度品牌管理奧美廣告培訓(xùn)

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(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?cè)诰凶鳂I(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(wú)限品牌公司UnlimitedWecrossdisciplinesina360Degreeway通過(guò)360度思思考跨跨越專專業(yè)Wecrossborders跨越邊邊界Wechallengebarriers挑戰(zhàn)障障礙Wetakeitallthewaythrough我們?nèi)轿晃贿\(yùn)用用Insight...Ideas...Execution...Evaluation洞察……IDEA…執(zhí)執(zhí)行……評(píng)估估Webuildthebrandtoitsfullpotential我們將將品牌牌建立立至極極限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吸收哲哲學(xué)Periodofdebate-keepindividualdisciplines保持獨(dú)獨(dú)立的的原則則Experimentsonhowtoworktogetherdifferently嘗試如如何共共同協(xié)協(xié)作Gainsonkeyaccounts來(lái)自重重要客客戶的的經(jīng)驗(yàn)驗(yàn)AmexbusinesspartnershipAmex商業(yè)伙伙伴IBMincreaseshareofclienttotalbudget(keymeasure)AdverOnetoPublicDesign/Media-tisingOneRelationsIdentityPromotionBuyingAustralia??????Bangladesh??China??????????HongKong????????????India????????????Indonesia????????????Japan????Malaysia????????????NewZealand????????Pakistan????Philippines?? ?????Singapore ??? ??? ???SouthKorea?? ?????SriLanka ???Taiwan ??? ???????Thailand?? ??? ???Vietnam??OgilvyResourcesinAsiaPacific奧奧美在亞亞太區(qū)的資資源StructuralandAttitudinalObstaclestoImplementing360DegreeBranding實(shí)行360度品牌管管理的障礙礙Threetoolstohelpremovetheobstacles三個(gè)幫助消消除障礙的的工具Changedstructure改變的結(jié)構(gòu)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度度代理商的的結(jié)構(gòu)）TheBrandTeam

品牌牌團(tuán)隊(duì)Aleaderwholeads一個(gè)品牌領(lǐng)領(lǐng)導(dǎo)者Teammemberswhoconnect接觸緊密的的成員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)見見消費(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””，讓我們的的品牌在與與消費(fèi)者的的每一次接接觸中都可可以向前發(fā)發(fā)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，，廣告人看看起來(lái)都是是這個(gè)樣子子的ThenAlongCameSomeOtherSortsofBriefs隨著其他類類型簡(jiǎn)報(bào)的的產(chǎn)生Direct直效行銷PublicRelations公共關(guān)系SoDifferentShapedHeadsWereRequired導(dǎo)致對(duì)不同同形狀頭腦腦的需求ToMakeuptheFullOrchestraofDisciplines為為建立整整個(gè)管弦樂樂隊(duì)SpecialisationCanCreateWalls&Silos專專業(yè)化創(chuàng)造造墻和井Silo?

井？Alargetowerforthestorageofgrainorcement一個(gè)儲(chǔ)藏谷谷物或水泥泥的塔形建建筑Nowindowstolookinoroutof沒有窗可以以從里面看看到外面或從里面看看到外面PlusOtherSortsofBriefs

加上上其他類型型的簡(jiǎn)報(bào)OldIntegration以以前的的整合Eachdisciplinesitsinasilo每個(gè)專業(yè)業(yè)都坐在在井里面面Strategyisdevelopedinaleaddiscipline(usuallyadvertising)策略在主主導(dǎo)專業(yè)業(yè)中發(fā)展展（通常常是廣告告）Theleaddisciplinedevelopsitsidea(usuallytelevision)主導(dǎo)專業(yè)業(yè)發(fā)展它它的“IDEA”（通常是是電視））Otherdisciplinesaregiventheideaandaskedfollowittoproduceauniformlookandfeel(usuallyveryclosetoadeadline)其他專業(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新的360度品品牌建立立方式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)無(wú)論single,dualormultipledisciplinesareused是否運(yùn)用用到單一一、雙重重還是多多元的專專業(yè)Ogilvycompaniesdeliveralltheexecutionsornot是否所有有的執(zhí)行行工作都都由奧美美的公司司完成Thebestchanceofbeing360Degreeiswhenyouhaveaverystrongidea.Ifit’’sstrong,itwillstarttohappennaturally“成為360度度的最大大機(jī)會(huì)是是當(dāng)你有有一個(gè)很很強(qiáng)的IDEA，如果果IDEA夠強(qiáng)，它它會(huì)很很自然成成為360度度。”