度品牌管理二

1360DegreesBrandCascadeJune30th-July1stShanghaiDoYouFeelThatYouAre…….

你是否覺得你是…...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360度品牌管理的了解，在卡片上寫下你認(rèn)為帶來成功的三個(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 我們在井中作業(yè)Ourbusinessisbeingpusheddownstream 我們的事業(yè)正走向下游ManagementconsultancythreatwithCEOlevelcontacts 管理顧問公司威脅到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無限品牌公司UnlimitedWecrossdisciplinesina360Degreeway通過360度思考跨跨越專業(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）SalesPromotion銷售推廣Head主管Head主管Head主管Head主管One直效行銷PublicRelations公共關(guān)系Identity視覺設(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，，應(yīng)該坐在一一起TheBrandP&L品牌損益Shareofclienttarget分享客戶的目目標(biāo)AP&Lwhichreportshorizontally垂直報(bào)告的損損益Jobstrackedatanindividuallevel工作遵循獨(dú)立立的層面Incomedistributedandprofitdistributedprorataversushoursspent收入和利潤根根據(jù)時(shí)間花費(fèi)費(fèi)進(jìn)行分配Finance,AdminandITpartnersHeadHeadHeadHeadHeadHEADOFCOUNTRYMulti-disciplinaryBrandTeamsConsultingIMAGINEERSAdvSalesPromotionOnePublicRelationsIdentityCREATIVEBrandP&L品牌損益CountryP&L地區(qū)損益AgreedStructurefora360DegreeAgency（（360度代代理商結(jié)構(gòu)））What360DegreeDoesForUs360度可以為我們們做什么？WhatistheTerritoryofaBrand?

一個(gè)個(gè)品牌的版圖圖是什么？Sixincheswide6英寸寬GreyandwetMysteriousLineextensions產(chǎn)品延伸Salespromotion促銷活動(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Yourshowrooms展示廳Corporatereputation企業(yè)聲譽(yù)Telemarketingscripts電話行銷記錄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)品牌是消消費(fèi)者所經(jīng)歷歷的總和In360Degree

在360度過程程中Youhavetoanticipateeveryencounteracustomerisgoingtohavewithyourbrand你必須預(yù)見消消費(fèi)者與品牌牌的每一次接接觸機(jī)會(huì)Youmustcustomizethemessageforeachencounter針對每一次機(jī)機(jī)會(huì)，設(shè)計(jì)需需要傳達(dá)的信信息Youarearrangingtheencounterstomakesuretheyenrichthecustomer‘‘soverallexperiencewithabrand設(shè)計(jì)安排這樣樣的機(jī)會(huì)，以以保證可以增增加消費(fèi)者與與品牌的經(jīng)驗(yàn)驗(yàn)A360DegreeBrandScrapsandStrawsThatAdduptotheMostValuableAssetaCompanyHas360DegreeBrandStewardship

