比比，，品品牌牌的的風(fēng)風(fēng)格格獨(dú)獨(dú)特特到到哪哪種種程程度度？？StimuliforImageEquity形形象象層層面面Isthereastrongideaunderpinningthebrand’’simage?在品品牌牌的的形形象象背背后后，，是是否否存存在在一一個(gè)個(gè)很很強(qiáng)強(qiáng)的的““IDEA””？？Towhatextentisthebrand’’sshareofvoiceaninfluenceonitsimagestrength?品牌的“SOV”對(duì)品牌強(qiáng)弱的的影響有多大大？Ifthereisimageweakness,isitbecausethebrandisbeingwronglypresentedornotsupportedintherightway?如果存在形象象上的弱點(diǎn)，，是因?yàn)槠放婆埔藻e(cuò)誤的方方式被呈現(xiàn)，，還是沒(méi)有以以正確的方式式被支持？Example:PondsSkinLighteninginJapanWeigheddownwitha‘‘grandmother’scoldcream’’reputation重負(fù)“祖母的的冷霜”的形形象Neededtoskipagenerationtorejuvenateimage,andappealdirectlytoanewgroupofyoungwomen需要跳過(guò)一代代，讓品牌形形象得以重生生。并且直接接吸引新一代代的年輕女性性DoubleWhiteskinlighteningcreammadePond’sonceagainseemaninnovator(afterfollowingthetrendsforageneration)雙重美白霜讓讓Pond’s又一次被看作作創(chuàng)新者StimuliforCustomerEquity

消費(fèi)者者層面Atwhatpointintheirlives,andforwhatreasons,docustomersstartandstopcomingtothebrand?在生活中的哪哪些點(diǎn)？基于于何種原因？？消費(fèi)者開(kāi)始始接觸品牌或或不再接觸本本品牌？Isthebrandpopularamongstthepeoplewhoshouldbeitsnaturalusers?在品牌的自然然使用者中，，本品牌是否否被廣為接受受？Inlookingfornewcustomers,towhatextentisthebrandtargetingitsbestvolumeopportunity?在尋求新的消消費(fèi)者時(shí)，品品牌目標(biāo)達(dá)到到它潛力的多多少？Whoismoreimportanttoinfluence,thepurchaseroruserofthisbrand?誰(shuí)對(duì)品牌更有有影響力？品品牌使用者者還是品牌的的購(gòu)買(mǎi)者？StimuliforCustomerEquity

消費(fèi)者者層面Whatisthevaluetothebrandofitsbestormostloyalcustomers?品牌忠實(shí)消費(fèi)費(fèi)者對(duì)品牌的的價(jià)值是什么么？Isthebrandover-dependenteitheronitsloyalcustomersoraconstantarrivalofnewusers?是否本品牌過(guò)過(guò)分依賴(lài)于忠忠實(shí)消費(fèi)者和和新進(jìn)消費(fèi)者者？Isthisbrandgettingitsfairshareofthecustomer’swallet?是否本品牌得得到其應(yīng)該得得到的份額？？Doesthisbrandtreatitsbestcustomersascustomersforlife?是否該品牌對(duì)對(duì)待它最好的的消費(fèi)者如同同生活中的消消費(fèi)者？InMostCountriesNestléEnjoysUniqueCustomerEquityAdvantagesLinkedtoItsProductPortfolioArangecoveringawidesetofneedsacrossfamilylifestages,frommotherstobetosenioradultnutrition涵蓋大范圍的的家庭生活所所需，從母親親到高級(jí)成人人營(yíng)養(yǎng)Umbrellabrandingextendingintomanyaspectsofthecustomer

’slife(unlikeUnilever)品牌擴(kuò)展到消消費(fèi)者生活的的很多方面Thereforetheabilitytorealisethevalueofthecustomerinportfolioandthroughtime有能力了解消消費(fèi)者的價(jià)值值StimuliforChannelEquity

