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1、Revised Brand Audit Questions修正后的品牌检验问题Thinking about the specific things that trigger this brands identity in your mind想象一下哪些可以让你辨认出这个品牌的一些特定的事务When you hear the brands name, what immediately springs to mind?当你听到这个牌子的名字，那些东西会立刻出现在你的脑海中？What else?还有呢？visuals or images?视觉和形象？packaging or product elem
2、ents?包装和产品元素？bits of communication?传播的片断？signs or symbols?标志和符号？other brand lore?其他有关品牌的部分？What kind of people do you associate with the brand, and how do you feel about them?哪种类型的人会让你与这个品牌联系起来？你对这些人的感觉如何？Thinking about the feelings and emotions the brand evokes in you 想象一下这个品牌给你带来的感受和情绪What specifi
3、c feelings and emotions do you experience in connection with using this brand?当你和这个品牌有联系时，你体验到那些特别的感受和情绪？What personal memories, experiences or associations does this brand bring to mind?这个品牌让你回忆起哪些个人的记忆、体验或联想？What does this brand do for you in your life that other brands dont?这个品牌在你的生活中做了哪些其他品牌无法做的
4、事情？what unique contribution does it make?它带来哪些独特的地方？what special perspective does it give you about using the category?它带给你哪些有关试用这个类别产品的特殊的观感？Now stepping out of the role of the brands user, and considering all the implications of these insights 现在走出品牌使用者的角色， 考虑所有这些消费者洞察的启示What do these insights sug
5、gest or signal about the brand?这些消费者洞察暗示了这个品牌的哪些方面？What is the mood of the brand? 这个品牌的情绪是怎样的？How do the feelings and emotions this brand evokes differ from those its leading competitor evokes?这个品牌引起的感受和情绪与其它主要竞争品牌带来的有哪些不同的方面？Brand Audit Helps Us Define the Unique Relationship Between the Customer a
6、nd the Brand品牌检验帮助我们确定消费者与品牌之间的独特关系The brands DNAexpressed in a written书面表达的品牌DNA BrandPrint品牌写真When You Write a Brandprint You Will Almost Certainly Start With Have Too Many Words当你开始写品牌写真时，你开始几乎一定会从运用很多词句进行描述Chivas Regal: ThailandChiivas is the night.A palet of flickering neon and blinking car lig
7、hts.The blast of raw music as you swing through the doors of a crowdedfriendly pub.Chivas is never wanting the night to end.Because Chivas is camaradie. A clutch of true friends forever.The subtle splash of Chivas over ice underlining a burst of uninhibited laughter.The stuff our fondest memories ar
8、e made of.And Chivas is irrevocably right.it imparts an elitist spirit to the people who drink itThe whisky preferred by contenporary, affluent young men. . . which women are only too happy to shareWhen Looking at and Evaluating BrandPrints当你细看及评估品牌写真时Remember Neil Frenchs story of the brilliant car
9、ver of wooden elephants记住Neil French 关于伟大的木象雕刻匠的故事His secret for making perfect elephants was to cut away everything that was not elephant它创造完美大象的秘诀是，去掉所有不是大象的部分Examples of Shorter BrandPrints精悍的品牌写真-例如Jaguar OriginalImpulse The EconomistBank of ChinaAmerican ExpressJaguar (USA)The difference betwee
10、n Jaguar and other cars runs deeper than sheet metal and engineering:Its about soul, passion and originalityA Jaguar is a copy of nothing . just like its ownersJaguar和其他轿车的差别不仅在钢板和引擎技术在于精神、热情和原创性Jaguar都是独一无二的就象它的主人Impulse (Europe)Impulse gives me the confidence to explore and enjoy the sometimes bum
11、py journey into womanhoodAs I experiment with the emerging me, Impulse surrounds me with an energy field filled with vitality, spontaneity and the courage to be myselfThe Economist (Asia)The Economist is red and daringIts bold covers hint at what lies within: provocative, brutally honest and non-con
