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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IntheBeginningWasaBlankSheetofWhitePaperonWhichaPressAdWasWritten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ToFittheBriefsWhichWeretheSame
19、Shape-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专业化创造墙和井Silo?井？Alar
20、getowerforthestorageofgrainorcement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）Theleaddisciplinedevelopsitsidea(usuallytelevisio
21、n)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新媒体的诞生-互联网、有线电视、点播录像
22、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-richwayandisanchoredintheBran
23、dPrint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确保所有可执行元素间的相互影响，以使
24、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够强， 它会很自然成为 360度。”
25、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为了配合我们的新头脑，我们需要：Pract
26、icetoensurewecan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Believingitisanendinitselflosingsightoftheendresultbygettingobsessedwiththeprocess丧失对结果的预见，沉迷在过程中间
27、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Generatinglistsofeverythingthatcouldbedonewithoutprioritisingthoseelementst
28、hatwillworktogethertogetthebrandmoreinvolvedinpeoplesreallives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Laundrylistofopportunit
29、iesallofwhichwouldbenicetodobutdontnecessarilysolvethecriticalissue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Operatingwithinastrategicframework,withdifferentrol
30、estoachievethegoal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 homework and create bril
31、liant 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Butweneedtocheckbacktoinsightsfrompreviousstagestoprovidestimulusandensurethateverythingfitstogetherand
32、isconsistent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，发掘品牌面临的挑战Describet
33、heBrandsDNA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,orderingandinterpretinginformationaboutthebra
34、ndina360Degreeway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WheretheBrandsProblemsLie品牌的问题在哪里？BrandS
35、can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形象Goodwill商誉Produc
36、t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强？TheBrandTeamNeed
37、sToKnowChannel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？RecognisethisBrand?辨认这个品牌WhatAr
38、eItsEquities?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ImageGoodwillProductCust
39、omerVisualChannelImageGoodwillProductCustomerVisualChannelNotUntilWeHaveAssessedWheretheStrengthsandWeaknessesoftheBrandAreonTheseSixEquities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挑战Equities资产Equiti
40、esarenotdisguisesforgroupcompaniesorcommunicationdisciplines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关于品牌的功课Afacilitate
41、dmeetingoftheBrandTeamincludingMindShare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”StimuliQuestionsintheShuffleDeck:Product
42、Equity“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？StimuliQuestionsintheShuffleDeck
43、: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)youwouldchangetomakeitmoreattract
44、ive?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Arethevaluesorattitudest
45、hisbrandownsrelevanttothemarkettoday?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？Towhatextentisthebrandpresentedinadistinctivemannercomparedtothecompetition?与竞争品牌相比，品牌的风格独
46、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?如果存在形象上的弱点，是因为品牌以错误的
47、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DoubleWhiteskinlighteningcreammadePondsonceagainseemaninnovator(afterfollow
48、ingthetrendsforageneration)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？Inlookingfornewcustomers,t
49、owhatextentisthebrandtargetingitsbestvolumeopportunity?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-dependenteitheronitsloy
50、alcustomersoraconstantarrivalofnewusers?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？InMostCountriesNestlEnjoysUniqueCustomerEquityAdvantagesLinkedtoItsProductPortfolioArangecover