360度品牌管管家Createsgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers創(chuàng)造偉大的““IDEA”，，讓我們的品牌牌在與消費(fèi)者者的每一次接接觸中都可以以向前發(fā)展Selectstherichestpointsofcustomerinvolvementonwhichtofocusourefforts選擇最有效的的接觸點(diǎn)，將將我們的努力力集中在這些些方面360DegreeBrandStewardship360度品品牌管家Improvestherelationshipbetweenclientsandtheircustomers增強(qiáng)客戶和消消費(fèi)者之間的的關(guān)系IncreasesClientvalueintermsofmarketshare,profitandshareprice增加客戶的市市場份額，利利潤和股票價(jià)價(jià)格AddsfutureClientvaluebydrivingnewopportunities通過驅(qū)動(dòng)新的的機(jī)會(huì)來增加加未來客戶價(jià)價(jià)值A(chǔ)llowsustobewellpaidforusingourcreativityinthepursuitofthiscause讓我們得到更更好的利潤回回報(bào)Our360DegreeBrandThinking360度品牌牌思考Cracksthenon-traditionalcustomerinSingaporeGeneratesprofitsfromdreamsinTaipeiMilkssportforallitisworthinThailandSilencesaWhisperwithconfidenceinKoreaMakesmoneyoutofstripteaseinthePhilippinesTurnsanadvertisingpropertyintoapopulistsloganinIndonesiaDiscoversthepowerofselfdiscoveryinChinaIntheBeginningWasaBlankSheetofWhitePaperonWhichaPressAdWasWritten最初的的廣告告是寫寫在報(bào)報(bào)紙上上的平平面廣廣告AlongCameTVWhichWorkedtotheSameBasicShape伴隨電電視的的誕生生，廣廣告工工作仍仍然保保持基基本形形狀SoHeadsStartedtoBecometheSameShape因因此，，頭腦腦也逐逐漸變變成同同樣的的形狀狀ToFittheBriefsWhichWeretheSameShape-SquarePegsIntoSquareHoles以以適應(yīng)應(yīng)同樣樣形狀狀的廣廣告簡簡報(bào)SoAdmanLookedLikeThis所所以，，廣告告人看看起來來都是是這個(gè)個(gè)樣子子的ThenAlongCameSomeOtherSortsofBriefs隨著其其他類類型簡簡報(bào)的的產(chǎn)生生Direct直效行行銷PublicRelations公共關(guān)關(guān)系SoDifferentShapedHeadsWereRequired導(dǎo)致對對不同同形狀狀頭腦腦的需需求ToMakeuptheFullOrchestraofDisciplines為為建建立整整個(gè)管管弦樂樂隊(duì)SpecialisationCanCreateWalls&Silos專專業(yè)化化創(chuàng)造造墻和和井Silo?井井？Alargetowerforthestorageofgrainorcement一個(gè)儲(chǔ)儲(chǔ)藏谷谷物或或水泥泥的塔塔形建建筑Nowindowstolookinoroutof沒有窗窗可以以從里里面看看到外外面或從里里面看看到外外面PlusOtherSortsofBriefs加加上上其他他類型型的簡簡報(bào)OldIntegration以以前的的整合合Eachdisciplinesitsinasilo每個(gè)專專業(yè)都都坐在在井里里面Strategyisdevelopedinaleaddiscipline(usuallyadvertising)策略在在主導(dǎo)導(dǎo)專業(yè)業(yè)中發(fā)發(fā)展（（通常常是廣廣告））Theleaddisciplinedevelopsitsidea(usuallytelevision)主導(dǎo)專專業(yè)發(fā)發(fā)展它它的““IDEA””（通常是是電視視）Otherdisciplinesaregiventheideaandaskedfollowittoproduceauniformlookandfeel(usuallyveryclosetoadeadline)其他專專業(yè)在在既定定的““IDEA””下，被被要要求根根據(jù)它它發(fā)展展統(tǒng)一一的外外觀和和感受受（通通常離離最后后期限限很接接近））What’’sChanged引引起起哪些些變化化？Risingcostoftelevision抬高電電視的的費(fèi)用用Mediafragmentation媒介破破碎分分離Newmedia-Internet,cable,videoondemand新媒體體的誕誕生互互聯(lián)網(wǎng)網(wǎng)、有有線電電視、、點(diǎn)播播錄像像Importanceofendorsement背書的的重要要性Searchforbettervaluefrombrandspending在品牌牌投資資中尋尋求更更好的的價(jià)值值WeNeedtoChangetheShapeofOurHeadstoApproach360DegreeBrandThinking為實(shí)行行360品品牌思思考，，我們們需要要改變變我們們頭腦腦的形形狀?TheNew360DegreeBrandingApproach新新的的360度度品牌牌建立立方式式WorkasaBrandTeamfromthestartsothinkingdevelopsinadiscipline-richwayandisanchoredintheBrandPrint開始即即以品品牌團(tuán)團(tuán)隊(duì)進(jìn)進(jìn)行工工作，，在一一個(gè)原原則下下進(jìn)行行思考考多樣樣的方方法，，以品品牌寫寫真為為依據(jù)據(jù)ComeupwithabigIdea產(chǎn)出一一個(gè)““BIGIDEA””Chosepointsofcontacttointensifytheinvolvementofthebrandinpeople’slives選擇接接觸點(diǎn)點(diǎn)，加加強(qiáng)品品牌在在人們們生活活中的的融入入度TheNew360DegreeBrandingApproach新新的的360度度品牌牌建立立方式式EnsureinterplaybetweenallexecutionalelementstobringtheBrandIdeaalivewhether確保所所有可可執(zhí)行行元素素間的的相互互影響響，以以使使品牌牌IDEA誕生，，無論論single,dualormultipledisciplinesareused是否運(yùn)運(yùn)用到到單一一、雙雙重還還是多多元的的專業(yè)業(yè)Ogilvycompaniesdeliveralltheexecutionsornot是否所所有的的執(zhí)行行工作作都由由奧美美的公公司完完成Thebestchanceofbeing360Degreeiswhenyouhaveaverystrongidea.Ifit’’sstrong,itwillstarttohappennaturally“成為為360度度的最最大機(jī)機(jī)會(huì)是是當(dāng)你你有一一個(gè)很很強(qiáng)的的IDEA，，如果IDEA夠強(qiáng)，，它它會(huì)很很自然然成為為360度。?！盨hellyLazarusToGoAlongWithOurNewHeadsWeNeed為為了了配合合我們們的新新頭腦腦，我我們需需要：：Stimulitoprovokenewthinking激發(fā)新新思維維的工工具Newwaysofworkingtogetherthat新的協(xié)協(xié)作方方式usethefullresourcesoftheBrandTeam運(yùn)用品品牌團(tuán)團(tuán)隊(duì)的的所有有資源源avoidwheel-spinningandduplicationofeffort避免重重復(fù)勞勞動(dòng)maximiseourcreativity最大化化我們們的創(chuàng)創(chuàng)造力力ToGoAlongWithOurNewHeadsWeNeed為為了了配合合我們們的新新頭腦腦，我我們需需要：：Practicetoensurewecan鍛煉可可以保保證我我們picktheroughdiamondsfromtherivergravel在沙沙礫礫中中篩篩選選出出鉆鉆石石cutandpolishthemtogiveourbrandstruebrilliance切割割、、打打磨磨，，給給予予我我們們的的品品牌牌真真正正的的光光彩彩Casestoinspireusalongtheway案例例可可以以激激發(fā)發(fā)我我們們BiggestRecipeforDisaster導(dǎo)導(dǎo)致致災(zāi)災(zāi)難難的的最最大大因因素素Believingitisanendinitselflosingsightoftheendresultbygettingobsessedwiththeprocess喪失對結(jié)果果的預(yù)見，，沉迷在過過程中間thinkingthatthejobcanbedoneifwejustanswerasetofquestionsandcompleteasetofforms認(rèn)為僅僅回回答一系列列問題，填填完一些表表格即可讓讓工作得以以完成OtherRecipesforDisaster