銷(xiāo)售渠道道方面Doestheexistingmixofdifferentchannelsworktothebestadvantageofthebrand’ssalesandimage?現(xiàn)有的不同銷(xiāo)銷(xiāo)售渠道的組組合，是否否給品牌的銷(xiāo)銷(xiāo)售和形象帶帶來(lái)最大的好好處Aretherenewpotentialchannelstoexplore?是否有潛在的的銷(xiāo)售渠道可可以發(fā)展？Withinthecriticalchannels,isthebrandeffectivelydistributedanddisplayed?在重要的銷(xiāo)售售渠道，品品牌是否被有有效的鋪貨及及展示？Dosalesforceandchannelactivityworkwelltogether?銷(xiāo)售力量和渠渠道活動(dòng)是否否配合得很好好？StimuliforChannelEquity

銷(xiāo)售渠道道方面Cansalesleadsbetracediftheyaresoldthroughthechannel?銷(xiāo)售痕跡是否否可以被追蹤蹤到？Howimportantisthebrandtothechannel,andhowdoestheTradefeelaboutthebrand?本品牌對(duì)銷(xiāo)售售渠道的重要要性如何？銷(xiāo)銷(xiāo)售渠道對(duì)品品牌的意見(jiàn)如如何？Whatdopotentialcustomersknowaboutwheretofindthebrand,andisitenough?潛在消費(fèi)者是是否知道在哪哪里可以買(mǎi)得得到本品牌？？這是否足夠夠？AreBusinessPartnersworkingtothebestadvantageofthebrand?商業(yè)伙伴是否否給本品牌最最大的益處？？Howeffectivelydoesafter-salesservicesupportthebrand?售后服務(wù)如何何有效地支持持本品牌？AmexCanshowrelativelyweaknessinchannelequityStimuliforVisualEquity視視覺(jué)方面Towhatextentisthebrand’slookandfeelalignedtothecorporatevision&valueswhichunderpinthebrand?品牌的外觀和和感受與公司司遠(yuǎn)景及價(jià)值值觀的緊密程程度如何？Istherelationshipbetweencorporateandproductbrandsworkingoptimally?公司品牌與產(chǎn)產(chǎn)品品牌之間間融合得是否否最好？Lookingattheproductbrand,howwellarticulatedarecolours,logos,symbolsassociatedwiththebrand?與品牌有關(guān)的的色彩、logo、符號(hào)等是否闡闡述得夠清楚楚？Doallthevisualaspectsofthebrandgiveacontemporaryfeel?Oracategory-leadingimpression?品牌所有的視視覺(jué)方面是否否有當(dāng)今的感感覺(jué)？或者是是否覺(jué)得有一一個(gè)品類(lèi)領(lǐng)導(dǎo)導(dǎo)者的感覺(jué)？？StimuliforVisualEquity視視覺(jué)方面Isthebrandpresenteverywhereintheoutsideworld?本品牌在外部部世界是否得得可以看得見(jiàn)見(jiàn)？Howstrongisthevisualimpactofthebrandinstore?品牌在店頭的的視覺(jué)沖擊力力有多強(qiáng)？Towhatdegreearealltheaspectsofthebrand’svisualpresenceconsistentwitheachother?品牌視覺(jué)各個(gè)個(gè)方面的一致致性如何？BeforeEnterpriseDevelopedaNewVisualIdentityforHKPost,NameCardsWereAllDifferent香港郵政（（視覺(jué)整合以以前）ByContrast,theStrongVisualEquityofAmex相反，美國(guó)運(yùn)運(yùn)通卡有很強(qiáng)強(qiáng)的視覺(jué)資產(chǎn)產(chǎn)StimuliforGoodwillEquity

商譽(yù)方方面Arethereanysocialtrendswhicharelikelytoincreaseordecreasedemandforthebrandinthefuture?是否存在任何何社會(huì)趨勢(shì)，，在將來(lái)會(huì)影影響到對(duì)本品品牌的需求增增減？Arethereanyexternalissueswhichaffectthisbrand,eitherpositivelyornegatively?Cananybecreated?是否有外部觀觀點(diǎn)會(huì)影響到到本品牌？（（正面的或或負(fù)面的觀點(diǎn)點(diǎn)）能否創(chuàng)造造這樣的觀點(diǎn)點(diǎn)？Whointheworldatlargehasabiginfluenceonthisbrandorthedecision-makingofitsconsumers?誰(shuí)對(duì)這個(gè)品牌牌有最大的影影響力？對(duì)消消費(fèi)者購(gòu)買(mǎi)決決定有影響力力？StimuliforGoodwillEquity

