《360度品牌管理》由会员分享，可在线阅读，更多相关《360度品牌管理（127页珍藏版）》请在金锄头文库上搜索。
1、1360DegreesBrandCascadeJune30th-July1stShanghaiDoYouFeelThatYouAre.你是否觉得你是.Intherightindustry?在一个正确的行业工作?Withtherightagency?在一个正确的公司工作?Attherighttime?在正确的时间?360360DegreeBrandingisaterrificopportunityforDegreeBrandingisaterrificopportunityforourbrands,ourclients&forourselvesourbrands,ourclients&forou
2、rselves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 IndividualPre-sessionExercise:FramingtheAgenda个人练习：Basedonwhatyouknownowabout360DegreeBranding,writedownonthecardwhatyoubelievetobethethreekeyissuesweneedtoaddresstobesuccessful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Anissueissomethingw
3、ehavetodosomethingabout观点是一些我们必须要做的事情,它包含Anopportunity机会Aproblem问题Abalanceweneedtomakebetweentwoormorethings在几件事情之间我们需要做的平衡Agenda议程Introduction-thewhyandthewhat为什么会有360度，什么是360度TheHow-fourpartsof360thinking如何运用（360度思考的四个部分）Challenge挑战BrandPrint品牌写真Idea想法BrandWorld品牌世界Why360DegreeBranding?为什么产生360度品牌
4、管理？WorldwideTaskForceReport:TwoYearsAgoWeoperateinsilos我们在井中作业Ourbusinessisbeingpusheddownstream我们的事业正走向下游ManagementconsultancythreatwithCEOlevelcontacts管理顾问公司威胁到CEO层面的接触RecommendationRecommendation 建议建议Focustheagencyon360DegreeBrandingasawayofaddingFocustheagencyon360DegreeBrandingasawayofaddingval
5、ueandgettingbackupstreamvalueandgettingbackupstream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, ,让事业重新走让事业重新走向上游向上游Direct relatedtonewdistributionHighendPRCEOBrandManager品牌经理品牌经理Marketing Director行销总监行销总监Strategic策略的策略的Operational运作的运作的Tactical战术的战术的DirectAdvertisingSalesPromotionLowendPRNeeds需求
6、Weareintheknowledgebusiness我们处在一个需要知识的行业Weneedmoreknowledge我们需要更多的知识Weareintheideasbusiness我们处在一个需要想法的行业Weneedmoreideas我们需要更多的想法Weareinthebrandbusiness我们处在一个建立品牌的行业Weneedmoreinfluenceonthetotalbrand我们需要在整个品牌上有更多的影响力WhatSortofCompanyDoWeWanttoBe?我们希望成为一个怎样的公司？TheUnlimitedBrandCompany无限品牌公司UnlimitedWe
7、crossdisciplinesina360Degreeway通过360度思考跨越专业Wecrossborders跨越边界Wechallengebarriers挑战障碍Wetakeitallthewaythrough我们全方位运用Insight.Ideas.Execution.Evaluation洞察IDEA执行评估Webuildthebrandtoitsfullpotential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Imagineall media
8、contributing to the campaignas a whole试想一下,所有媒介都整体贡献在传播活动上SinceThatInitialTaskForce:WorldwideAbsorbphilosophy吸收哲学Periodofdebate-keepindividualdisciplines保持独立的原则Experimentsonhowtoworktogetherdifferently尝试如何共同协作Gainsonkeyaccounts来自重要客户的经验AmexbusinesspartnershipAmex商业伙伴IBMincreaseshareofclienttotalbudg
9、et(keymeasure) AdverOnetoPublicDesign/Media-tisingOneRelationsIdentityPromotionBuyingAustraliaBangladeshChinaHongKongIndiaIndonesiaJapanMalaysiaNewZealandPakistanPhilippinesSingaporeSouthKoreaSriLankaTaiwanThailandVietnamOgilvyResourcesinAsiaPacific奥美在亚太区的资源StructuralandAttitudinalObstaclestoImpleme
10、nting360DegreeBranding实行360度品牌管理的障碍Threetoolstohelpremovetheobstacles三个帮助消除障碍的工具Changedstructure改变的结构BrandTeams品牌团队BrandProfit&Loss(P&L)品牌损益CREATIVE（创意）Adv广告Finance,AdminandITpartners（财务、行政、IT部门）SalesPromotion销售推广Head主管Head主管Head主管Head主管One直效行销PublicRelations公共关系Identity视觉设计Head主管HEADOFCOUNTRY（地区主管）
11、IMAGINEERSIMAGINEERSMulti-disciplinaryMulti-disciplinaryBrandTeamsBrandTeams 多元化品牌团队多元化品牌团队ConsultingAgreedStructurefora360DegreeAgency（360度代理商的结构）TheBrandTeam品牌团队Aleaderwholeads一个品牌领导者Teammemberswhoconnect接触紧密的成员Sittingtogether,ideally理想状况下，应该坐在一起TheBrandP&L品牌损益Shareofclienttarget分享客户的目标AP&Lwhichre
12、portshorizontally垂直报告的损益Jobstrackedatanindividuallevel工作遵循独立的层面Incomedistributedandprofitdistributedprorataversushoursspent收入和利润根据时间花费进行分配Finance,AdminandITpartnersHeadHeadHeadHeadHeadHEADOFCOUNTRYMulti-disciplinaryBrandTeamsConsultingIMAGINEERSAdvSalesPromotionOnePublicRelationsIdentityCREATIVEBran