ShellyLazarusToGoAlongWithOurNewHeadsWeNeed為為了配合合我們的的新頭腦腦，我們們需要：：Stimulitoprovokenewthinking激發(fā)新思思維的工工具Newwaysofworkingtogetherthat新的協(xié)作作方式usethefullresourcesoftheBrandTeam運(yùn)用品牌牌團(tuán)隊(duì)的的所有資資源avoidwheel-spinningandduplicationofeffort避免重復(fù)復(fù)勞動(dòng)maximiseourcreativity最大化我我們的創(chuàng)創(chuàng)造力ToGoAlongWithOurNewHeadsWeNeed為了配合合我們的的新頭腦腦，我們們需要：：Practicetoensurewecan鍛煉可以以保證我我們picktheroughdiamondsfromtherivergravel在沙礫中中篩選出出鉆石cutandpolishthemtogiveourbrandstruebrilliance切割、打打磨，給給予我們們的品牌牌真正的的光彩Casestoinspireusalongtheway案例可以以激發(fā)我我們BiggestRecipeforDisaster導(dǎo)導(dǎo)致災(zāi)災(zāi)難的最最大因素素Believingitisanendinitselflosingsightoftheendresultbygettingobsessedwiththeprocess喪失對(duì)結(jié)結(jié)果的預(yù)預(yù)見，沉沉迷在過(guò)過(guò)程中間間thinkingthatthejobcanbedoneifwejustanswerasetofquestionsandcompleteasetofforms認(rèn)為僅僅僅回答一一系列問問題，填填完一些些表格即即可讓工工作得以以完成OtherRecipesforDisaster其其他導(dǎo)致致災(zāi)難的的因素FeelingthatitisquickerifwedoitbyourselveswithoutinvolvingtheBrandTeam認(rèn)為自己己個(gè)人作作業(yè)要比比品牌團(tuán)團(tuán)隊(duì)作業(yè)業(yè)來(lái)得快快Generatinglistsofeverythingthatcouldbedonewithoutprioritisingthoseelementsthatwillworktogethertogetthebrandmoreinvolvedinpeoples’reallives羅列每件件事情，，不從品品牌融入入消費(fèi)者者生活的的角度來(lái)來(lái)考慮優(yōu)優(yōu)先順序序Seeing360Degreeascross-sellingorjustcarvingupabudget將360度看作作跨領(lǐng)域域銷售或或僅僅作作為瓜分分預(yù)算的的方法DifferencesBetweenOldFashionedIntegrationand360DegreeBrandThinking360度品牌思思考與整整合概念念的差異異性Integration整合Laundrylistofopportunitiesallofwhichwouldbenicetodobutdon’tnecessarilysolvethecriticalissue羅列所有有的機(jī)會(huì)會(huì)點(diǎn)，有有些可能能還不錯(cuò)錯(cuò)，但并并不是解解決關(guān)鍵鍵問題所所需要的的Nostrategicguidingprinciple沒有策略略指導(dǎo)原原則IdeaactsassuperficialbadgingdeviceIDEA僅作為表表面的東東西360DegreeBrandThinkingSolvingthecriticalchallengeofthebrand解決品牌牌面臨的的主要挑挑戰(zhàn)Operatingwithinastrategicframework,withdifferentrolestoachievethegoal在策略框框架下運(yùn)運(yùn)作，從從不同角角度達(dá)到到目的Drivenbyanidea,whichitextends以可延伸伸的IDEA為指導(dǎo)WeAssumeThatWeHaveAlreadyDoneOurHomework我們假設(shè)設(shè)我們已已經(jīng)做完完我們?cè)撛撟龅墓φnSomeagenciesscornresearch,marketingandhomework.TheyskidaroundonthesurfaceofirrelevantbrillianceAtOgilvyweaskyoutodoyourhomeworkandcreatebrilliantcampaignsDavidOgilvySequenceOf360DegreeBrandThinking