12、formist opinionsBeholden to no one, it refuses to kow tow to popularity, and sees through the new clothes of emperors, politicians and taipans alikeBank Of China (Singapore)The Bank of China is the Wise Old Man It brings wisdom to dealings with your assets. the Wisdom of WealthAmerican Express is no
13、t for everybody. It is for those who think bigger thoughts, do bigger things, and paint bigger picturesAmerican ExpressAdditional Ways to Approach Writing a BrandPrint其他形成品牌写真的方法A to ZPhotomontage 图片集锦A To Z - A Verbal BankUsing word association to articulate suppressed feelings and emotions运用词汇联系来表
14、达潜在的感觉和情绪Can be used in addition to Brand Audit to enrich vocabulary除了可以运用在品牌检验，还可以丰富词汇e.g. BMW (New Zealand)How It Works如何运用Generate word associations for the brand beginning with the letter A and write them down 将字母A开头的与本品牌有关的词汇都写下来Then for the letter B, then for letter C etc etc to Z 接着字母B，字母C到字母
15、ZReview your Word Bank 重新检视你的词汇银行Select one association for each letter 每一个字母选择一个有联系的内容Write a summary 写下小结AdultBlitzkriegCulturedDriveableEnvyFlat OutGruntHandlingIndependentJumpingKrautLook OutModernNoticedActiveBoldClassicDynamicEnergeticFastGermanHarmonyIndividualJiveKingLoverMuscleNotoriousArro
16、gantBallsyConfidentDiscerningEngineeredFashionableGlamourHi techIntelligentJazzKillerLuxuryManlyNot oldAmbitiousBetterConservativeDrive meExpensiveFastGermanHotIntegrityKnowledgeLong termMeticulousNurturedAchievementCompetitiveEliteGoalImportantLeaderMeNuanceABCDEFGHIJKLMNOvertPrestigiousQuickRevsSu
17、aveTrustworthyUnbeatableVampYouthXcuse Me0 - 100OverdrivePassionateQualityRefinedStylishThrustingUniqueVibrantWealthSeXyYoungZoomPrideRedSleekTailoredUnderstandVirileWaywardXcitingYearnZealotPleasureReliableSilentThroatyVerveWishXuberantYesZippyPositiveSelfishTorqueValuesWantonXcellenceOPQRSTUVWXYZA
18、rrogant, aspirationalBallsy, boldCom/fort, classy, confidentDemanding, discerningExclusive, engineeredFashionGlamourHotIndividual, intelligentJazzKillerLoversManlyNot old, not slowOvertPassionateQualityRedSleek(Tailored)UniqueVirileWealthXcitingYearningZealotABCDEFGHIJKLMNOPQRSTUVWXYZWe saw a BMW as
19、: Having power under controlA feeling of superiority achieved by being the tamer of a powerful, passionate beastA perfect sense of harmony and balance in a car which has pure power and passion under its skinThe Brand Print was crafted from this pointPhotomontage - A Visual Bank图片集锦-视觉银行Captures spon
20、taneous/implicit perceptions抓住自发的、有暗示意义的认知Very useful in understanding competitive differences在理解竞争性差异时非常有用Can be used in addition to other techniques to enrich visual images可以运用在其他技术上以丰富视觉形象How It Works如何运用Take a pile of old magazines of all types 找出一对旧的各式各样的杂志Issue everyone with scissors 发给每个人一把剪刀
21、Get the group to cut out pictures of images that seem relevant to the brand and form them into collages 让小组建下与品牌有关的图片，并将他们贴起来Ask each individual to explain their collage 让每个人解释他们的图片Summarise 总结Use for competitors too 对竞争品牌用同样的方法What A Brandprint Is什么是品牌写真A vivid statement of the unique relationship
22、that exists between a consumer and a brand一句有关消费者和品牌间独特关系的生动的陈述The Brands DNA of its fingerprint品牌指纹的DNAThe core truth and spirit核心事实和精神Unique to the brand. Impossible to transfer具有独特性，无法被转让A Brandprint Is Not品牌写真不是.A description of the brand 一个关于品牌的描述A description of the advertising 一个关于广告的描述A mark
23、eting objective 一个市场目标A strategy 一个策略A brief 一份简报A wish list一份愿望表A Good BrandPrint 好的品牌写真Poetry not Prose - 27 DraftsEveryone attempts, but one (usually creative) person is responsible for the final words每个人的努力，一个人（通常是创意人员）负责形成最后文字Preparation is important. Take a long walk, a bath, a glass (or two o