其他他導(dǎo)致災(zāi)難難的因素FeelingthatitisquickerifwedoitbyourselveswithoutinvolvingtheBrandTeam認(rèn)為自己個(gè)個(gè)人作業(yè)要要比品牌團(tuán)團(tuán)隊(duì)作業(yè)來來得快Generatinglistsofeverythingthatcouldbedonewithoutprioritisingthoseelementsthatwillworktogethertogetthebrandmoreinvolvedinpeoples’reallives羅列每件事事情，不從從品牌融入入消費(fèi)者生生活的角度度來考慮優(yōu)優(yōu)先順序Seeing360Degreeascross-sellingorjustcarvingupabudget將360度度看作跨領(lǐng)領(lǐng)域銷售或或僅僅作為為瓜分預(yù)算算的方法DifferencesBetweenOldFashionedIntegrationand360DegreeBrandThinking360度品牌思考考與整合概概念的差異異性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)鍵鍵問題所需需要的Nostrategicguidingprinciple沒有策略指指導(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)做做完我們該該做的功課課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接觸點(diǎn)Gathering,orderingandinterpretinginformationaboutthebrandina360Degreeway從360度度的角度，，收集、整整理、解釋釋關(guān)于品牌牌的各種訊訊息Understandingtheuniquerelationshipbetweenthebrandanditscustomers了解消費(fèi)者者與品牌的的獨(dú)特關(guān)系系Definingtheareaswherethebrandcanintensifytheimpactithasonpeople’’slives確定品牌可可以增強(qiáng)其其對人們生生活影響的的接觸點(diǎn)HowWeGetThere如如何達(dá)到到？2FromBrandScantoChallenge從品牌掃描描到挑戰(zhàn)WheretheBrand’sProblemsLie