360度品品牌思考考的順序序In360Degreethinkingeverythingconnectswitheverythingelse在360度思考考中，每每件事情情之間都都有關(guān)聯(lián)聯(lián)Thereisanaturalsequencefortheteamtomovethrough存在一個(gè)個(gè)自然順順序Butweneedtocheckbacktoinsightsfrompreviousstagestoprovidestimulusandensurethateverythingfitstogetherandisconsistent但我們?nèi)匀匀恍枰皇腔鼗仡櫱半A階段的洞洞察，以以提供刺刺激材料料和確保保每件事事配合得得很好，，確保他他們的一一致性。。TheElements主主要元元素BrandScan品牌掃描描BrandAudit品牌檢驗(yàn)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度的角角度，發(fā)發(fā)掘品牌面臨臨的挑戰(zhàn)戰(zhàn)DescribetheBrand’’sDNA描述品牌牌的DNAChallenge挑戰(zhàn)BrandPrint品牌寫真真BrandWorld品牌世界界Createaworldwhichmaximisestheinterplaybetweenthebrandanditscustomersatvariouspointsofcontact創(chuàng)造一個(gè)個(gè)世界，，讓品牌牌和它的的消費(fèi)者者之間在在各個(gè)不不同接觸觸點(diǎn)的相相互影響響達(dá)到最最大化WhatWeNeedIdeaBrandAudit品牌檢驗(yàn)驗(yàn)BrandScan品牌掃描描Pointsofcontact接觸點(diǎn)Gathering,orderingandinterpretinginformationaboutthebrandina360Degreeway從360度的角角度，收收集、整整理、解解釋關(guān)于于品牌的的各種訊訊息Understandingtheuniquerelationshipbetweenthebrandanditscustomers了解消費(fèi)費(fèi)者與品品牌的獨(dú)獨(dú)特關(guān)系系Definingtheareaswherethebrandcanintensifytheimpactithasonpeople’slives確定品牌牌可以增增強(qiáng)其對(duì)對(duì)人們生生活影響響的接觸觸點(diǎn)HowWeGetThere

如何何達(dá)到？？2FromBrandScantoChallenge從品牌掃掃描到挑挑戰(zhàn)WheretheBrand’’sProblemsLie品品牌的的問題在在哪里？？BrandScan品牌掃描描Challenge挑戰(zhàn)Equities資資產(chǎn)A360Degreebrandisacompositeofdifferent,inter-relatedstrengthsorequities一個(gè)360度的的品牌是是不同內(nèi)內(nèi)在相關(guān)關(guān)的優(yōu)勢(shì)勢(shì)和資產(chǎn)產(chǎn)的組合合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Channel銷售渠道ACompositeofSixInterrelatedEquities6個(gè)方面資資產(chǎn)的組合TheBrandTeamNeedsToKnowProduct產(chǎn)品Howtheproductperformancesupportsthebrand產(chǎn)品的的表現(xiàn)現(xiàn)如何何支持持品牌牌？Image形象Whetherthebrand’simageisstrongandengaging是否品品牌形形象很很強(qiáng)并并且吸吸引消消費(fèi)者者？Customer消費(fèi)者者Howstrongthebrand’scustomerfranchiseis品牌消消費(fèi)者者的特特權(quán)有有多強(qiáng)強(qiáng)？TheBrandTeamNeedsToKnowChannel銷售渠渠道Howwellthebrandisleveragedinthetradeenvironment通路環(huán)環(huán)境對(duì)對(duì)品牌牌的影影響如如何？？Visual視覺Whetherthebrandpresentsaclear,consistentanddifferentiatingpresence是否品品牌具具有清清晰、、持續(xù)續(xù)和差差異化化視覺覺形象象Goodwill商譽(yù)Whetherthebrandisendorsedbyinfluencersandthecommunitiesinwhichitlives是否品品牌被被“影影響者者”和和社會(huì)會(huì)團(tuán)體體所認(rèn)認(rèn)可？？RecognisethisBrand?辨辨認(rèn)這這個(gè)品品牌WhatAreItsEquities?什什么么是它它的資資產(chǎn)？？UnusuallythisBrandwasbuiltwithnoadvertisingsupport通常這個(gè)品牌沒有廣告的支持HealthCheck:AmexversusDinersinHongKongAmex和和Diners品品牌健健康檢檢查ImageGoodwillProductCustomerVisualChannelImageGoodwillProductCustomerVisualChannelHealthCheck:AmexversusHSBCVisainHongKongAmex和和HSBC品品牌牌健康康檢查查ImageGoodwillProductCustomerVisualChannelImageGoodwillProductCustomerVisualChannelNotUntilWeHaveAssessedWheretheStrengthsandWeaknessesoftheBrandAreonTheseSixEquities只有當(dāng)當(dāng)我們們了解解品牌牌在6個(gè)方方面的的強(qiáng)、、弱Canwestarttodeterminewhatthebrandcoulddotobestronger我們才才能決決定做做些什什么可可以讓讓品牌牌變得得更強(qiáng)強(qiáng)大AndcanwedefinetheChallengefacingthebrand我們才才能確確定品品牌面面臨的的挑戰(zhàn)戰(zhàn)Equities資資產(chǎn)產(chǎn)Equitiesarenotdisguisesforgroupcompaniesorcommunicationdisciplines資產(chǎn)不不是一一群公公司或或多種種傳播播方法法的偽偽裝However,differentdisciplinesclearlyhavemoreimpactonsomeequitiesthanonothers然而，，不同同的方方法在在某些些資產(chǎn)產(chǎn)方面面會(huì)比比其他他的方方法更更有影影響力力WhatWeUsetoHelpDiscovery我我們運(yùn)運(yùn)用什什么來(lái)來(lái)幫助助發(fā)掘掘？