商譽(yù)方方面Howfavourableisthemediacoveragethisbrandreceives?這個(gè)品牌得到到的媒體方面面的照顧有多多好？Howdoprofessionalexpertsfeelaboutrecommendingthebrandtoothers?專(zhuān)家在推薦這這個(gè)品牌時(shí)的的感受如何？？Doesthebrandpubliclyliveuptoitspromises?是否這個(gè)品牌牌符合它的承承諾？Isthebrandagoodcitizenofthecommunity?本品牌是否是是一個(gè)良好的的社會(huì)公民？？Howdothebrand’sownemployeesfeelaboutbeingassociatedwiththebrand?IstheirbehaviouralignedwiththeCEO’svision?當(dāng)與本品牌有有聯(lián)系時(shí)，品品牌自己雇雇員的感受如如何？ExampleFrom:J.NasserSentFriday,November19,19991:41PMToFordEmployeesandothersYesterday,BillFordandIspentmuchofthedaywithagroupofourseniorleadershipdiscussingoneofourkeyareasofcompetitiveadvantage--corporatecitizenshipTraditionally,manyofushaveconsideredcorporatecitizenshipasphilanthropyandvolunteerprograms.Letmeassureyouitismuchmorethanthat.It’saboutwhoweare,whatweofferinthemarketplaceandhowweconductourbusiness.It’’sourreputation…..Expectationsforperformancebylargeglobalcompaniesaremuchgreaterthanever.Itisnolongerenoughforusjusttoproducegoodproductsandemployandtreatpeoplefairly.Weareexpectedtohelpfindsolutionstotheenvironmental,socialandeconomicproblemsfacingtheworldXerox施樂(lè)30minutesafteraderangedemployeehadtakenaguntohiscollegueslastyearacompanystatementwasontheXeroxwebsiteTheCompassDial羅羅盤(pán)（指指南針）Isavisualprompttohelp360Degreethinking幫助360度思考的的視覺(jué)刺激激Dividedintosixsegments-eachcoveringtheelementsassociatedwithoneofthesixequities分割為6個(gè)個(gè)部分，每每個(gè)部分涵涵蓋該部分分的主要元元素Atthecentretheelementsaremorestrategic中心部分是是較戰(zhàn)略性性的Whatisthebrand’sstrategytowardscurrentusersversusnon-users與非品牌使使用者相比比，什么是是品牌針對(duì)對(duì)目前消費(fèi)費(fèi)群的策略略？TheCompassDial羅羅盤(pán)（指指南針）Aswemoveoutwardstheelementsbecomemoretangible越往外部，，元素變得得越來(lái)越可可操作Thequalityoftheloyaltyprogramme,thestrengthofthebrandidea忠誠(chéng)度活動(dòng)動(dòng)的質(zhì)量；；品牌““IDEA””的力度Ontheouterrimarethepointsofcontactthemselves-thephysicalplaceswherethebrandpresentsitselftothecustomer最外面的邊邊緣，是是與消費(fèi)者者的接觸點(diǎn)點(diǎn)；是品牌牌呈現(xiàn)自己己的物理地地點(diǎn)Listofelementsassociatedwitheachequity與每個(gè)方面面有關(guān)的主要要元素列表BrandScanHelpsUsDiagnosetheAreasofSicknessintheBrand品牌掃描幫幫助我們?cè)\診斷品牌的的弱點(diǎn)Forexample例如Keycustomerswhomthebrandisnotaddressingproperly品牌沒(méi)有照照顧好的主主要客戶Wherethebrandneedstobuildstrongerrelationships品牌需要建建立更強(qiáng)關(guān)關(guān)系的地方方Inconsistenciesinthevariouspointsofcontactbetweenthebrandanditscustomers品牌與其消消費(fèi)者在各各個(gè)不同聯(lián)聯(lián)系點(diǎn)上的的不一致性性UsingtheCompassDial