13、dP&LBrandP&L品牌损益品牌损益CountryCountry P&LP&L地区损益地区损益地区损益地区损益AgreedStructurefora360DegreeAgency（360度代理商结构）What360DegreeDoesForUs360度可以为我们做什么？WhatistheTerritoryofaBrand?一个品牌的版图是什么？Sixincheswide6英寸宽GreyandwetMysteriousLineextensions产品延伸Salespromotion促销活动Serviceexperience服务经验Wordofmouth口碑Receptionistsstyle
14、接待人员的风格Prejudices偏见Quality质量Designandcolour设计和色彩Packaging包装Retailenvironment零售环境Deliverytrucks送货车Yourshowrooms展示厅Corporatereputation企业声誉Telemarketingscripts电话行销记录Taste口味Price价格ThewaythetelephoneisansweredSocialattitudes社会态度Collectivememory记忆累计Governmentendorsement政府认可Newsmedia新闻媒体Employeerelations雇员
15、关系ABrandIsTheTotalityOfWhatTheCustomerExperiences一个品牌是消费者所经历的总和In360Degree在360度过程中Youhavetoanticipateeveryencounteracustomerisgoingtohavewithyourbrand你必须预见消费者与品牌的每一次接触机会Youmustcustomizethemessageforeachencounter针对每一次机会，设计需要传达的信息Youarearrangingtheencounterstomakesuretheyenrichthecustomersoverallexper
16、iencewithabrand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A360DegreeBrandScrapsandStrawsThatAdduptotheMostValuableAssetaCompanyHas360DegreeBrandStewardship360度品牌管家Createsgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers创造伟大的“IDEA”，让我们的品牌在与消费者的每一次接触中都可以向前发展Selectstherichestpointsofcus
17、tomerinvolvementonwhichtofocusourefforts选择最有效的接触点，将我们的努力集中在这些方面360DegreeBrandStewardship360度品牌管家Improvestherelationshipbetweenclientsandtheircustomers增强客户和消费者之间的关系IncreasesClientvalueintermsofmarketshare,profitandshareprice增加客户的市场份额，利润和股票价格AddsfutureClientvaluebydrivingnewopportunities通过驱动新的机会来增加未来客
18、户价值Allowsustobewellpaidforusingourcreativityinthepursuitofthiscause让我们得到更好的利润回报Our360DegreeBrandThinking360度品牌思考Cracksthenon-traditionalcustomerinSingaporeGeneratesprofitsfromdreamsinTaipeiMilkssportforallitisworthinThailandSilencesaWhisperwithconfidenceinKoreaMakesmoneyoutofstripteaseinthePhilippin
19、esTurnsanadvertisingpropertyintoapopulistsloganinIndonesiaDiscoversthepowerofselfdiscoveryinChinaIntheBeginningWasaBlankSheetofWhitePaperonWhichaPressAdWasWritten最初的广告是写在报纸上的平面广告AlongCameTVWhichWorkedtotheSameBasicShape伴随电视的诞生，广告工作仍然保持基本形状SoHeadsStartedtoBecometheSameShape因此，头脑也逐渐变成同样的形状ToFittheBrie
20、fsWhichWeretheSameShape-SquarePegsIntoSquareHoles以适应同样形状的广告简报SoAdmanLookedLikeThis所以，广告人看起来都是这个样子的ThenAlongCameSomeOtherSortsofBriefs随着其他类型简报的产生Direct直效行销PublicRelations公共关系SoDifferentShapedHeadsWereRequired导致对不同形状头脑的需求ToMakeuptheFullOrchestraofDisciplines为建立整个管弦乐队SpecialisationCanCreateWalls&Silos专
21、业化创造墙和井Silo?井？Alargetowerforthestorageofgrainorcement一个储藏谷物或水泥的塔形建筑Nowindowstolookinoroutof没有窗可以从里面看到外面或从里面看到外面PlusOtherSortsofBriefs加上其他类型的简报OldIntegration以前的整合Eachdisciplinesitsinasilo每个专业都坐在井里面Strategyisdevelopedinaleaddiscipline(usuallyadvertising)策略在主导专业中发展（通常是广告）Theleaddisciplinedevelopsitside
22、a(usuallytelevision)主导专业发展它的“IDEA”（通常是电视）Otherdisciplinesaregiventheideaandaskedfollowittoproduceauniformlookandfeel(usuallyveryclosetoadeadline)其他专业在既定的“IDEA”下，被要求根据它发展统一的外观和感受（通常离最后期限很接近）WhatsChanged引起哪些变化？Risingcostoftelevision抬高电视的费用Mediafragmentation媒介破碎分离Newmedia-Internet,cable,videoondemand新媒
23、体的诞生-互联网、有线电视、点播录像Importanceofendorsement背书的重要性Searchforbettervaluefrombrandspending在品牌投资中寻求更好的价值WeNeedtoChangetheShapeofOurHeadstoApproach360DegreeBrandThinking为实行360品牌思考，我们需要改变我们头脑的形状?TheNew360DegreeBrandingApproach新的360度品牌建立方式WorkasaBrandTeamfromthestartsothinkingdevelopsinadiscipline-richwayandi
24、sanchoredintheBrandPrint开始即以品牌团队进行工作，在一个原则下进行思考-多样的方法，以品牌写真为依据ComeupwithabigIdea产出一个“BIGIDEA”Chosepointsofcontacttointensifytheinvolvementofthebrandinpeopleslives选择接触点，加强品牌在人们生活中的融入度TheNew360DegreeBrandingApproach新的360度品牌建立方式EnsureinterplaybetweenallexecutionalelementstobringtheBrandIdeaalivewhether
