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1、汉马传播机构联系方式 总 机：010-57252690 邮 箱：hanmapublicn.org 网 址: 地 址：北京市朝阳区三元桥国际港A座1005 邮 编：100027,全方位品牌策划 品牌全方位的价值提升 资源合作伙伴 丰富媒介资源网媒、报媒、记者编辑 央视资源的整合者 公关和营销策划,汉马传播业务范围,360 Degrees Brand Cascade June 30th- July1st Shanghai,Do 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 age
2、ncy? 在一个正确的公司工作? At the right time? 在正确的时间?,360 Degree Branding is a terrific opportunity for our brands, our clients & for ourselves 对品牌、客户和我们自己而言， 360度品牌管理是一个巨大的机会,Individual Pre-session Exercise: Framing the Agenda 个人练习：,Based on what you know now about 360 Degree Branding, write down on the card
3、 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做的平衡,Agenda 议程,I
4、ntroduction- 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,Why 360 Degree Branding? 为什么产生360度品牌管理？,Worldwide Task Force Report: Two Years Ago,We operate in silos 我们在井中作业 Our business is being pushe
5、d 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,Recommendation 建议 Focus the agency on 360 Degree Branding as a way of adding value and getting back upstream 将公司集中到360度品牌思考, 以增加我们的价值, 让事业重新走向上游,Direct related to new distribution,High end PR,CEO,Brand Ma
6、nager 品牌经理,Marketing Director 行销总监,Strategic 策略的,Operational 运作的,Tactical 战术的,Direct,Advertising,Sales Promotion,Low end PR,Needs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 br
7、and 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,What 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
8、all the way through 我们全方位运用 Insight.Ideas .Execution .Evaluation 洞察IDEA执行评估 We build the brand to its full potential 我们将品牌建立至极限,Since That Initial Task Force: Worldwide,Absorb philosophy 吸收哲学 Period of debate - keep individual disciplines 保持独立的原则 Experiments on how to work together differently 尝试如何共
9、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),Adver One to Public Design/ Media -tising One Relations Identity Promotion Buying Australia Bangladesh China Hong Kong India Indonesia Japan Malaysia New Zealand Pakistan P
10、hilippines Singapore South Korea Sri Lanka Taiwan Thailand Vietnam ,Ogilvy Resources in Asia Pacific 奥美在亚太区的资源,Structural and Attitudinal Obstacles to Implementing 360 Degree 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 Pr
11、ofit & 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,Head 主管,HEAD OF COUNTRY （地区主管）,Consulting,Agreed Structure for a 360 Degree Agency（360度代理商的结构）,The Brand Team 品牌团队,
12、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
13、spent 收入和利润根据时间花费进行分配,Finance, Admin and IT partners,Head,Head,Head,Head,Head,HEAD OF COUNTRY,Multi-disciplinary Brand Teams,Consulting,Adv,Sales Promotion,One,Public Relations,Identity,CREATIVE,Country P&L 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
14、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 Mysterious,A Brand Is The Totality Of What The Customer Experiences 一个品牌是消费者所经历的总和,In 360 Degree 在360度过程中,You have to anticipate every encounter a customer is going to have with your brand 你必须预见消费者与品牌的每一次接触机会 You m
15、ust customize the message for each encounter 针对每一次机会，设计需要传达的信息 You are arranging the encounters to make sure they enrich the customers overall experience with a brand 设计安排这样的机会，以保证可以增加消费者与品牌的经验,A 360 Degree Brand,Scraps and Straws That Add up to the Most Valuable Asset a Company Has,360 Degree Brand Stewardship 360度品牌管家,Creates great ideas that move our brands ahead at each point of contact between the brand and its cust