運(yùn)用用羅盤(pán)（指指南針）Useitasachecklistoftheanatomyofabrand作為解剖品品牌的“checklist”Seehowyourbrandstacksupagainstacompetitorbrandineachequity在每一個(gè)方方面，你的的品牌與競(jìng)競(jìng)爭(zhēng)品牌的的比較如何何？UsingtheCompassDial

運(yùn)用用羅盤(pán)（指指南針）Explorewhetherthecreativeideaisleveragedthroughoutthecompassandwhatthescopeisforinterplaybetweentheelements探索創(chuàng)意IDEA是否在羅盤(pán)盤(pán)上得以發(fā)發(fā)揮，各元元素間的相相互影響達(dá)達(dá)到哪種程程度？Askyourselfwhetheryourbrandhasweaknessesthatneedtobeaddressed-thecompassdialwillnottellyouthesolution.Butitwillpointyoutoadefinitionofwhattheproblemis自問(wèn)你的品品牌是否存存在弱點(diǎn)？？羅盤(pán)不會(huì)會(huì)告訴你解解決方法，，但可以以幫助你了了解問(wèn)題的的所在。DistillingtheDiscoveryDiscussion將將討論進(jìn)行行過(guò)濾IntoasingleChallenge挑戰(zhàn)Thebiggestchallengethebrandfaces品牌所面臨臨的最大挑戰(zhàn)ImageGoodwillProductCustomerVisualChannelSummarisingaBrandScanDiscussion:GuinnessSingapore品品牌掃描小小結(jié)（健力力士，新加加坡）HowtheProduct’sPerformanceSupportstheBrand產(chǎn)產(chǎn)品的表表現(xiàn)如何支支持品牌Product產(chǎn)品PeoplemeasureGuinnessagainstbeer,thereforeareunpleasantlysurprisedbyitsbitterness人們以啤酒酒的標(biāo)準(zhǔn)來(lái)來(lái)判斷Guinness，，發(fā)現(xiàn)它的味味道太苦，，不易接受受WhethertheBrand’sImageIsStrongandEngaging在在哪些方方面品牌形形象較強(qiáng)Image形象Guinnessisgoodforyoupersistsandisseenasold-fashioned“Guinnessisgoodforyou”有持續(xù)性，，但被認(rèn)為為過(guò)時(shí)Seriousdrink-needstolightenuptoinviteyoungerdrinkersintothebrand嚴(yán)肅飲品需要要讓年輕消消費(fèi)群進(jìn)入入本品牌HowStrongtheBrand’’sCustomerFranchiseIsCustomerPeoplecomelatetothebrandanoldman’’sdrink人們接觸品品牌較晚，，是一個(gè)老老年男性的的品牌Youngtendtodipinandoutofbrand年輕人如蜻蜻蜓點(diǎn)水般般嘗試一下下HowWelltheBrandIsLeveragedintheTradeEnvironmentChannel銷(xiāo)售渠道Focusesonextremes(hawkercentres&Western-stylepubs),leavingmiddlegroundChinesenightspotsunder-leveraged集中在終端端YoungerdrinkerssurprisedifGuinnessisnotavailable-butforgiveoutlet&switchbrands沒(méi)有“Guinness””年輕人會(huì)很很驚訝，但但會(huì)原諒?fù)ㄍ范D(zhuǎn)換換品牌WhethertheBrandPresentsaClearConsistentandDifferentiatingPresenceVisual視覺(jué)Blacknessisvisiblydifferent,strikingandsignifiesmasculinity黑色是視覺(jué)覺(jué)差異，意意味著男男性In-barsignageisdusty酒吧內(nèi)的象象征是灰塵塵WhethertheBrandIsEndorsedbyInfluencersandtheCommunitiesinWhichItLivesGoodwill商譽(yù)Campaignapproachirreverent,butdoesn’tdomuchforthecommunityatlarge廣告方式有有點(diǎn)叛逆、、不尊重的的感覺(jué)，但但并沒(méi)有太太過(guò)分ButawarenessofIrishpubsintroducesan‘a(chǎn)u