25、确保所有可执行元素间的相互影响，以使品牌IDEA诞生，无论single,dualormultipledisciplinesareused是否运用到单一、双重还是多元的专业Ogilvycompaniesdeliveralltheexecutionsornot是否所有的执行工作都由奥美的公司完成The best chance of being 360 Degree is when you have a very strong idea. If its strong, it will start to happen naturally“成为360度的最大机会是当你有一个很强的IDEA， 如果IDEA
26、够强， 它会很自然成为 360度。”ShellyLazarusToGoAlongWithOurNewHeadsWeNeed为了配合我们的新头脑，我们需要：Stimulitoprovokenewthinking激发新思维的工具Newwaysofworkingtogetherthat新的协作方式usethefullresourcesoftheBrandTeam运用品牌团队的所有资源avoidwheel-spinningandduplicationofeffort避免重复劳动maximiseourcreativity最大化我们的创造力ToGoAlongWithOurNewHeadsWeNeed为了配
27、合我们的新头脑，我们需要：Practicetoensurewecan锻炼可以保证我们picktheroughdiamondsfromtherivergravel在沙砾中筛选出钻石cutandpolishthemtogiveourbrandstruebrilliance切割、打磨，给予我们的品牌真正的光彩Casestoinspireusalongtheway案例可以激发我们BiggestRecipeforDisaster导致灾难的最大因素Believingitisanendinitselflosingsightoftheendresultbygettingobsessedwiththeproce
28、ss丧失对结果的预见，沉迷在过程中间thinkingthatthejobcanbedoneifwejustanswerasetofquestionsandcompleteasetofforms认为仅仅回答一系列问题，填完一些表格即可让工作得以完成OtherRecipesforDisaster其他导致灾难的因素FeelingthatitisquickerifwedoitbyourselveswithoutinvolvingtheBrandTeam认为自己个人作业要比品牌团队作业来得快Generatinglistsofeverythingthatcouldbedonewithoutprioriti
29、singthoseelementsthatwillworktogethertogetthebrandmoreinvolvedinpeoplesreallives罗列每件事情，不从品牌融入消费者生活的角度来考虑优先顺序Seeing360Degreeascross-sellingorjustcarvingupabudget 将360度看作跨领域销售或仅仅作为瓜分预算的方法DifferencesBetweenOldFashionedIntegrationand360DegreeBrandThinking360度品牌思考与整合概念的差异性度品牌思考与整合概念的差异性Integration整合Laund
30、rylistofopportunitiesallofwhichwouldbenicetodobutdontnecessarilysolvethecriticalissue罗列所有的机会点，有些可能还不错，但并不是解决关键问题所需要的Nostrategicguidingprinciple没有策略指导原则IdeaactsassuperficialbadgingdeviceIDEA仅作为表面的东西360DegreeBrandThinkingSolvingthecriticalchallengeofthebrand解决品牌面临的主要挑战Operatingwithinastrategicframewor
31、k,withdifferentrolestoachievethegoal在策略框架下运作，从不同角度达到目的Drivenbyanidea,whichitextends以可延伸的IDEA为指导WeAssumeThatWeHaveAlreadyDoneOurHomework我们假设我们已经做完我们该做的功课Some agencies scorn research, marketing and homework. They skid around on the surface of irrelevant brillianceAt Ogilvy we ask you to do your homewo
32、rk and create brilliant campaignsDavidOgilvySequenceOf360DegreeBrandThinking360度品牌思考的顺序In360Degreethinkingeverythingconnectswitheverythingelse在360度思考中，每件事情之间都有关联Thereisanaturalsequencefortheteamtomovethrough存在一个自然顺序Butweneedtocheckbacktoinsightsfrompreviousstagestoprovidestimulusandensurethateveryth
33、ingfitstogetherandisconsistent但我们仍然需要不是回顾前阶段的洞察，以提供刺激材料和确保每件事配合得很好，确保他们的一致性。TheElements主要元素BrandScan品牌扫描BrandAudit品牌检验Pointsofcontact接触点ChallengeChallenge挑战挑战BrandPrintBrandPrint品牌写真品牌写真IdeaBrandBrandWorldWorld品牌世界品牌世界ExecutionsExecutions执行执行DiscovertheChallengefacingthebrandina360Degreeway从360度的角度，
34、发掘品牌面临的挑战DescribetheBrandsDNA描述品牌的DNAChallenge挑战BrandPrint品牌写真BrandWorld品牌世界Createaworldwhichmaximisestheinterplaybetweenthebrandanditscustomersatvariouspointsofcontact创造一个世界，让品牌和它的消费者之间在各个不同接触点的相互影响达到最大化WhatWeNeedIdeaBrandAudit品牌检验BrandScan品牌扫描Pointsofcontact接触点Gathering,orderingandinterpretinginfo
35、rmationaboutthebrandina360Degreeway从360度的角度，收集、整理、解释关于品牌的各种讯息Understandingtheuniquerelationshipbetweenthebrandanditscustomers了解消费者与品牌的独特关系Definingtheareaswherethebrandcanintensifytheimpactithasonpeopleslives确定品牌可以增强其对人们生活影响的接触点HowWeGetThere如何达到？2FromBrandScantoChallenge从品牌扫描到挑战WheretheBrandsProblems
36、Lie品牌的问题在哪里？BrandScan品牌扫描Challenge挑战Equities资产A360Degreebrandisacompositeofdifferent,inter-relatedstrengthsorequities一个360度的品牌是不同内在相关的优势和资产的组合Weusesixequitiestolookatabrandinacomprehensiveway我们运用六个方面来观察一个品牌Weassessthestrengthsandweaknessesoneachasahealthcheckonthebrand就像品牌的健康检查，我们得到每个方面品牌的优势和弱点Image