品牌牌的問題在在哪里？BrandScan品牌掃描Challenge挑戰(zhàn)Equities資資產(chǎn)A360Degreebrandisacompositeofdifferent,inter-relatedstrengthsorequities一個(gè)360度的品牌牌是不同內(nèi)內(nèi)在相關(guān)的的優(yōu)勢和資資產(chǎn)的組合合Weusesixequitiestolookatabrandinacomprehensiveway我們運(yùn)用六六個(gè)方面來來觀察一個(gè)個(gè)品牌Weassessthestrengthsandweaknessesoneachasahealthcheckonthebrand就像品牌的的健康檢查查，我們得得到每個(gè)方方面品牌的的優(yōu)勢和弱弱點(diǎn)Image形象Goodwill商譽(yù)Product產(chǎn)品Customer消費(fèi)者Visual視覺Channel銷售渠道ACompositeofSixInterrelatedEquities6個(gè)方面面資產(chǎn)的組組合TheBrandTeamNeedsToKnowProduct產(chǎn)品Howtheproductperformancesupportsthebrand產(chǎn)品的表現(xiàn)現(xiàn)如何支持持品牌？Image形象Whetherthebrand’simageisstrongandengaging是否品牌形形象很強(qiáng)并并且吸引消消費(fèi)者？Customer消費(fèi)者Howstrongthebrand’scustomerfranchiseis品牌消費(fèi)者者的特權(quán)有有多強(qiáng)？TheBrandTeamNeedsToKnowChannel銷售渠道Howwellthebrandisleveragedinthetradeenvironment通路環(huán)境對對品牌的影影響如何？？Visual視覺Whetherthebrandpresentsaclear,consistentanddifferentiatingpresence是否品牌具具有清晰、、持續(xù)和差差異化視覺覺形象Goodwill商譽(yù)Whetherthebrandisendorsedbyinfluencersandthecommunitiesinwhichitlives是否品牌被被“影響者者”和社會(huì)會(huì)團(tuán)體所認(rèn)認(rèn)可？RecognisethisBrand?

辨認(rèn)這這個(gè)品牌WhatAreItsEquities?

什么么是它的資資產(chǎn)？UnusuallythisBrandwasbuiltwithnoadvertisingsupport通常這個(gè)品牌沒有廣告的支持HealthCheck:AmexversusDinersinHongKongAmex和和Diners品品牌牌健健康康檢檢查查ImageGoodwillProductCustomerVisualChannelImageGoodwillProductCustomerVisualChannelHealthCheck:AmexversusHSBCVisainHongKongAmex和和HSBC品品牌牌健健康康檢檢查查ImageGoodwillProductCustomerVisualChannelImageGoodwillProductCustomerVisualChannelNotUntilWeHaveAssessedWheretheStrengthsandWeaknessesoftheBrandAreonTheseSixEquities只有有當(dāng)當(dāng)我我們們了了解解品品牌牌在在6個(gè)個(gè)方方面面的的強(qiáng)強(qiáng)、、弱弱Canwestarttodeterminewhatthebrandcoulddotobestronger我們們才才能能決決定定做做些些什什么么可可以以讓讓品品牌牌變變得得更更強(qiáng)強(qiáng)大大AndcanwedefinetheChallengefacingthebrand我們們才才能能確確定定品品牌牌面面臨臨的的挑挑戰(zhàn)戰(zhàn)Equities資資產(chǎn)產(chǎn)Equitiesarenotdisguisesforgroupcompaniesorcommunicationdisciplines資產(chǎn)產(chǎn)不不是是一一群群公公司司或或多多種種傳傳播播方方法法的的偽偽裝裝However,differentdisciplinesclearlyhavemoreimpactonsomeequitiesthanonothers然而而，，不不同同的的方方法法在在某某些些資資產(chǎn)產(chǎn)方方面面會(huì)會(huì)比比其其他他的的方方法法更更有有影影響響力力WhatWeUsetoHelpDiscovery我我們們運(yùn)運(yùn)用用什什么么來來幫幫助助發(fā)發(fā)掘掘？？Thebackgroundofourbasicknowledgeandhomeworkaboutthebrand我們們的的基基本本知知識(shí)識(shí)背背景景和和關(guān)關(guān)于于品品牌牌的的功功課課AfacilitatedmeetingoftheBrandTeamincludingMindShare具有有促促進(jìn)進(jìn)作作用用的的品品牌牌團(tuán)團(tuán)隊(duì)隊(duì)會(huì)會(huì)議議（（包包括括傳傳立立））Stimuliselectedfromashuffledeckofquestionsacrosstheequitiestoprovokethinkingandfocusdiscussion(itdoesnotmatterwhichequitywestartthediscussionwith)激發(fā)發(fā)思思考考和和討討論論的的““撲撲克克牌牌””AndtheCompassDialasavisualprompt視覺覺化化工工具具“指南南針針””StimuliQuestionsintheShuffleDeck:ProductEquity““撲克克牌牌””中中的的問問題題：：產(chǎn)產(chǎn)品品層層面面Whatmakesthisproductsuperiortothecompetition?這個(gè)個(gè)產(chǎn)產(chǎn)品品優(yōu)優(yōu)于于競競爭爭品品牌牌的的原原因因有有哪哪些些？？Doestheproductperformanceliveuptoexpectationsinallitsaspects?產(chǎn)品品的的表表現(xiàn)現(xiàn)符符合合在在所所有有方方面面的的期期望望？？Aretherethingsaboutthisproductwhich,ifbetterknown,wouldenhanceitsappeal?是否否存存在在有有關(guān)關(guān)這這個(gè)個(gè)產(chǎn)產(chǎn)品品的的某某些些事事情情，，如如果果大大家家都都知知道道，，可可以以增增加加這這個(gè)個(gè)產(chǎn)產(chǎn)品品的的吸吸引引力力？？StimuliQuestionsintheShuffleDeck:ProductEquity“撲克牌”中中的問題：：產(chǎn)品層面面Doesthisproducthavetheoptimumprice-valueequation?是否這個(gè)產(chǎn)產(chǎn)品具有最最佳的價(jià)格格--價(jià)值值比？Ifthereisarangeofproducts,howdotheyclarifyorconfusetheproposition?如果有一系系列產(chǎn)品，，他們是否否讓主張變變得更清晰晰或者更混混亂？Ifyouhadafreehand,arethereanythingsabouttheproduct(presentation/design/sizeetc)youwouldchangetomakeitmoreattractive?如果你可以以自由發(fā)揮揮，是否否有任何你你希望改變變的方面，，（包括：：設(shè)計(jì)、尺尺寸等），，讓這個(gè)產(chǎn)產(chǎn)品更具吸吸引力？Example:JaguarIsaQuirkyBrand