Thebackgroundofourbasicknowledgeandhomeworkaboutthebrand我們的的基本本知識(shí)識(shí)背景景和關(guān)關(guān)于品品牌的的功課課AfacilitatedmeetingoftheBrandTeamincludingMindShare具有促促進(jìn)作作用的的品牌牌團(tuán)隊(duì)隊(duì)會(huì)議議（包包括傳傳立））Stimuliselectedfromashuffledeckofquestionsacrosstheequitiestoprovokethinkingandfocusdiscussion(itdoesnotmatterwhichequitywestartthediscussionwith)激發(fā)思思考和和討論論的““撲克克牌””AndtheCompassDialasavisualprompt視覺化化工具具“指南針””StimuliQuestionsintheShuffleDeck:ProductEquity““撲克牌牌”中的的問題：：產(chǎn)品層層面Whatmakesthisproductsuperiortothecompetition?這個(gè)產(chǎn)品品優(yōu)于競(jìng)競(jìng)爭(zhēng)品牌牌的原因因有哪些些？Doestheproductperformanceliveuptoexpectationsinallitsaspects?產(chǎn)品的表表現(xiàn)符合合在所有有方面的的期望？？Aretherethingsaboutthisproductwhich,ifbetterknown,wouldenhanceitsappeal?是否存在在有關(guān)這這個(gè)產(chǎn)品品的某些些事情，，如果大大家都知知道，可可以增加加這個(gè)產(chǎn)產(chǎn)品的吸吸引力？？StimuliQuestionsintheShuffleDeck:ProductEquity“撲克牌””中的問問題：產(chǎn)產(chǎn)品層面面Doesthisproducthavetheoptimumprice-valueequation?是否這個(gè)個(gè)產(chǎn)品具具有最佳佳的價(jià)格格--價(jià)價(jià)值比？？Ifthereisarangeofproducts,howdotheyclarifyorconfusetheproposition?如果有一一系列產(chǎn)產(chǎn)品，他他們是否否讓主張張變得更更清晰或或者更混混亂？Ifyouhadafreehand,arethereanythingsabouttheproduct(presentation/design/sizeetc)youwouldchangetomakeitmoreattractive?如果你可可以自由由發(fā)揮，，是否否有任何何你希望望改變的的方面，，（包括括：設(shè)計(jì)計(jì)、尺寸寸等），，讓這個(gè)個(gè)產(chǎn)品更更具吸引引力？Example:JaguarIsaQuirkyBrand例例子：：Jaguar是一一個(gè)詭異異的品牌牌Theengineersbuiltbackfeaturesintotheproducttoreinforcethisproductequitye.g.aninstrumentdialinaunusualplaceOrtherubberduckonthesideofthebathintheConradHotelStimuliforImageEquity形形象層層面Arethevaluesorattitudesthisbrandownsrelevanttothemarkettoday?品牌所擁?yè)碛械膽B(tài)態(tài)度和價(jià)價(jià)值是否否與今天天的市場(chǎng)場(chǎng)有關(guān)？？Doesthebrandleadorfollowtrendssetinthemarketplace?品牌是否否引領(lǐng)或或追隨在在市場(chǎng)中中的潮流流？Whofeelsclosesttothebrand-adiscretegroup,orawiderangeofpeople?哪些人與與品牌最最接近？？部分人人群還是是廣泛的的人群？？Towhatextentisthebrandpresentedinadistinctivemannercomparedtothecompetition?與競(jìng)爭(zhēng)品品牌相比比，品牌牌的風(fēng)格格獨(dú)特到到哪種程程度？StimuliforImageEquity形象層面面Isthereastrongideaunderpinningthebrand’’simage?在品牌的的形象背背后，是是否存在在一個(gè)很很強(qiáng)的““IDEA”？Towhatextentisthebrand’’sshareofvoiceaninfluenceonitsimagestrength?品牌的““SOV””對(duì)品牌強(qiáng)強(qiáng)弱的影影響有多多大？Ifthereisimageweakness,isitbecausethebrandisbeingwronglypresentedornotsupportedintherightway?