37、形象Goodwill商誉Product产品Customer消费者Visual视觉Channel销售渠道ACompositeofSixInterrelatedEquities6个方面资产的组合TheBrandTeamNeedsToKnowProduct产品Howtheproductperformancesupportsthebrand产品的表现如何支持品牌？Image形象Whetherthebrandsimageisstrongandengaging是否品牌形象很强并且吸引消费者？Customer消费者Howstrongthebrandscustomerfranchiseis品牌消费者的特权有多
38、强？TheBrandTeamNeedsToKnowChannel销售渠道Howwellthebrandisleveragedinthetradeenvironment通路环境对品牌的影响如何？Visual视觉Whetherthebrandpresentsaclear,consistentanddifferentiatingpresence是否品牌具有清晰、持续和差异化视觉形象Goodwill商誉Whetherthebrandisendorsedbyinfluencersandthecommunitiesinwhichitlives是否品牌被“影响者”和社会团体所认可？Recognisethis
39、Brand?辨认这个品牌WhatAreItsEquities?什么是它的资产？UnusuallythisBrandwasbuiltwithnoadvertisingsupport通常这个品牌没有广告的支持HealthCheck:AmexversusDinersinHongKongAmex和Diners品牌健康检查ImageGoodwillProductCustomerVisualChannelImageGoodwillProductCustomerVisualChannelHealthCheck:AmexversusHSBCVisainHongKongAmex和HSBC品牌健康检查ImageG
40、oodwillProductCustomerVisualChannelImageGoodwillProductCustomerVisualChannelNotUntilWeHaveAssessedWheretheStrengthsandWeaknessesoftheBrandAreonTheseSixEquities只有当我们了解品牌在6个方面的强、弱Canwestarttodeterminewhatthebrandcoulddotobestronger我们才能决定做些什么可以让品牌变得更强大AndcanwedefinetheChallengefacingthebrand我们才能确定品牌面临的
41、挑战Equities资产Equitiesarenotdisguisesforgroupcompaniesorcommunicationdisciplines资产不是一群公司或多种传播方法的伪装However,differentdisciplinesclearlyhavemoreimpactonsomeequitiesthanonothers然而，不同的方法在某些资产方面会比其他的方法更有影响力WhatWeUsetoHelpDiscovery我们运用什么来帮助发掘？Thebackgroundofourbasicknowledgeandhomeworkaboutthebrand我们的基本知识背景和
42、关于品牌的功课AfacilitatedmeetingoftheBrandTeamincludingMindShare具有促进作用的品牌团队会议（包括传立）Stimuliselectedfromashuffledeckofquestionsacrosstheequitiestoprovokethinkingandfocusdiscussion(itdoesnotmatterwhichequitywestartthediscussionwith)激发思考和讨论的“扑克牌”AndtheCompassDialasavisualprompt视觉化工具“指南针”StimuliQuestionsintheS
43、huffleDeck:ProductEquity“扑克牌”中的问题：产品层面Whatmakesthisproductsuperiortothecompetition?这个产品优于竞争品牌的原因有哪些？Doestheproductperformanceliveuptoexpectationsinallitsaspects?产品的表现符合在所有方面的期望？Aretherethingsaboutthisproductwhich,ifbetterknown,wouldenhanceitsappeal?是否存在有关这个产品的某些事情，如果大家都知道，可以增加这个产品的吸引力？StimuliQuestio
44、nsintheShuffleDeck:ProductEquity“扑克牌”中的问题：产品层面Doesthisproducthavetheoptimumprice-valueequation?是否这个产品具有最佳的价格-价值比？Ifthereisarangeofproducts,howdotheyclarifyorconfusetheproposition?如果有一系列产品，他们是否让主张变得更清晰或者更混乱？Ifyouhadafreehand,arethereanythingsabouttheproduct(presentation/design/sizeetc)youwouldchanget
45、omakeitmoreattractive?如果你可以自由发挥，是否有任何你希望改变的方面，（包括：设计、尺寸等），让这个产品更具吸引力？Example:JaguarIsaQuirkyBrand例子：Jaguar是一个诡异的品牌Theengineersbuiltbackfeaturesintotheproducttoreinforcethisproductequitye.g.aninstrumentdialinaunusualplaceOrtherubberduckonthesideofthebathintheConradHotelStimuliforImageEquity形象层面Arethe
46、valuesorattitudesthisbrandownsrelevanttothemarkettoday?品牌所拥有的态度和价值是否与今天的市场有关？Doesthebrandleadorfollowtrendssetinthemarketplace?品牌是否引领或追随在市场中的潮流？Whofeelsclosesttothebrand-adiscretegroup,orawiderangeofpeople?哪些人与品牌最接近？部分人群还是广泛的人群？Towhatextentisthebrandpresentedinadistinctivemannercomparedtothecompetit
47、ion?与竞争品牌相比，品牌的风格独特到哪种程度？StimuliforImageEquity形象层面Isthereastrongideaunderpinningthebrandsimage?在品牌的形象背后，是否存在一个很强的“IDEA”？Towhatextentisthebrandsshareofvoiceaninfluenceonitsimagestrength?品牌的“SOV”对品牌强弱的影响有多大？Ifthereisimageweakness,isitbecausethebrandisbeingwronglypresentedornotsupportedintherightway?如果
48、存在形象上的弱点，是因为品牌以错误的方式被呈现，还是没有以正确的方式被支持？Example:PondsSkinLighteninginJapanWeigheddownwithagrandmotherscoldcreamreputation重负“祖母的冷霜”的形象Neededtoskipagenerationtorejuvenateimage,andappealdirectlytoanewgroupofyoungwomen需要跳过一代，让品牌形象得以重生。并且直接吸引新一代的年轻女性DoubleWhiteskinlighteningcreammadePondsonceagainseemaninn