例子：：Jaguar是是一個(gè)詭異異的品牌Theengineersbuiltbackfeaturesintotheproducttoreinforcethisproductequitye.g.aninstrumentdialinaunusualplaceOrtherubberduckonthesideofthebathintheConradHotelStimuliforImageEquity形形象層面面Arethevaluesorattitudesthisbrandownsrelevanttothemarkettoday?品牌所擁有有的態(tài)度和和價(jià)值是否否與今天的的市場有關(guān)關(guān)？Doesthebrandleadorfollowtrendssetinthemarketplace?品牌是否引引領(lǐng)或追隨隨在市場中中的潮流？？Whofeelsclosesttothebrand-adiscretegroup,orawiderangeofpeople?哪些人與品品牌最接近近？部分人人群還是廣廣泛的人群群？Towhatextentisthebrandpresentedinadistinctivemannercomparedtothecompetition?與競爭品牌牌相比，品品牌的風(fēng)格格獨(dú)特到哪哪種程度？？StimuliforImageEquity形形象層面面Isthereastrongideaunderpinningthebrand’simage?在品牌的形形象背后，，是否存在在一個(gè)很強(qiáng)強(qiáng)的“IDEA””？Towhatextentisthebrand’sshareofvoiceaninfluenceonitsimagestrength?品牌的“SOV”對品牌強(qiáng)弱弱的影響有有多大？Ifthereisimageweakness,isitbecausethebrandisbeingwronglypresentedornotsupportedintherightway?如果存在形形象上的弱弱點(diǎn)，是因因?yàn)槠放埔砸藻e(cuò)誤的方方式被呈現(xiàn)現(xiàn)，還是沒沒有以正確確的方式被被支持？Example:PondsSkinLighteninginJapanWeigheddownwitha‘‘grandmother’’scoldcream’reputation重負(fù)“祖母母的冷霜””的形象Neededtoskipagenerationtorejuvenateimage,andappealdirectlytoanewgroupofyoungwomen需要跳過一一代，讓品品牌形象得得以重生。。并且直接接吸引新一一代的年輕輕女性DoubleWhiteskinlighteningcreammadePond’’sonceagainseemaninnovator(afterfollowingthetrendsforageneration)雙重美白霜霜讓Pond’’s又一次被看看作創(chuàng)新者者StimuliforCustomerEquity消消費(fèi)者層面面Atwhatpointintheirlives,andforwhatreasons,docustomersstartandstopcomingtothebrand?在生活中的的哪些點(diǎn)？？基于何種種原因？消消費(fèi)者開始始接觸品牌牌或不再接接觸本品牌牌？Isthebrandpopularamongstthepeoplewhoshouldbeitsnaturalusers?在品牌的自自然使用者者中，本品品牌是否被被廣為接受受？Inlookingfornewcustomers,towhatextentisthebrandtargetingitsbestvolumeopportunity?在尋求新的的消費(fèi)者時(shí)時(shí)，品牌目目標(biāo)達(dá)到它它潛力的多多少？Whoismoreimportanttoinfluence,thepurchaseroruserofthisbrand?誰對品牌更更有影響力力？品牌牌使用者還還是品牌的的購買者？？StimuliforCustomerEquity消消費(fèi)者層面面Whatisthevaluetothebrandofitsbestormostloyalcustomers?品牌忠實(shí)消消費(fèi)者對品品牌的價(jià)值值是什么？？Isthebrandover-dependenteitheronitsloyalcustomersoraconstantarrivalofnewusers?是否本品牌牌過分依賴賴于忠實(shí)消消費(fèi)者和新新進(jìn)消費(fèi)者者？Isthisbrandgettingitsfairshareofthecustomer’’swallet?是否本品牌牌得到其應(yīng)應(yīng)該得到的的份額？Doesthisbrandtreatitsbestcustomersascustomersforlife?是否該品牌牌對待它最最好的消費(fèi)費(fèi)者如同生生活中的消消費(fèi)者？InMostCountriesNestléEnjoysUniqueCustomerEquityAdvantagesLinkedtoItsProductPortfolioArangecoveringawidesetofneedsacrossfamilylifestages,frommotherstobetosenioradultnutrition涵蓋大范圍圍的家庭生生活所需，，從母親到到高級成人人營養(yǎng)Umbrellabrandingextendingintomanyaspectsofthecustomer