24、r three) of wine .准备工作很重要。散步、冲凉、喝几杯葡萄酒.Mindset is critical. Lock up the left brain, unlock the right思维设定很重要。锁上左脑，打开右脑。Explore all sensory dimensions - look, sound, smell, touch, taste探索所有感官的方面看、声音、味道、触摸、品尝Feelings first, images next, descriptives last第一是感觉、其次是形象、最后是描述Writing a BrandPrint撰写品牌写真Avoid
25、yetisms like 避免转折语Traditional yet curiously modern 传统但现代Young hearted yet appealing to all ages 年轻人的心但适合所有年龄人群Avoid clich 避免官腔In this fast-paced modern world, its nice to know that Brand Y is still offering Z benefit 在这个快节奏的现代社会， 品牌Y还可以提供Z这样的好处真是太好Watch tired language注意滥用的词语Powerful OR Reliably effe
26、ctive OR Light, fine consistency 强有力的，或者可靠的效果，或者轻， 精美的结合Avoid Tired Language Get Some Freshness in Your Words避免滥用的词语你的词汇应具有新意 Orange, loud, aggressive . hell bent on getting rid of dirt, stains and odours (Radion) Hope without the hype . a creamy concoction . a handshake bargain(Dove)Squeaky clean p
27、owder that makes a noise like footsteps in crisp white snow (Birds)A Test for Recognising A Good BrandPrint测试 Distinctive与众不同 Clear清楚 Colloquial通俗的 Truthful诚实的 Colourful有色彩Aha!Competitive Advantages Of Brand Stewardship品牌管家的好处Open idea (not a black box)开放的想法Participative参与Intuitive直觉Relatively inexp
28、ensive相对不昂贵Genuinely Ogilvy诚实的奥格威Beyond The BrandPrint除了品牌写真The BrandPrint is only the beginning 品牌写真仅是开始It should influence everything you do on your brand它将会影响到你对品牌做作的每一件事情It is not re-written very often它并不会经常被修改When put together with the Challenge it should provoke the Brand Idea 当与品牌挑战方在一起，它可以激发
29、品牌IDEATeam Exercise 1分组练习Pick the brand assigned to your group根据各组被指定的品牌Review what you already know about it重温你们对该品牌了解的所有内容Conduct a Brand Audit on it, 针对它作品牌检验Define the brand print形成品牌写真Report back in one hours time1小时后报告 Ideas in a 360 World360度世界中的IDEAUnless your advertising is built on a Big I
30、dea it will pass like a ship in the nightDavid Ogilvy - How to create Advertising that Sells 360 is just a compass and an empty ocean without a Big IdeaWhy 为什么？360 only works if there is a strong idea behind it只有背后存在一个很强的IDEA时，360 才会起作用Clients buy our ideas not our processes客户买的是我们的IDEAS，而不是过程We mig
31、ht want to show our wives our muscular bodies but not our exercise machines我们想给妻子看的是我们健美的身体，而不是我们练习时用的机器Unless we have a sense of what an idea is it is very hard to say whether any one idea is good or bad 除非我们知道什么是“IDEA”， 我们很难判断某个人的“IDEA”是好还是坏Exercise 1What Is an Idea?什么是IDEA？The Classic DefinitionB
32、isociation of two or more previously unconnected thought matrices两个或多个以前不相关想法的组合Arthur KoestlerPareto Didnt Only Think About 80/20 Rules His Definition.A new combination of old elements旧元素的新组合ParetoA Definition From The Creative Director of JWT in the Nineteen TwentiesIn advertising an idea results
33、from a new combination of specific knowledge about products and people with general knowledge about life and events在广告中，IDEA来自于对产品知识的了解和对生活和事件有常识的人两部分的组合James Webb YoungPutting the Elements Together.Our Definition我们的定义 An unexpected combination of different thoughts which puts a particular thing in
34、a new and involving context 不同想法的一个意想不到的组合，它将一个特定的事物放在一个新的联系中Or, To Put It Another Way或者从另一个角度Making the familiar让熟悉的事务and the strange familiar和陌生的事物变得熟悉StrangeThink of Some ExamplesOf ideas that grew out ofcombining familiar things in an unfamiliar way or 将熟悉的事物用不熟悉的方法组合起来seeing the familiar in an
35、unfamiliar way用不熟悉的方法看熟悉的事物Exercise 2IBM LaunchWhat Is an Idea?Show FilmsSo What Was The IBM IdeaIBM的IDEA是什么？IBM IdeaUnexpected users, everywhere, are enfranchised by technology意想不到的使用者，在任何地方，被技术赋予同样的权利Putting This into the Context of 360 Degree Brand Thinking将这些放在360度思考的框架内Challenge挑战In order to me