49、ovator(afterfollowingthetrendsforageneration)双重美白霜让Ponds又一次被看作创新者StimuliforCustomerEquity消费者层面Atwhatpointintheirlives,andforwhatreasons,docustomersstartandstopcomingtothebrand?在生活中的哪些点？基于何种原因？消费者开始接触品牌或不再接触本品牌？Isthebrandpopularamongstthepeoplewhoshouldbeitsnaturalusers?在品牌的自然使用者中，本品牌是否被广为接受？Inlookin
50、gfornewcustomers,towhatextentisthebrandtargetingitsbestvolumeopportunity?在寻求新的消费者时，品牌目标达到它潜力的多少？Whoismoreimportanttoinfluence,thepurchaseroruserofthisbrand?谁对品牌更有影响力？品牌使用者还是品牌的购买者？StimuliforCustomerEquity消费者层面Whatisthevaluetothebrandofitsbestormostloyalcustomers?品牌忠实消费者对品牌的价值是什么？Isthebrandover-depen
51、denteitheronitsloyalcustomersoraconstantarrivalofnewusers?是否本品牌过分依赖于忠实消费者和新进消费者？Isthisbrandgettingitsfairshareofthecustomerswallet?是否本品牌得到其应该得到的份额？Doesthisbrandtreatitsbestcustomersascustomersforlife?是否该品牌对待它最好的消费者如同生活中的消费者？InMostCountriesNestlEnjoysUniqueCustomerEquityAdvantagesLinkedtoItsProductPo
52、rtfolioArangecoveringawidesetofneedsacrossfamilylifestages,frommotherstobetosenioradultnutrition涵盖大范围的家庭生活所需，从母亲到高级成人营养Umbrellabrandingextendingintomanyaspectsofthecustomerslife(unlikeUnilever)品牌扩展到消费者生活的很多方面Thereforetheabilitytorealisethevalueofthecustomerinportfolioandthroughtime有能力了解消费者的价值Stimuli
53、forChannelEquity销售渠道方面Doestheexistingmixofdifferentchannelsworktothebestadvantageofthebrandssalesandimage?现有的不同销售渠道的组合，是否给品牌的销售和形象带来最大的好处Aretherenewpotentialchannelstoexplore?是否有潜在的销售渠道可以发展？Withinthecriticalchannels,isthebrandeffectivelydistributedanddisplayed?在重要的销售渠道，品牌是否被有效的铺货及展示？Dosalesforceandc
54、hannelactivityworkwelltogether?销售力量和渠道活动是否配合得很好？StimuliforChannelEquity销售渠道方面Cansalesleadsbetracediftheyaresoldthroughthechannel?销售痕迹是否可以被追踪到？Howimportantisthebrandtothechannel,andhowdoestheTradefeelaboutthebrand?本品牌对销售渠道的重要性如何？销售渠道对品牌的意见如何？Whatdopotentialcustomersknowaboutwheretofindthebrand,andisi
55、tenough?潜在消费者是否知道在哪里可以买得到本品牌？这是否足够？AreBusinessPartnersworkingtothebestadvantageofthebrand?商业伙伴是否给本品牌最大的益处？Howeffectivelydoesafter-salesservicesupportthebrand?售后服务如何有效地支持本品牌？StimuliforVisualEquity视觉方面Towhatextentisthebrandslookandfeelalignedtothecorporatevision&valueswhichunderpinthebrand?品牌的外观和感受与公司
56、远景及价值观的紧密程度如何？Istherelationshipbetweencorporateandproductbrandsworkingoptimally?公司品牌与产品品牌之间融合得是否最好？Lookingattheproductbrand,howwellarticulatedarecolours,logos,symbolsassociatedwiththebrand?与品牌有关的色彩、logo、符号等是否阐述得够清楚？Doallthevisualaspectsofthebrandgiveacontemporaryfeel?Oracategory-leadingimpression?品牌
57、所有的视觉方面是否有当今的感觉？或者是否觉得有一个品类领导者的感觉？StimuliforVisualEquity视觉方面Isthebrandpresenteverywhereintheoutsideworld?本品牌在外部世界是否得可以看得见？Howstrongisthevisualimpactofthebrandinstore?品牌在店头的视觉冲击力有多强？Towhatdegreearealltheaspectsofthebrandsvisualpresenceconsistentwitheachother?品牌视觉各个方面的一致性如何？StimuliforGoodwillEquity商誉方
58、面Arethereanysocialtrendswhicharelikelytoincreaseordecreasedemandforthebrandinthefuture?是否存在任何社会趋势，在将来会影响到对本品牌的需求增减？Arethereanyexternalissueswhichaffectthisbrand,eitherpositivelyornegatively?Cananybecreated?是否有外部观点会影响到本品牌？（正面的或负面的观点）能否创造这样的观点？Whointheworldatlargehasabiginfluenceonthisbrandorthedecisi
59、on-makingofitsconsumers?谁对这个品牌有最大的影响力？对消费者购买决定有影响力？StimuliforGoodwillEquity商誉方面Howfavourableisthemediacoveragethisbrandreceives?这个品牌得到的媒体方面的照顾有多好？Howdoprofessionalexpertsfeelaboutrecommendingthebrandtoothers?专家在推荐这个品牌时的感受如何？Doesthebrandpubliclyliveuptoitspromises?是否这个品牌符合它的承诺？Isthebrandagoodcitizeno