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

銷售售渠道方面面Doestheexistingmixofdifferentchannelsworktothebestadvantageofthebrand’ssalesandimage?現(xiàn)有的不同同銷售渠道道的組合，，是否給給品牌的銷銷售和形象象帶來最大大的好處Aretherenewpotentialchannelstoexplore?是否有潛在在的銷售渠渠道可以發(fā)發(fā)展？Withinthecriticalchannels,isthebrandeffectivelydistributedanddisplayed?在重要的銷銷售渠道，，品牌是是否被有效效的鋪貨及及展示？Dosalesforceandchannelactivityworkwelltogether?銷售力量和和渠道活動(dòng)動(dòng)是否配合合得很好？？StimuliforChannelEquity

銷售售渠道方面面Cansalesleadsbetracediftheyaresoldthroughthechannel?銷售痕跡是是否可以被被追蹤到？？Howimportantisthebrandtothechannel,andhowdoestheTradefeelaboutthebrand?本品牌對銷銷售渠道的的重要性如如何？銷售售渠道對品品牌的意見見如何？Whatdopotentialcustomersknowaboutwheretofindthebrand,andisitenough?潛在消費(fèi)者者是否知道道在哪里可可以買得到到本品牌？？這是否足足夠？AreBusinessPartnersworkingtothebestadvantageofthebrand?商業(yè)伙伴是是否給本品品牌最大的的益處？Howeffectivelydoesafter-salesservicesupportthebrand?售后服務(wù)如如何有效地地支持本品品牌？AmexCanshowrelativelyweaknessinchannelequityStimuliforVisualEquity

視覺方方面Towhatextentisthebrand’slookandfeelalignedtothecorporatevision&valueswhichunderpinthebrand?品牌的外觀觀和感受與與公司遠(yuǎn)景景及價(jià)值觀觀的緊密程程度如何？？Istherelationshipbetweencorporateandproductbrandsworkingoptimally?公司品牌與與產(chǎn)品品牌牌之間融合合得是否最最好？Lookingattheproductbrand,howwellarticulatedarecolours,logos,symbolsassociatedwiththebrand?與品牌有關(guān)關(guān)的色彩、、logo、、符號(hào)等是否否闡述得夠夠清楚？Doallthevisualaspectsofthebrandgiveacontemporaryfeel?Oracategory-leadingimpression?品牌所有的的視覺方面面是否有當(dāng)當(dāng)今的感覺覺？或者是是否覺得有有一個(gè)品類類領(lǐng)導(dǎo)者的的感覺？StimuliforVisualEquity