36、et our objective we have to为了达到我们的目标，我们必须.BrandPrint品牌写真a description of the Brands DNA品牌DNA的描述Ideathe unexpected combination of different thoughts which puts the brand in a new and involving contextExecution执行the techniques, properties and production values which convey the idea可以传达IDEA的技术、道具、制作等IB
37、MChallenge挑战IBM as the underlying fabric of the information age IBM作为信息时代的基石BrandPrint品牌写真magic I can trust 我可以相信的魔力IBMIdeaunexpected users, everywhere, are enfranchised by technology 出乎意料的使用者, 在任何地方, 被技术赋予同样的权利Execution (advertising) 执行(广告)subtitles provide a vehicle for overlaying techno-speak on
38、ordinary speakExercise 3 in PairsHow would you translate the IBM creative idea into a poster?如何将IBM创意IDEA转化成海报?Taking Ideas Across Disciplines or MediaTranslation - adaptation only 转化Stretching - extending the idea in some 延展性 way, or using the new context to present the idea in a different lightInt
39、erplay-making the Idea have impact in a 相互影响different or deeper wayExecution 执行 Techniques are not ideas 技术不是IDEAdemonstration展示slice of life生活片断endorsement by personality 个性的背书A property is an executional component that in time starts to signify the ideaIdeas and ExecutionIdeaWeak弱 Strong强Execution
40、Great 杰出Poor较差Exercise 4Pick the brand assigned to your group 根据每组指定的品牌You have already identified the key challenge facing the brand and have established its brand print. 你们已经确定品牌所面临的挑战，同时完成其品牌写真Not keeping that in mind come up with a brand idea 现在产出一个品牌IDEA Report back in half an hour 半小时后报告Seven
41、Secrets for Great Ideas杰出的IDEA得七个秘诀1. Defining the characteristics of great ideas in the abstract will not help you create one in the slightest 从理论上去定义杰出的IDEA的特性，不会帮助你创造出杰出的IDEA。2. The best ideas come out of a process of “emotional smothering” of the creative team 最好的IDEA来自于创意小组的“情感窒息”3. The creator
42、 of the idea often does not always recognize it as such himself 杰出IDEA的创造者，经常自己无法辨识。Seven Secrets for Great Ideas4.There are a hundred stages during which good ideas can be lost, most of them internal有很多阶段，好的IDEA会被放弃， 大部分是在我们内部5.Clients assess ideas relatively not absolutely客户不会绝对的评估相关的IDEA6.Researc
43、h can kill good ideas but it can also save them调研可以杀死好的IDEA，但也可以拯救它。7.The best creative ideas become strategic ideas rather than vice versa最好的创意IDEA可以成为策略IDEA，相反的情况则不多5Where Have We Got to?我们已经知道什么？We have interrogated the brand in a 360 way to find out its weaknesses - the Challenge 我们已经从360度角度审视品牌
44、, 寻找它的弱点-品牌挑战We have explored the subjective aspects of the brand to arrive at a BrandPrint我们已经发掘出品牌的主要方面, 形成品牌写真Putting the BrandPrint together with the Challenge sparks the Idea品牌写真与品牌挑战一起, 激发出品牌IDEAWe now have to take the Idea out into the world of the customer and maximise their involvement 我们必须
45、将品牌IDEA带入消费者的世界, 让品牌与消费者的融入度达到最大化Creating a Brand World创造一个品牌世界Brand World品牌世界Points of Contact接触点IdeaWhat We Are Trying to Do Differently我们试图有哪些不同的做法?Conventional Communication 传统的传播Single unconnected shots 单纯无联系360 Communicatio360度的传播Creates a Brand World which involves the customer 创造一个融入消费者的品牌世界
46、An experience of the brand, not just the delivery of a communication品牌的体验, 非仅仅讯息的传递Greater Involvement Is About较强的融入度是关于Intensity 密集度A particular point of contact making the idea shine brighter and thus involving the customer more 可以让品牌IDEA发光的接触点, 同时让消费者融入更深.Interplay相互影响Different points of contact