60、fthecommunity?本品牌是否是一个良好的社会公民？Howdothebrandsownemployeesfeelaboutbeingassociatedwiththebrand?IstheirbehaviouralignedwiththeCEOsvision?当与本品牌有联系时，品牌自己雇员的感受如何？Xerox施乐30minutesafteraderangedemployeehadtakenaguntohiscollegueslastyearacompanystatementwasontheXeroxwebsiteTheCompassDial罗盘（指南针）Isavisualpromp
61、ttohelp360Degreethinking帮助360度思考的视觉刺激Dividedintosixsegments-eachcoveringtheelementsassociatedwithoneofthesixequities分割为6个部分，每个部分涵盖该部分的主要元素Atthecentretheelementsaremorestrategic中心部分是较战略性的Whatisthebrandsstrategytowardscurrentusersversusnon-users与非品牌使用者相比，什么是品牌针对目前消费群的策略？TheCompassDial罗盘（指南针）Aswemoveou
62、twardstheelementsbecomemoretangible越往外部，元素变得越来越可操作Thequalityoftheloyaltyprogramme,thestrengthofthebrandidea忠诚度活动的质量；品牌“IDEA”的力度Ontheouterrimarethepointsofcontactthemselves-thephysicalplaceswherethebrandpresentsitselftothecustomer最外面的边缘，是与消费者的接触点；是品牌呈现自己的物理地点List of List of elements elements associat
63、edassociatedwith with each each equityequity与每个方面与每个方面与每个方面与每个方面有关的主要有关的主要有关的主要有关的主要元素列表元素列表元素列表元素列表BrandScanHelpsUsDiagnosetheAreasofSicknessintheBrand品牌扫描帮助我们诊断品牌的弱点Forexample例如Keycustomerswhomthebrandisnotaddressingproperly品牌没有照顾好的主要客户Wherethebrandneedstobuildstrongerrelationships品牌需要建立更强关系的地方Inc
64、onsistenciesinthevariouspointsofcontactbetweenthebrandanditscustomers品牌与其消费者在各个不同联系点上的不一致性UsingtheCompassDial运用罗盘（指南针）Useitasachecklistoftheanatomyofabrand作为解剖品牌的“checklist”Seehowyourbrandstacksupagainstacompetitorbrandineachequity在每一个方面，你的品牌与竞争品牌的比较如何？UsingtheCompassDial运用罗盘（指南针）Explorewhetherthecr
65、eativeideaisleveragedthroughoutthecompassandwhatthescopeisforinterplaybetweentheelements探索创意IDEA是否在罗盘上得以发挥，各元素间的相互影响达到哪种程度？Askyourselfwhetheryourbrandhasweaknessesthatneedtobeaddressed-thecompassdialwillnottellyouthesolution.Butitwillpointyoutoadefinitionofwhattheproblemis自问你的品牌是否存在弱点？罗盘不会告诉你解决方法，但可
66、以帮助你了解问题的所在。DistillingtheDiscoveryDiscussion将讨论进行过滤Into aInto asingle single ChallengeChallenge挑战挑战Thebiggestchallengethebrandfaces品牌所面临的最大挑战ImageGoodwillProductCustomerVisualChannelSummarisingaBrandScanDiscussion:GuinnessSingapore品牌扫描小结（健力士，新加坡）HowtheProductsPerformanceSupportstheBrand产品的表现如何支持品牌Pr
67、oduct产品PeoplemeasureGuinnessagainstbeer,thereforeareunpleasantlysurprisedbyitsbitterness人们以啤酒的标准来判断Guinness，发现它的味道太苦，不易接受WhethertheBrandsImageIsStrongandEngaging在哪些方面品牌形象较强Image形象Guinness is good for youpersistsandisseenasold-fashioned“Guinness is good for you”有持续性，但被认为过时Seriousdrink-needstolightenu
68、ptoinviteyoungerdrinkersintothebrand严肃饮品-需要让年轻消费群进入本品牌HowStrongtheBrandsCustomerFranchiseIsCustomerPeoplecomelatetothebrandanoldmansdrink人们接触品牌较晚，是一个老年男性的品牌Youngtendtodipinandoutofbrand年轻人如蜻蜓点水般尝试一下HowWelltheBrandIsLeveragedintheTradeEnvironmentChannel销售渠道Focusesonextremes(hawkercentres&Western-styl
69、epubs),leavingmiddlegroundChinesenightspotsunder-leveraged集中在终端YoungerdrinkerssurprisedifGuinnessisnotavailable-butforgiveoutlet&switchbrands没有“Guinness”年轻人会很惊讶，但会原谅通路而转换品牌WhethertheBrandPresentsaClearConsistentandDifferentiatingPresenceVisual视觉Blacknessisvisiblydifferent,strikingandsignifiesmasculi
70、nity黑色是视觉差异，意味着男性In-barsignageisdusty酒吧内的象征是灰尘WhethertheBrandIsEndorsedbyInfluencersandtheCommunitiesinWhichItLivesGoodwill商誉Campaignapproachirreverent,butdoesntdomuchforthecommunityatlarge广告方式有点叛逆、不尊重的感觉，但并没有太过分ButawarenessofIrishpubsintroducesanauthenticfeelwhichappealstotheyoung爱尔兰酒吧带来可信的感觉，并且吸引年
71、轻人ImageWhethertheBrandsImageIsStrongandEngaging是否品牌形象够强且吸引人CustomerHowStrongtheBrandsCustomerFranchiseIs品牌消费者的特权有多强ChannelHowWelltheBrandIsLeveragedintheTradeEnvironment品牌在销售环境中的调节作用有多强ProductWhethertheBrandPresentsaClearConsistentandDifferentiatingPresence是否品牌保持清晰的、持续的，并且具有差异化的呈现VisualWhethertheBra