視覺方方面Isthebrandpresenteverywhereintheoutsideworld?本品牌在外外部世界是是否得可以以看得見？？Howstrongisthevisualimpactofthebrandinstore?品牌在店頭頭的視覺沖沖擊力有多多強(qiáng)？Towhatdegreearealltheaspectsofthebrand’svisualpresenceconsistentwitheachother?品牌視覺各各個(gè)方面的的一致性如如何？BeforeEnterpriseDevelopedaNewVisualIdentityforHKPost,NameCardsWereAllDifferent香港郵政（（視覺整整合以前））ByContrast,theStrongVisualEquityofAmex相反，美國國運(yùn)通卡有有很強(qiáng)的視視覺資產(chǎn)StimuliforGoodwillEquity商商譽(yù)方面Arethereanysocialtrendswhicharelikelytoincreaseordecreasedemandforthebrandinthefuture?是否存在任任何社會(huì)趨趨勢，在將將來會(huì)影響響到對本品品牌的需求求增減？Arethereanyexternalissueswhichaffectthisbrand,eitherpositivelyornegatively?Cananybecreated?是否有外部部觀點(diǎn)會(huì)影影響到本品品牌？（（正面的或或負(fù)面的觀觀點(diǎn)）能否否創(chuàng)造這樣樣的觀點(diǎn)？？Whointheworldatlargehasabiginfluenceonthisbrandorthedecision-makingofitsconsumers?誰對這個(gè)品品牌有最大大的影響力力？對消費(fèi)費(fèi)者購買決決定有影響響力？StimuliforGoodwillEquity商商譽(yù)方面Howfavourableisthemediacoveragethisbrandreceives?這個(gè)品牌得得到的媒體體方面的照照顧有多好好？Howdoprofessionalexpertsfeelaboutrecommendingthebrandtoothers?專家在推薦薦這個(gè)品牌牌時(shí)的感受受如何？Doesthebrandpubliclyliveuptoitspromises?是否這個(gè)品品牌符合它它的承諾？？Isthebrandagoodcitizenofthecommunity?本品牌是是否是一一個(gè)良好好的社會(huì)會(huì)公民？？Howdothebrand’sownemployeesfeelaboutbeingassociatedwiththebrand?IstheirbehaviouralignedwiththeCEO’’svision?當(dāng)與本品品牌有聯(lián)聯(lián)系時(shí)，，品牌牌自己雇雇員的感感受如何何？ExampleFrom:J.NasserSentFriday,November19,19991:41PMToFordEmployeesandothersYesterday,BillFordandIspentmuchofthedaywithagroupofourseniorleadershipdiscussingoneofourkeyareasofcompetitiveadvantage--corporatecitizenshipTraditionally,manyofushaveconsideredcorporatecitizenshipasphilanthropyandvolunteerprograms.Letmeassureyouitismuchmorethanthat.It’saboutwhoweare,whatweofferinthemarketplaceandhowweconductourbusiness.It’’sourreputation…..Expectationsforperformancebylargeglobalcompaniesaremuchgreaterthanever.Itisnolongerenoughforusjusttoproducegoodproductsandemployandtreatpeoplefairly.Weareexpectedtohelpfindsolutionstotheenvironmental,socialandeconomicproblemsfacingtheworldXerox施施樂30minutesafteraderangedemployeehadtakenaguntohiscollegueslastyearacompanystatementwasontheXeroxwebsiteTheCompassDial

羅盤盤（指南南針）Isavisualprompttohelp360Degreethinking幫助360度思思考的視視覺刺激激Dividedintosixsegments-eachcoveringtheelementsassociatedwithoneofthesixequities分割為6個(gè)部分分，每個(gè)個(gè)部分涵涵蓋該部部分的主主要元素素Atthecentretheelementsaremorestrategic中心部分分是較戰(zhàn)戰(zhàn)略性的的Whatisthebrand’sstrategytowardscurrentusersversusnon-users與非品牌牌使用者者相比，，什么是是品牌針針對目前前消費(fèi)群群的策略略？TheCompassDial