如果存在在形象上上的弱點(diǎn)點(diǎn)，是因因?yàn)槠放婆埔藻e(cuò)誤誤的方式式被呈現(xiàn)現(xiàn)，還是是沒有以以正確的的方式被被支持？？Example:PondsSkinLighteninginJapanWeigheddownwitha‘grandmother’scoldcream’’reputation重負(fù)“祖祖母的冷冷霜”的的形象Neededtoskipagenerationtorejuvenateimage,andappealdirectlytoanewgroupofyoungwomen需要跳過(guò)過(guò)一代，，讓品牌牌形象得得以重生生。并且且直接吸吸引新一一代的年年輕女性性DoubleWhiteskinlighteningcreammadePond’sonceagainseemaninnovator(afterfollowingthetrendsforageneration)雙重美白白霜讓Pond’s又一次被被看作創(chuàng)創(chuàng)新者StimuliforCustomerEquity消消費(fèi)者者層面Atwhatpointintheirlives,andforwhatreasons,docustomersstartandstopcomingtothebrand?在生活中中的哪些些點(diǎn)？基基于何種種原因？？消費(fèi)者者開始接接觸品牌牌或不再再接觸本本品牌？？Isthebrandpopularamongstthepeoplewhoshouldbeitsnaturalusers?在品牌的的自然使使用者中中，本品品牌是否否被廣為為接受？？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(shuí)對(duì)品牌更更有影響力力？品牌牌使用者還還是品牌的的購(gòu)買者？？StimuliforCustomerEquity消費(fèi)者層面面Whatisthevaluetothebrandofitsbestormostloyalcustomers?品牌忠實(shí)消消費(fèi)者對(duì)品品牌的價(jià)值值是什么？？Isthebrandover-dependenteitheronitsloyalcustomersoraconstantarrivalofnewusers?是否本品牌牌過(guò)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(duì)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(jí)成人人營(yíng)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(lái)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銷售渠道方方面Cansalesleadsbetracediftheyaresoldthroughthechannel?銷售痕跡是是否可以被被追蹤到？？Howimportantisthebrandtothechannel,andhowdoestheTradefeelaboutthebrand?本品牌對(duì)銷銷售渠道的的重要性如如何？銷售售渠道對(duì)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)等是是否闡述得得夠清楚？？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(guó)國(guó)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(shì)，在將將來(lái)會(huì)影響響到對(duì)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(shuí)對(duì)這個(gè)品品牌有最大大的影響力力？對(duì)消費(fèi)費(fèi)者購(gòu)買決決定有影響響力？StimuliforGoodwillEquity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施施樂30minutesafteraderangedemployeehadtakenaguntohiscollegueslastyearacompanystatementwasontheXeroxwebsiteTheCompassDial

羅盤（指指南針）Isavisualprompttohelp360Degreethinking幫助360度度思考的視覺覺刺激Dividedintosixsegments-eachcoveringtheelementsassociatedwithoneofthesixequities分割為6個(gè)部部分，每個(gè)部部分涵蓋該部部分的主要元元素Atthecentretheelementsaremorestrategic中心部分是較較戰(zhàn)略性的Whatisthebrand’sstrategytowardscurrentusersversusnon-users與非品牌使用用者相比，什什么是品牌針針對(duì)目前消費(fèi)費(fèi)群的策略？？TheCompassDial羅盤（指南針針）Aswemoveoutwardstheelementsbecomemoretangible越往外部，元元素變得越來(lái)來(lái)越可操作Thequalityoftheloyaltyprogramme,thestrengthofthebrandidea忠誠(chéng)度活動(dòng)的的質(zhì)量；品品牌“IDEA”的力度Ontheouterrimarethepointsofcontactthemselves-thephysicalplaceswherethebrandpresentsitselftothecustomer最外面的邊緣緣，是與消消費(fèi)者的接觸觸點(diǎn)；是品牌牌呈現(xiàn)自己的的物理地點(diǎn)Listofelementsassociatedwitheachequity與每個(gè)方面有關(guān)的主要元素列表BrandScanHelpsUsDiagnosetheAreasofSicknessintheBrand品牌掃描幫助助我們?cè)\斷品品牌的弱點(diǎn)Forexample例如Keycustomerswhomthebrandisnotaddressingproperly品牌沒有照顧顧好的主要客客戶Wherethebrandneedstobuildstrongerrelationships品牌需要建立立更強(qiáng)關(guān)系的的地方Inconsistenciesinthevariouspointsofcontactbetweenthebrandanditscustomers品牌與其消費(fèi)費(fèi)者在各個(gè)不不同聯(lián)系點(diǎn)上上的不一致性性UsingtheCompassDial