51、ingawidesetofneedsacrossfamilylifestages,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StimuliforChannelEquity销售
52、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？Dosalesforceandchannelactivitywork
53、welltogether?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,andisitenough?潜在消费者是否知道在
54、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？AmexCanshowrelativelyweaknessinchannelequityStimuliforVisualEquity视觉方面Towhatextentisthebrandslookandfeelalignedtothecorporatevision&valueswhichun
55、derpinthebrand?品牌的外观和感受与公司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?Oracat
56、egory-leadingimpression?品牌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？B
57、eforeEnterpriseDevelopedaNewVisualIdentityforHKPost,NameCardsWereAllDifferent香港邮政（视觉整合以前）ByContrast,theStrongVisualEquityofAmex相反，美国运通卡有很强的视觉资产StimuliforGoodwillEquity商誉方面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？Arethereanyexte
58、rnalissueswhichaffectthisbrand,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？Whointheworldatlargehasabiginfluenceonthisbrandorthedecision-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
59、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？Isthebrandagoodcitizenofthecommunity?本品牌是否是一个良好的社会公民？Howdothebrandsownemployeesfeelaboutbeingassociatedwiththebrand?IstheirbehaviouralignedwiththeCEOsvis
60、ion?当与本品牌有联系时，品牌自己雇员的感受如何？ExampleFrom : J. NasserSent Friday , November 19, 1999 1:41PMTo Ford Employees and othersYesterday, Bill Ford and I spent much of the day with a group of our senior leadership discussing one of our key areas of competitive advantage -corporate citizenshipTraditionally , man
61、y of us have considered corporate citizenship as philanthropy and volunteer programs. Let me assure you it is much more than that. Its about who we are,what we offer in the marketplace and how we conduct our business. Its our reputation.Expectations for performance by large global companies are much
62、 greater than ever. It is no longer enough for us just to produce good products and employ and treat people fairly. We are expected to help find solutions to the environmental, social and economic problems facing the worldXerox施乐30minutesafteraderangedemployeehadtakenaguntohiscollegueslastyearacompa
63、nystatementwasontheXeroxwebsiteTheCompassDial罗盘（指南针）Isavisualprompttohelp360Degreethinking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Whatisthebrandsstrategytowardscurrentusersversus
64、non-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）Aswemoveoutwardstheelementsbecomemoretangible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
65、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 associatedassociatedwith 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
66、主要客户Wherethebrandneedstobuildstrongerrelationships品牌需要建立更强关系的地方Inconsistenciesinthevariouspointsofcontactbetweenthebrandanditscustomers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
67、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）Explorewhetherthecreativeideaisleveragedthroughoutthecompassandwhatthescopeisforinterplaybetweentheelements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.Butitwill
68、pointyoutoadefinitionofwhattheproblemis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
69、描小结（健力士，新加坡）HowtheProductsPerformanceSupportstheBrand产品的表现如何支持品牌Product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-fashione
70、d“Guinness is good for you”有持续性，但被认为过时Seriousdrink-needstolightenuptoinviteyoungerdrinkersintothebrand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HowWelltheBrandIsLeveragedintheTrade
71、EnvironmentChannel销售渠道Focusesonextremes(hawkercentres&Western-stylepubs),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WhethertheBrandPresentsaClearConsistentandDifferentiatingPrese