72、ndPresentsaClearConsistentandDifferentiatingPresence是否品牌保持清晰的、持续的，并且具有差异化的呈现GoodwillWhethertheBrandIsEndorsedbyInfluencersandtheCommunitiesinWhichItLives品牌是否被影响者或在所生活的社会所认可ImageGIGFYpersistsandisseenasold-fashionedSeriousdrink-needstolightenuptoinviteyoungerdrinkersintothebrand“Guinness is good for
73、you”有持续性，但被认为过时严肃饮品-需要让年轻消费群进入本品牌CustomerPeoplecomelatetothebrandanold mans drinkYoungtendtodipinandoutofbrand人们接触品牌较晚，是一个老年男性的品牌年轻人如蜻蜓点水般尝试一下ChannelFocusesonextremes(hawkercentres&Western-stylepubs),leavingmiddlegroundChinesenightspotsunder-leveragedYoungerdrinkerssurprisedifGuinnessisnotavailable-
74、butforgiveoutlet&switchbrands集中在终端没有“Guinness”年轻人会很惊讶，但会原谅通路而转换品牌ProductPeoplemeasureGuinnessagainstbeer,thereforearecontinuallysurprisedbyitsbitterness人们以啤酒的标准来判断Guinness，发现它的味道太苦，不易接受VisualBlacknessisvisiblydifferent,strikingandsignifiesmasculinityIn-barsignageisdusty黑色是视觉差异，意味着男性酒吧内的象征是灰尘Goodwill
75、Campaignapproachirreverent,butdoesntdomuchforthecommunityatlargeButawarenessofIrishpubsintroducesanauthenticfeelwhichappealstotheyoung广告方式有点叛逆、不尊重的感觉，但并没有太过分爱尔兰酒吧带来可信的感觉，并且吸引年轻人Challenge挑战FindwaystoencourageyoungdrinkerstoexperimentwithGuinnessandtosustainthatexperimentintoadrinkinghabit寻求一些方法，鼓励年轻消
76、费者尝试“Guinness”，并且将其尝试经验保留成为饮用习惯AChallengeIsNotAnObjective挑战不是目标Isnotamarketingobjective不是市场目标Increaseshareby10%提升10%的市场份额Itisnotacommunicationobjective也不是传播目标Raisebrandawarenessfrom45%to70%将品牌知名度从45%提升至70%AChallengehelpsusredefinethewaypeopleexperiencethebrand挑战帮助我们重新定义人们接触品牌的方式.inordertodothis(obje
77、ctive)为了做到这样（目标）.wehavetodothat(Challenge)我们必须那样做（挑战）AmexBlueSingaporeObjective.inorderto目标为了LaunchanAmexcreditcardintoanalreadysaturatedmarketduringadepression在经济消沉的时期，在一个信用卡成熟市场上市一个“Amex”信用卡Challengewehavetodoto挑战我们必须做的Redefinethestatusofstatussymbolsinarecession-hitworld重新定义在经济不景气打击下的社会中，代表社会地位的代
78、表符号AMildIndonesiaObjective.inorderto目标为了Revivethebrandsimageasdaringanddifferent让品牌恢复到大胆、差异化的品牌形象Challengewehaveto挑战我们必须Keeponestepaheadofanenthusiasticbutcriticalreformasi-mindedconsumer比“热情”更进一步，但重要的是重塑消费者的头脑PondsPoreStripPhilippinesObjective.inorderto目标为了Launchabreakthroughproductandestablishitqu
79、ickly上市切入市场的产品，并且快速建立起来Challengewehaveto挑战我们必须Directandcontroltrial(amongstthenotoriouslyfickle13-19yearolds)topreventmisuse(whichwillmaketheproductineffective)指导并控制尝试，以避免滥用产品KotexWhiteKoreaObjective.inorderto目标挑战ReplaceWhisperasthebrandofchoiceforteensandyoungwomen在青少年和年轻妇女中，成为替代“护舒宝”的选择品牌Challenge
80、wehaveto挑战我们必须Findthebenefitbehindthegenericbenefitsofabsorbencyandleakageprotection在一般的吸收力和侧漏保护等利益点背后，寻找消费者利益点LeftBankCafTaiwanObjective.inorderto目标为了Createanewreadytodrinkcoffeebrand(targetedatyoungwomen)tosellatahugepricepremiuminconveniencestores创造一个新的易饮咖啡品牌，在便利商店可以以较高的价格销售Challengewehaveto挑战我们必
81、须Maketheexperienceofthebrandassophisticatedandartisticinreallifeasinthedreamsofitscustomers在真实生活中，将品牌的经验变得更具现实性和艺术性，就象消费者的梦想一样。MiloThailandObjective.inorderto目标为了Becomethe#1TonicdrinkbybecomingmorerelevanttothelivesofThaiKids,particularlyinruralareas通过更接近泰国儿童、特别是农村地区的儿童的生活，让Milo成为第一品牌Challengewehave
82、to挑战我们必须MakeThaikidsfeelthatMilocanhelpthemfulfiltheirsportingdreams 让泰国儿童感受到，Milo可以帮助他们满足体育的梦想SummaryObjective目标Inordertodothis为了做到这样Challenge挑战Wehavetodothat我们必须那样做TheChallengehelpsusrefinethewaypeopleexperiencethebrand 挑战帮助我们重新定义人们经历品牌的方式DifferenceintheWayWeWork工作方法的差异性ThinkingaloneinasiloReading
83、researchreportsatourdesks在井中思考在自己桌上阅读调研报告ThinkingtogetherinaBrandTeamParticipatingbylistening,talkingandexperiencing在品牌团队中一起思考通过聆听、交谈、体验等方式加入其中Before以前360Degree360度TeamExercise1分组练习Pickthebrandassignedtoyourgroup根据指定的品牌Reviewwhatyoualreadyknowaboutit重温你们所知道的关于品牌的所有一切ConductaBrandScanonit,usingasstim
