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1、1天马行空官方博客：http:/ ；QQ:1318241189；QQ群：175569632 360 Degrees Brand Cascade June 30th- July1st ShanghaiDo You Feel That You Are. 你是否觉得你是. In the right industry? 在一个正确的行业工作? With the right agency? 在一个正确的公司工作? At the right time? 在正确的时间?360 360 Degree Branding is a terrific opportunity for Degree Branding
2、is a terrific opportunity for our brands, our clients & for ourselvesour brands, our clients & for ourselves 对品牌、客户和我们自己而言，对品牌、客户和我们自己而言， 360360度品牌管理是一个巨大的机会度品牌管理是一个巨大的机会中国最庞大的资料库下载Individual Pre-session Exercise: Framing the Agenda 个人练习：Based on what you know now about 360 Degree Branding, write do
3、wn on the card what you believe to be the three key issues we need to address to be successful 基于你对360 度品牌管理的了解，在卡片上写下你认为带来成功的三个 主要观点 An issue is something we have to do something about 观点是一些我们必须要做的事情, 它包含 An opportunity 机会 A problem 问题 A balance we need to make between two or more things在几件事情之间我们需要
4、做的平衡Agenda 议程 Introduction- the why and the what 为什么会有360度，什么是360度 The How- four parts of 360 thinking 如何运用 （360度思考的四个部分） Challenge 挑战 Brand Print 品牌写真 Idea 想法 Brand World 品牌世界天马行空官方博客：http:/ ；QQ:1318241189；QQ群：175569632Why 360 Degree Branding? 为什么产生360度品牌管理？Worldwide Task Force Report: Two Years Ag
5、o We operate in silos 我们在井中作业 Our business is being pushed downstream 我们的事业正走向下游 Management consultancy threat with CEO level contacts 管理顾问公司威胁到CEO层面的接触 RecommendationRecommendation 建议建议 Focus the agency on 360 Degree Branding as a way of adding Focus the agency on 360 Degree Branding as a way of ad
6、ding value and getting back upstreamvalue and getting back upstream 将公司集中到将公司集中到360360度品牌思考度品牌思考, , 以增加我们的价值以增加我们的价值, , 让事业重新走向让事业重新走向 上游上游Direct related to new distributionHigh end PRCEOBrand Manager 品牌经理Marketing Director 行销总监Strategic 策略的Operational 运作的Tactical 战术的Direct AdvertisingSalesPromotion
7、Low end PRNeeds需求We are in the knowledge business 我们处在一个需要知识的行业 We need more knowledge我们需要更多的知识 We are in the ideas business 我们处在一个需要想法的行业 We need more ideas 我们需要更多的想法 We are in the brand business 我们处在一个建立品牌的行业 We need more influence on the total brand我们需要在整个品牌上有更多的影响力天马行空官方博客：http:/ ；QQ:1318241189；
8、QQ群：175569632What Sort of Company Do We Want to Be?我们希望成为一个怎样的公司？ The Unlimited Brand Company 无限品牌公司Unlimited We cross disciplines in a 360 Degree way 通过360度思考跨越专业 We cross borders 跨越边界 We challenge barriers 挑战障碍 We take it all the way through 我们全方位运用 Insight.Ideas .Execution .Evaluation洞察IDEA执行评估 W
9、e build the brand to its full potential 我们将品牌建立至极限Imagine all communications reflecting the same deep insight 试想一下, 所有的传播 都反映到相同深度的 洞察Imagine all media contributing to the campaign as a whole 试想一下, 所有媒介都 整体贡献在传播活动上Since That Initial Task Force: Worldwide Absorb philosophy 吸收哲学 Period of debate - kee
10、p individual disciplines 保持独立的原则 Experiments on how to work together differently 尝试如何共同协作 Gains on key accounts 来自重要客户的经验 Amex business partnership Amex 商业伙伴 IBM increase share of client total budget (key measure) 天马行空官方博客：http:/ ；QQ:1318241189；QQ群：175569632Adver One to Public Design/ Media -tising
11、One Relations Identity Promotion Buying Australia Bangladesh China Hong Kong India Indonesia Japan Malaysia New Zealand Pakistan Philippines Singapore South Korea Sri Lanka Taiwan Thailand VietnamOgilvy Resources in Asia Pacific 奥美在亚太区的资源Structural and Attitudinal Obstacles to Implementing 360 Degre
12、e Branding 实行360度品牌管理的障碍Three tools to help remove the obstacles 三个帮助消除障碍的工具 Changed structure 改变的结构 Brand Teams 品牌团队 Brand Profit & Loss (P&L) 品牌损益CREATIVE（创意 ）Adv 广告Finance, Admin and IT partners （财务、行政、IT部门）Sales Promotion销售推广 Head 主管Head 主管Head 主管Head 主管One 直效行销Public Relations 公共关系Identity 视觉设计
13、Head 主管HEAD OF COUNTRY（地区主管）IMAGINEERSIMAGINEERSMulti-disciplinary Multi-disciplinary Brand TeamsBrand Teams多元化品牌团队多元化品牌团队ConsultingAgreed Structure for a 360 Degree Agency（360度代理商的结构）The Brand Team 品牌团队 A leader who leads 一个品牌领导者 Team members who connect 接触紧密的成员 Sitting together, ideally 理想状况下，应该坐在
14、一起The Brand P&L 品牌损益 Share of client target 分享客户的目标 A P&L which reports horizontally 垂直报告的损益 Jobs tracked at an individual level 工作遵循独立的层面 Income distributed and profit distributed pro rata versus hours spent 收入和 利润根据时间花费进行分配Finance, Admin and IT partnersHead Head Head Head HeadHEAD OF COUNTRYMulti-
15、disciplinary Brand Teams ConsultingIMAGINEERSAdvSales Promotion OnePublic RelationsIdentityCREATIVEBrand P&LBrand P&L 品牌损益品牌损益CountryCountry P&LP&L 地区损益地区损益Agreed Structure for a 360 Degree Agency（360度代理商结构）What 360 Degree Does For Us 360度可以为我们做什么？What is the Territory of a Brand? 一个品牌的版图是什么？Six inches wide 6英寸宽 Grey and wet MysteriousL