72、nceVisual视觉Blacknessisvisiblydifferent,strikingandsignifiesmasculinity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ButawarenessofIrishpub
73、sintroducesanauthenticfeelwhichappealstotheyoung爱尔兰酒吧带来可信的感觉，并且吸引年轻人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ProductWhethertheBrandPresentsaClearConsistentand
74、DifferentiatingPresence是否品牌保持清晰的、持续的，并且具有差异化的呈现VisualWhethertheBrandPresentsaClearConsistentandDifferentiatingPresence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-needsto
75、lightenuptoinviteyoungerdrinkersintothebrand“Guinness is good for 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),leavingmiddlegroundChinesenightspo
76、tsunder-leveragedYoungerdrinkerssurprisedifGuinnessisnotavailable-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,strikingandsign
77、ifiesmasculinityIn-barsignageisdusty黑色是视觉差异，意味着男性酒吧内的象征是灰尘GoodwillCampaignapproachirreverent,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Findwaystoencourageyoungdrinkerstoexperimentwi
78、thGuinnessandtosustainthatexperimentintoadrinkinghabit寻求一些方法，鼓励年轻消费者尝试“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%AChallengehelpsusredefinethew
79、aypeopleexperiencethebrand挑战帮助我们重新定义人们接触品牌的方式.inordertodothis(objective)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Redefinethest
80、atusofstatussymbolsinarecession-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PondsPoreStripPhilippine
81、sObjective.inorderto目标为了Launchabreakthroughproductandestablishitquickly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ReplaceWhisperasthebr
82、andofchoiceforteensandyoungwomen在青少年和年轻妇女中，成为替代“护舒宝”的选择品牌Challengewehaveto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)tosellatahugepricepremiuminc
83、onveniencestores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,particul
84、arlyinruralareas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Challengewehaveto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
85、经历品牌的方式DifferenceintheWayWeWork工作方法的差异性ThinkingaloneinasiloReadingresearchreportsatourdesks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Reviewwhatyoual
86、readyknowaboutit重温你们所知道的关于品牌的所有一切ConductaBrandScanonit,usingasstimuli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3Tobemostvaluedbythosewhom
87、ostvaluebrandsTheUltimateBrandCompanyValue价值观Weworknotforourselves,notforthecompany,notevenforourclientsWeworkforBrands我们不是为自己工作，也不是为公司，甚至不是为了我们的客户。我们为品牌而工作。Value价值观WeexpectourclientstoholdusaccountableforourStewardshipoftheirBrandsOnlyifwehavebuilt,nourishedanddevelopedprosperousBrands,onlyifwehave
88、madethemmorevaluablebothtotheirusersandtotheirowners,maywejudgeourselvessuccessfulDerivationofSteward管家的出处=StigWard=KeeperoftheStyResponsibleforthebreeding,feeding,health,marketvalueandeventualdisposalofeveryanimalgiveninhiscareUltimatelyresponsibleforthegoodnameandfortuneoftheownerAresponsibilityth
89、at,iflightlytakenorabused,wasrewardedwithdeathOurequivalentofdeathisbeingfiredBrandSteward品牌管家AnyonewhotakesontotalresponsibilityforaBrand;itsbirth,growth,healthandmarketvalue肩负品牌所有责任的人，包括品牌的诞生、成长、健康和市场价值Withineverybrandthereis每个品牌后面都有一个产品不是每个产品都可以成为品牌Product产品Tangible:youcantouchit,feelit,seeit实际的：
90、你可以触摸得到、感受得到、看得到Hasphysicalattributes:styles,models,features,price有物理的特性：样式、模型、外表、价格Hastherightfeaturestomeetcustomerexpectationsofperformanceandvalue有可以满足消费者要求的正确特性Butthisisnotsufficient但这还不够.Brand品牌Thetotalexperienceofaproduct:一个产品的所有体验Personality个性Trust信赖Reliability可靠性Confidence信心Afriend朋友Status地
91、位Sharedexperiences经验的分享Brand品牌ABrandisaproductwhichhasearnedaplaceincustomerslives品牌是在消费者生活中占得一席之地的产品throughperception,experience,beliefs,feelings通过认知、体验、信任、感受.untilarelationshipisbuilt.直到关系的建立Itisthesumofhowcustomersfeelaboutaproduct它是消费者如何感受一个产品的总和A Brand is a complex symbol. It is the intangible
92、sum of a products attributes, its name, packaging, and price, its history, reputation, and the way its advertised. A Brand is also defined by consumers impressions of the people who use it, as well as their own experience” DavidOgilvy:1955WhattheBrand-CustomerRelationshipIsLike品牌-消费者关系是怎样的BrandAudit
