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1、Victorias Secret: ObjectiveGet men to buy womens underwear 让男人去买女人的内衣.as gifts for women 作为给女人的礼物So where can we find attentive men? 哪里可以找到专心的男人？And now for something completely differentFashion show 时装秀Webcast 网络Superbowl ad Superbowl 广告Do a worlds firstand publicise it 开创先例，并且 让公众知道Lead IdeasInten
2、sification by weaving the ideas together将不同的IDEA组织在一起 Publicise unheard-of response to worlds first online fashion show advertised during the SuperBowl 在Superbowl期间发布广告， 告知公众世界上第 一个网上市装秀Problem: response levels crashed the system! 难题：系统崩溃！Summary小结 Interplay and intensification improve results 相互影响和
3、强化提升最终结果 Brand World is a sensory surround that maximizes involvement through picking points of contact which will intensify involvement and working the interplay between them 品牌世界时一个感觉的世界， 它通过选择不同有相互影 响的接触点，加强消费者对品牌的投入度 Day in a Life, Snap, Points of Contact and the Strategic Impact Matrix are 360
4、tools 各种 360度思考的工具Group Exercise 3 分组练习 Go back into your groups 回到你的小组 Explore the Brand World for your brand 发掘你们品牌的品牌世界 Generate Points of Contact options and evaluate them using the Strategic Impact Matrix 产出接触点并运用策略矩阵加以评估 Report back in one hours time 1小时后报告Conclusion 结论Discovered the Challenge
5、 facing the brand ina 360 Degree wayDescribed the Brands DNAChallengeChallenge 挑战挑战BrandPrintBrandPrint 品牌写真品牌写真Brand WorldBrand World 品牌世界品牌世界 Created a world which maximises the interplay between the brand and its customers at various points of contactWhat We Have Done 我们学习了什么？ IdeaIdeaBrand Audit
6、 品牌检验 Brand Scan 品牌扫描Points of contact 接触点Gathered, ordered and interpreted information about the brand in a 360 Degree wayUnderstood the unique relationship betweenthe brand andits customersDefined the areas where the brand can intensify the impact it has on peoples livesHow We Got There 如何得到？Seque
7、nce 顺序Brand Scan 品牌扫描Brand Audit 品牌检验Points of contact 接触点ChallengeChallenge 挑战挑战BrandPrintBrandPrint 品牌写真品牌写真IdeaIdeaBrand WorldBrand World 品牌世界品牌世界ExecutionsExecutions 执行执行Why We Have Done It 为什么我们这样做？ Created great ideas that move our brands ahead at each point of contact between the brand and it
8、s customers 在品牌和消费者的每个接触点， 创造可以让品牌 前进的伟大IDEA Selected the richest points of customer involvement on which to focus our efforts 选择消费者投入度最高的接触点， 让我们将力量 集中在那里Thus 因此 Improved the relationship between clients and their customers 提升客户和他们消费者之间的关系 Increased Client value in terms of market share, profit and
9、 share price 提升客户的价值，通过市场份额、利润和股价 Added future Client value by driving new opportunities 通过驱动新的机会增加客户未来的价值 Allowed us to be well paid for using our creativity in the pursuit of this cause 让我们有更好的回报Why We Have Done It 为什么我们这样做？ Created great ideas that move our brands ahead at each point of contact b
10、etween the brand and its customers 在品牌和消费者的每个接触点， 创造可以让品牌 前进的伟大IDEA Selected the richest points of customer involvement on which to focus our efforts 选择消费者投入度最高的接触点， 让我们将力量 集中在那里Thus 因此 Improved the relationship between clients and their customers 提升客户和他们消费者之间的关系 Increased Client value in terms of m
11、arket share, profit and share price 提升客户的价值，通过市场份额、利润和股价 Added future Client value by driving new opportunities 通过驱动新的机会增加客户未来的价值 Allowed us to be well paid for using our creativity in the pursuit of this cause 让我们有更好的回报Was It Worth it? 它值得吗？ Is there a 360 Degree Plus? Is there interplay between th
12、e elements? 在主要元素健是否有相互影响？ Are we intensifying the idea? IDEA有增强吗？ Is it practical and affordable? 它实际吗？负担得起吗？ Will it build the brand? 它是否会建立品牌？If not start againIf not start againPutting It All Together 将所有的东西放在一起 Draw a map to show how everything fits together 画个图看一下，每件事如何相互配合 Think how you can c
13、ommunicate to your client in a compelling way 想一下， 如何与你的客户沟通Current Retrospective Cases 案例回顾 Amex Blue in Singapore A Mild in Indonesia IBM e business in China Left Bank Caf in Taiwan Mild Seven In China Milo in Thailand Ponds Pore Strip in the Philippines Sanyuan Milk in China SpeedPost in Hong Kon
14、g Kotex White in Korea 2. Talk toeach other 彼此交谈3. Know enough 足够了解1.Attitude, Attitude, Attitude 态度7. Just do it4. Focus on output not process 重点是产出 不是过程6. Rebuild the plane as youfly it5. Do thingsdifferently 做些不一样 的事情Key messages to take fromfrom this session 本次课程的 主要讯息Closing结束语360 Degree Brandi
15、ng is more complicated but not that complicated 360度有点复杂，但并不是很复杂 The basis is two group meetings - front and back 基础是两次团队的会议（前期和后期） It doesnt happen naturally 它不会自然的发生 The big enemy is integration 最大的敌人是整合 Red Fire is the passion that drives us 红色火焰是驱动我们的热情 Pre-eminent creative force 卓越的创意力量 Best pe
16、ople最好的人员 Most valued by those who most value brands被珍惜品牌的人所赏识 360 Degree without Red Fire reverts back to integration 没有红色火焰的360度将会回到整合的阶段To Be Successful at 360 Degree Branding You Have to Be Clear About 要成功运用360度品牌思考，我么必须清楚 Think 360 Degree from the beginning 从一开始就从360度角度思考问题 360 Degree thinking