羅盤盤（指南南針）Aswemoveoutwardstheelementsbecomemoretangible越往外部部，元素素變得越越來越可可操作Thequalityoftheloyaltyprogramme,thestrengthofthebrandidea忠誠度活活動(dòng)的質(zhì)質(zhì)量；品品牌““IDEA”的力度Ontheouterrimarethepointsofcontactthemselves-thephysicalplaceswherethebrandpresentsitselftothecustomer最外面的的邊緣，，是與與消費(fèi)者者的接觸觸點(diǎn)；是是品牌呈呈現(xiàn)自己己的物理理地點(diǎn)Listofelementsassociatedwitheachequity與每個(gè)方方面有關(guān)的主主要元素列表表BrandScanHelpsUsDiagnosetheAreasofSicknessintheBrand品牌掃描描幫助我我們診斷斷品牌的的弱點(diǎn)Forexample例如Keycustomerswhomthebrandisnotaddressingproperly品牌沒有有照顧好好的主要要客戶Wherethebrandneedstobuildstrongerrelationships品牌需要要建立更更強(qiáng)關(guān)系系的地方方Inconsistenciesinthevariouspointsofcontactbetweenthebrandanditscustomers品牌與其其消費(fèi)者者在各個(gè)個(gè)不同聯(lián)聯(lián)系點(diǎn)上上的不一一致性UsingtheCompassDial

運(yùn)用用羅盤（（指南針針）Useitasachecklistoftheanatomyofabrand作為解剖剖品牌的的“checklist””Seehowyourbrandstacksupagainstacompetitorbrandineachequity在每一個(gè)個(gè)方面，，你的品品牌與競競爭品牌牌的比較較如何？？UsingtheCompassDial

運(yùn)用用羅盤（（指南針針）Explorewhetherthecreativeideaisleveragedthroughoutthecompassandwhatthescopeisforinterplaybetweentheelements探索創(chuàng)意意IDEA是否在羅羅盤上得得以發(fā)揮揮，各元元素間的的相互影影響達(dá)到到哪種程程度？Askyourselfwhetheryourbrandhasweaknessesthatneedtobeaddressed-thecompassdialwillnottellyouthesolution.Butitwillpointyoutoadefinitionofwhattheproblemis自問你的的品牌是是否存在在弱點(diǎn)？？羅盤不不會(huì)告訴訴你解決決方法，，但可可以幫助助你了解解問題的的所在。。DistillingtheDiscoveryDiscussion將將討論進(jìn)進(jìn)行過濾濾IntoasingleChallenge挑戰(zhàn)Thebiggestchallengethebrandfaces品牌所面面臨的最大挑戰(zhàn)戰(zhàn)ImageGoodwillProductCustomerVisualChannelSummarisingaBrandScanDiscussion:GuinnessSingapore

品牌牌掃描小小結(jié)（健健力士，，新加坡坡）HowtheProduct’’sPerformanceSupportstheBrand產(chǎn)產(chǎn)品的的表現(xiàn)如如何支持持品牌Product產(chǎn)品PeoplemeasureGuinnessagainstbeer,thereforeareunpleasantlysurprisedbyitsbitterness人們以啤啤酒的標(biāo)標(biāo)準(zhǔn)來判判斷Guinness，發(fā)現(xiàn)它的的味道太太苦，不不易接受受WhethertheBrand’sImageIsStrongandEngaging在在哪些些方面品品牌形象象較強(qiáng)Image形象Guinnessisgoodforyoupersistsandisseenasold-fashioned“Guinnessisgoodforyou”有持續(xù)性性，但被被認(rèn)為過過時(shí)Seriousdrink-needstolightenuptoinviteyoungerdrinkersintothebrand嚴(yán)肅飲品品需要讓讓年輕消消費(fèi)群進(jìn)進(jìn)入本品品牌HowStrongtheBrand’sCustomerFranchiseIsCustomerPeoplecomelatetothebrandanoldman’sdrink人們接觸觸品牌較較晚，是是一個(gè)老老年男性性的品牌牌Youngtendtodipinandoutofbrand年輕人如如蜻蜓點(diǎn)點(diǎn)水般嘗嘗試一下下HowWelltheBrandIsLeveragedintheTradeEnvironmentChannel銷售渠道道Focusesonextremes(hawkercentres&Western-stylepubs),leavingmiddlegroundChinesenightspotsunder-leveraged集中在終終端YoungerdrinkerssurprisedifGuinnessisnotavailable-butforgiveoutlet&switchbrands沒有“Guinness”年輕人會(huì)會(huì)很驚訝訝，但會(huì)會(huì)原諒?fù)ㄍ范D(zhuǎn)轉(zhuǎn)換品牌牌WhethertheBrandPresentsaClea