47、working together for greater overall involvement 不同接触点共同作用, 以达到最大的融入度.Multiple Connections多维联系 The idea connects with the customer in multiple ways - creating a sensory surroundIDEA以多种方式与消费者相连接, 创造整体感受In The Different Encounters the Customer Has With the Brand at Different Points of Contact 不同的接触点,
48、消费者与品牌有不同的接触状况 We can create interplay between the encounters我们可以创造它们之间的相互影响We can use this interplay to intensify involvement我们可以运用这些相互影响加强品牌的融入度Launching a New Low Cost Credit Card :The Old Way低费用信用卡上市 (旧方式)Launch TV commercial 上市电视广告Simultaneous press conference同时举办新闻发布会Mail pack carries still fr
49、om TVC 邮件外表来自TVCThis may be integration: it is not 360 thinking这可能市整合的思考,但不是360度的思考Launching a New Low Cost Credit Card: The New Way低费用信用卡上市(新方式)In editorial columns, a specially commissioned external report on the high cost of borrowing receives high coverage - creating an issue 专栏创造话题Launch TV adv
50、ertising majors on a new kind of low interest card - capitalizing on the concern电视广告形成关注A mail shot makes an early bird offer and provides detailed competitive comparisons 邮件提供详细的比较Interplay相互影响Creating an issue创造话题Offering a solution提供解决方案Making an offerLow Interest Rates低利率Interplay Through Time时间
51、上的相互影响 Level 13 wks Create issue创造话题 Establish idea建立IDEA Create desire创造需求Level 25 wks Inform & educate告知教育 Drive response 引导反应Level 38 wks Activation & usage行动和使用PRPR公关公关公关公关 OutdoorOutdoor户外户外户外户外 PostersPosters海报海报海报海报 EventsEvents事件事件事件事件 Print AdsPrint Ads平面平面平面平面 Radio Radio 电台电台电台电台 BusesBus
52、es车身车身车身车身 DRTV DRTV DRTV TelemarketingDRTV Telemarketing电话行销电话行销电话行销电话行销 Solicitation Packs Take-OnesSolicitation Packs Take-OnesWeb-Site Web-Site 网站网站网站网站 FSI FSI Welcome Pack Welcome CallWelcome Pack Welcome Call Balance Transfer MGM Balance Transfer MGM Membership Rewards X-Sell Membership Rewar
53、ds X-SellGetting the BrandTeam together集合所有品牌团队成员The second point when the whole team have to meet, including Mindshare 第二次所有成员必须参加, 包括传立A tank treatment toimmerse ourselves in the world of the customer 让我们进入消费者的世界and explore how the brand can get involved in peoples real lives 探究品牌如何更多融入人们的生活Close
54、Your Eyes and Imagine Seeing a Fish闭上眼睛, 想象你正看到一条鱼Now close your eyes again and imagine being a fish 现在再次闭上眼睛, 想象你自己变成一条鱼Being a Fish, Not Seeing a Fish变成鱼, 而不是看着鱼Points of Contact接触点Explore the possible points of contact between the brand and its customers探究品牌与其消费者之间的可能接触点Think about customers ever
55、yday lives - where do they most often think about and use the brand仔细想一下消费者每天的生活, 在哪里他们会经常想到或用到这个品牌For Instance, the Brand World for Milo in Thailand例子: Milo的品牌世界, 泰国Milo is there whenever and where ever the customers are 无论何时何地, Milo都存在in school at home在学校在家中 in rural areas at local sporting events
56、 在乡村田野在当地体育活动中in coffee shops . in the media在咖啡店在媒体上And where Milo is, it gives them and surrounds them with things that help them win at sportMilo提供给的, 都可以帮助他们在体育活动中赢得胜利的Helping Thai kids fulfil their sporting dreams帮助泰国孩子完成体育的梦想Some Techniques To Stimulate Point of Contact Opportunities 一些帮助激发接触点的
57、技术Day in the life生活中的一天Snap shuffle deck扑克牌The Compass dial指南针A Day in the Life生活中的一天A stage-managed experience 一种体验Surrounding the team with the environment, emotions and expressions of the customer/brand relationship让品牌团队感受品牌与消费者关系的环境、情感和表情等Stimulating all their senses - sound, sight, touch, smell
58、, taste刺激他们所有的感官-听觉、视觉、触觉、味觉等Possible Stimuli可能的刺激Logo board of brands品牌Logo班 Chart history of categoryColours色彩CD collection收集的CDBookshelf书架Framed family photos家庭相册Diary of a day in the lifewords, film or photos 一天的日记、录影、照片Workplace noises工作场所的声音Photos相片 Logos of business partners商业伙伴的LogoTheir mag