運(yùn)用羅羅盤（指南針針）Useitasachecklistoftheanatomyofabrand作為解剖品牌牌的“checklist”Seehowyourbrandstacksupagainstacompetitorbrandineachequity在每一個(gè)方面面，你的品牌牌與競(jìng)爭(zhēng)品牌牌的比較如何何？UsingtheCompassDial運(yùn)用羅盤（指指南針）Explorewhetherthecreativeideaisleveragedthroughoutthecompassandwhatthescopeisforinterplaybetweentheelements探索創(chuàng)意IDEA是否在羅盤上上得以發(fā)揮，，各元素間的的相互影響達(dá)達(dá)到哪種程度度？Askyourselfwhetheryourbrandhasweaknessesthatneedtobeaddressed-thecompassdialwillnottellyouthesolution.Butitwillpointyoutoadefinitionofwhattheproblemis自問你的品牌牌是否存在弱弱點(diǎn)？羅盤不不會(huì)告訴你解解決方法，但但可以幫助助你了解問題題的所在。DistillingtheDiscoveryDiscussion將將討論進(jìn)行行過(guò)濾IntoasingleChallenge挑戰(zhàn)Thebiggestchallengethebrandfaces品牌所面臨的的最大挑戰(zhàn)ImageGoodwillProductCustomerVisualChannelSummarisingaBrandScanDiscussion:GuinnessSingapore品品牌掃描小小結(jié)（健力士士，新加坡））HowtheProduct’’sPerformanceSupportstheBrand

產(chǎn)品品的表現(xiàn)如何何支持品牌Product產(chǎn)品PeoplemeasureGuinnessagainstbeer,thereforeareunpleasantlysurprisedbyitsbitterness人們以啤酒的的標(biāo)準(zhǔn)來(lái)判斷斷Guinness，發(fā)現(xiàn)它的味味道太苦，不不易接受WhethertheBrand’sImageIsStrongandEngaging

在哪哪些方面品牌牌形象較強(qiáng)Image形象Guinnessisgoodforyoupersistsandisseenasold-fashioned“Guinnessisgoodforyou”有持續(xù)性，但但被認(rèn)為過(guò)時(shí)時(shí)Seriousdrink-needstolightenuptoinviteyoungerdrinkersintothebrand嚴(yán)肅飲品需要讓年年輕消費(fèi)群進(jìn)進(jìn)入本品牌HowStrongtheBrand’’sCustomerFranchiseIsCustomerPeoplecomelatetothebrandanoldman’’sdrink人們接觸品牌牌較晚，是一一個(gè)老年男性性的品牌Youngtendtodipinandoutofbrand年輕人如蜻蜓蜓點(diǎn)水般嘗試試一下HowWelltheBrandIsLeveragedintheTradeEnvironmentChannel銷售渠道Focusesonextremes(hawkercentres&Western-stylepubs),leavingmiddlegroundChinesenightspotsunder-leveraged集中在終端YoungerdrinkerssurprisedifGuinnessisnotavailable-butforgiveoutlet&switchbrands沒有“Guinness”年輕人會(huì)很驚驚訝，但會(huì)原原諒?fù)范D(zhuǎn)轉(zhuǎn)換品牌WhethertheBrandPresentsaClearConsistentandDifferentiatingPresenceVisual視覺Blacknessisvisiblydifferent,strikingandsignifiesmasculinity黑色是視覺差差異，意味味著男性In-barsignageisdusty酒吧內(nèi)的象征征是灰塵WhethertheBrandIsEndorsedbyInfluencersandtheCommunitiesinWhichItLivesGoodwill商譽(yù)Campaignapproachirreverent,butdoesn’tdomuchforthecommunityatlarge廣告方式有點(diǎn)點(diǎn)叛逆、不尊尊重的感覺，，但并沒有太太過(guò)分ButawarenessofIrishpubsintroducesan‘a(chǎn)uthentic’feelwhichappealstotheyoung愛爾蘭酒吧帶帶來(lái)可信的感感覺，并且吸吸引年輕人ImageWhethertheBrand’sImageIsStrongandEngaging是否品牌形