84、uli运用工具做“品牌扫描”provocativequestionsselectedfromtheshufflecarddeck “扑克牌”中的问题theCompassDial-workingfromtheinsideout指南针-从那到外作业DefinethekeyChallengefacingthebrand定义品牌面临的挑战Reportbackinoneandahalfhourstime一个半小时后回来报告Conclusion 结论DiscoveredtheChallengefacingthebrandina360DegreewayDescribedtheBrandsDNAChallen
85、ge挑战BrandPrint品牌写真BrandWorld品牌世界CreatedaworldwhichmaximisestheinterplaybetweenthebrandanditscustomersatvariouspointsofcontactWhatWeHaveDone我们学习了什么？IdeaBrandAudit品牌检验BrandScan品牌扫描Pointsofcontact接触点Gathered,orderedandinterpretedinformationaboutthebrandina360DegreewayUnderstoodtheuniquerelationshipbetw
86、eenthebrandanditscustomersDefinedtheareaswherethebrandcanintensifytheimpactithasonpeopleslivesHowWeGotThere如何得到？Sequence顺序BrandScan品牌扫描BrandAudit品牌检验Pointsofcontact接触点Challenge挑战BrandPrint品牌写真IdeaBrandWorld品牌世界Executions执行WhyWeHaveDoneIt为什么我们这样做？Createdgreatideasthatmoveourbrandsaheadateachpointofco
87、ntactbetweenthebrandanditscustomers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IDEASelectedtherichestpointsofcustomerinvolvementonwhichtofocusourefforts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Improvedtherelationshipbetweenclientsandtheircustomers提升客户和他们消费者之间的关系IncreasedClientvalueintermsofmarketshare,profitandshareprice提升客户的
88、价值，通过市场份额、利润和股价AddedfutureClientvaluebydrivingnewopportunities通过驱动新的机会增加客户未来的价值Allowedustobewellpaidforusingourcreativityinthepursuitofthiscause让我们有更好的回报ToBeSuccessfulat360DegreeBrandingYouHavetoBeClearAbout要成功运用360度品牌思考，我么必须清楚Think360Degreefromthebeginning从一开始就从360度角度思考问题360Degreethinkingisnotlinea
89、r360度思考不是线性的focusonoutputnotprocess重点在产出，而不是过程dontthinkaboutitasfillingoutaformorslavishlyfollowingaprocess不要看作填表或跟随流程Thinkintheround-everythingconnectswitheverythingelse每件事情之间都有联系Thefinalcommunicationsprogrammemaynotnecessarilyuseallthedisciplinesavailable-onlythosethatareappropriate最终传播活动可能不会用到所有的
90、方法，会选择哪些最合适的方法BiggestRecipeforDisaster导致灾难的最大因素Believingitisanendinitselflosingsightoftheendresultbygettingobsessedwiththeprocess失去对结果的预见，沉迷在过程中thinkingthatthejobcanbedoneifwejustanswerasetofquestionsandcompleteasetofforms认为仅仅回答一系列问题，填完一些列表格，工作就可以完成OtherRecipesforDisaster其他导致灾难的因素Feelingthatitisquic
91、kerifwedoitbyourselveswithoutinvolvingtheBrandTeam认为自己进行比整个团队作业更快Generatinglistsofeverythingthatcouldbedonewithoutprioritisingthoseelementsthatwillworktogethertogetthebrandmoreinvolvedinpeoplesreallives罗列每件事情，不从品牌融入消费者生活的角度来考虑优先顺序Seeing360Degreeascross-sellingorjustcarvingupabudget将360度看作跨领域销售或仅仅作为瓜
92、分预算的方法WasItWorthit?它值得吗？Istherea360DegreePlus?Isthereinterplaybetweentheelements?在主要元素健是否有相互影响？Areweintensifyingtheidea?IDEA有增强吗？Isitpracticalandaffordable?它实际吗？负担得起吗？Willitbuildthebrand?它是否会建立品牌？IfnotstartagainPuttingItAllTogether将所有的东西放在一起Drawamaptoshowhoweverythingfitstogether画个图看一下，每件事如何相互配合Thin
93、khowyoucancommunicatetoyourclientinacompellingway想一下，如何与你的客户沟通CurrentRetrospectiveCases案例回顾AmexBlueinSingaporeAMildinIndonesiaIBMebusinessinChinaLeftBankCafinTaiwanMildSevenInChinaMiloinThailandPondsPoreStripinthePhilippinesSanyuanMilkinChinaSpeedPostinHongKongKotexWhiteinKorea2.Talktoeachother彼此交谈3
94、.Knowenough足够了解1.Attitude,Attitude,Attitude态度7.Justdoit4.Focusonoutputnotprocess重点是产出不是过程6.Rebuildtheplaneasyouflyit5.Dothingsdifferently做些不一样的事情Keymessagestotakefromfromthissession本次课程的主要讯息Closing结束语360DegreeBrandingismorecomplicatedbutnotthatcomplicated360度有点复杂，但并不是很复杂Thebasisistwogroupmeetings-frontandback基础是两次团队的会议（前期和后期）Itdoesnthappennaturally它不会自然的发生Thebigenemyisintegration最大的敌人是整合RedFireisthepassionthatdrivesus红色火焰是驱动我们的热情Pre-eminentcreativeforce卓越的创意力量Bestpeople最好的人员Mostvaluedbythosewhomostvaluebrands被珍惜品牌的人所赏识360DegreewithoutRedFirerevertsbacktointegration没有红色火焰的360度将会回到整合的阶段