59、azines他们的杂志Signals of their interests & activities感兴趣事情和活动Tools of their trade交易工具Bookshelf书架Contents of their handbags手提袋中的内容 Videoclips & vox popsCompetitive products竞争产品Articles on competitors竞争者的文章Holiday snaps假日Photos of bedroom or kitchen居室、厨房的照片Snap Carddeck Pick two cards, one from each deck
60、 每个盒子内抽出一张卡片 Red DeckRed Deck红色盒子红色盒子Where they could Where they could be most involvedbe most involved在那里他们会被在那里他们会被融入得最深融入得最深Blue DeckBlue Deck蓝色盒子蓝色盒子What is happeningWhat is happening in their lives in their lives在他们的生活中在他们的生活中发生了什么？发生了什么？+Come up with possible points of contact形成可能的接触点Using You
61、r Impression of What Is Happening in the World at Large 运用你自己的印象 What do you feel is happening in peoples lives that might affect their relationship with the brand?现实生活中发生的哪些事情，会影响到消费者与本品牌的关系Who or what do they specifically identify with in the world at large that the brand could pick up on?哪些他们所认可的
62、人或事本品牌可以学习、利用？What is new in the marketplace that may influence the way they feel about the brand?市场中的哪些新发展可能会影响到消费者对本品牌的感受？What do you imagine the competition could get up to that could damage that relationship?你想象一下， 竞争者做什么可能危及消费者与本品牌之间的关系？BlueDeckThinking About Where the Brand Could Identify With
63、 the Customer思考在哪里品牌可以融入消费者 When are the brands customers most involved in the media they consume (time, place, behaviour and attitude of mind)? 在哪些时间，品牌的消费者对媒体最投入？（时间、地点、行为、态度）Is there a natural media fit between the brand and its customers lifestyles? 是否存在自然的媒介，让品牌和消费者生活相联系？What is changing in the
64、 way the brands customers consume media? 本品牌消费者消费媒体的行为是否有所改变？In what way could the use of media be tailored to intensify the relationship between : a) different messages? b) different target audiences? 哪些方式可以让媒体度身定做以加强消费者与品牌的关系？a) 不同的讯息b) 不同的目标对象Is there a natural sequence to the choice or use of me
65、dia in building greater involvement with the brand? 在选择和运用媒体上，是否存在自然的顺序，加强消费者对品牌的投入度RedDeckMore Obvious Points of Contact明显的接触点The outer rim of the dial罗盘的外层Less Obvious Points of Contact不太明显的接触点Anything that allows us to link the brand to the customer in his or her Brand World is a medium 任何让品牌与消费者
66、品牌世界产生联系的东西都是媒体For ExampleFor Example例如例如 Seagram Four Roses giveaway tattoosSeagram Four Roses giveaway tattoos纹身纹身 A potted plant A potted plant 盆景盆景I came upon this wine cork at a party. I was sniffing it, and lo and behold - I discovered a message, literally right under my nose. It says Please v
67、isit our Web site at So nowadays, this. . is no longer just something that plugs up a bottle. It must suddenly be viewed as a communications vehicle. and yet another place for the consumer to experience the brand Rick BoykoA Wine Cork葡萄酒软木塞Have a Break小憩片刻Fun & Fitnessin an MTR MirrorLong, long, lo
68、ng, long life - DuracellDuracell Placed After Weather Reports on a PagerMoving ThroughAt this stage we have a number of possible points of contact through which the idea can connect with the customer 我们有一系列与IDEA有关的品牌接触点How do we then pick the best combination of points of contact - the Brand World w
69、e are creating? 我们如何选择接触点的最佳组合？ Our ability to surround the consumer with the brand in ways that work effectively increases the value of what we offer exponentiallyShelly LazarusEvaluation评估Intensity of involvement 投入强度How can a point of contact make the idea shine brighter? 接触点如何让IDEA变得更精彩？Interplay相互联系How can different points of contact work together for greater overall involvement? 不同的接触点如何共同作用，让整体品牌投入度最大化？