93、品牌检验BrandPrint品牌写真ThisistheestablishedcoreofcurrentBrandStewardship这是目前品牌管家的核心BrandAudit品牌检验Identifiestheintangiblefeelings,impressions,connections,opinions,memoriesthecustomerassociateswiththebrand确定消费者与品牌之间的无形的感受、印象、联系、观念、记忆等whereweareintheheartsofthebrandscustomers在品牌消费者的心中，我们在哪里？Isinformedbyrese
94、archamongcustomers;butfilledinbyourselves信息通过调研来自消费者，但有我们自己填写Projectivetechniqueselicitdeeperassociations投射技术得出深层的联系Gathersinsightsthatdrawusintotheheartofthecustomer-brandrelationship:thebrandsDNA,whichisexpressedastheBrandPrint收集消费者洞察让我们进入消费者-品牌关系的核心：品牌DNA，它通过品牌写真来表述RevisedBrandAuditQuestions修正后的品
95、牌检验问题Thinkingaboutthespecificthingsthattriggerthisbrandsidentityinyourmind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Whenyouhearthebrandsname,whatimmediatelyspringstomind?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？Whatelse?还有呢？visualsorimages?视觉和形象？packagingorproductelements?包装和产品元素？bitsofcommunication?传播的片断？signsorsymbols?标志和符号？ot
96、herbrandlore?其他有关品牌的部分？Whatkindofpeopledoyouassociatewiththebrand,andhowdoyoufeelaboutthem?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？Thinkingaboutthefeelingsandemotionsthebrandevokesinyou想象一下这个品牌给你带来的感受和情绪Whatspecificfeelingsandemotionsdoyouexperienceinconnectionwithusingthisbrand?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？Wha
97、tpersonalmemories,experiencesorassociationsdoesthisbrandbringtomind?这个品牌让你回忆起哪些个人的记忆、体验或联想？Whatdoesthisbranddoforyouinyourlifethatotherbrandsdont?这个品牌在你的生活中做了哪些其他品牌无法做的事情？whatuniquecontributiondoesitmake?它带来哪些独特的地方？whatspecialperspectivedoesitgiveyouaboutusingthecategory?它带给你哪些有关试用这个类别产品的特殊的观感？Nowst
98、eppingoutoftheroleofthebrandsuser,andconsideringalltheimplicationsoftheseinsights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Whatdotheseinsightssuggestorsignalaboutthebrand?这些消费者洞察暗示了这个品牌的哪些方面？Whatisthemoodofthebrand?这个品牌的情绪是怎样的？Howdothefeelingsandemotionsthisbrandevokesdifferfromthoseitsleadingcompetitorevokes?这个品牌
99、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？BrandAuditHelpsUsDefinetheUniqueRelationshipBetweentheCustomerandtheBrand品牌检验帮助我们确定消费者与品牌之间的独特关系ThebrandsDNAexpressedinawritten书面表达的品牌DNABrandPrint品牌写真WhenYouWriteaBrandprintYouWillAlmostCertainlyStartWithHaveTooManyWords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ChivasRegal:Thailand
100、Chiivasisthenight.Apaletofflickeringneonandblinkingcarlights.Theblastofrawmusicasyouswingthroughthedoorsofacrowdedfriendlypub.Chivasisneverwantingthenighttoend.BecauseChivasiscamaradie.Aclutchoftruefriendsforever.ThesubtlesplashofChivasovericeunderliningaburstofuninhibitedlaughter.Thestuffourfondest
101、memoriesaremadeof.AndChivasisirrevocablyright.itimpartsanelitistspirittothepeoplewhodrinkitThewhiskypreferredbycontenporary,affluentyoungmen.whichwomenareonlytoohappytoshareWhenLookingatandEvaluatingBrandPrints当你细看及评估品牌写真时RememberNeilFrenchsstoryofthebrilliantcarverofwoodenelephants记住NeilFrench关于伟大的
102、木象雕刻匠的故事Hissecretformakingperfectelephantswastocutawayeverythingthatwasnotelephant它创造完美大象的秘诀是，去掉所有不是大象的部分ExamplesofShorterBrandPrints精悍的品牌写真-例如JaguarOriginalImpulseTheEconomistBankofChinaAmericanExpressJaguar(USA)The difference between Jaguar and other cars runs deeper than sheet metal and engineeri
103、ng: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 bumpy journey into womanhoodAs I experiment with the emerging me, Impu
104、lse surrounds me with an energy field filled with vitality, spontaneity and the courage to be myselfTheEconomist(Asia)The Economist is red and daringIts bold covers hint at what lies within: provocative, brutally honest and non-conformist opinionsBeholden to no one, it refuses to kow tow to populari
105、ty, and sees through the new clothes of emperors, politicians and taipans alikeBankOfChina(Singapore)The Bank of China is the Wise Old Man It brings wisdom to dealings with your assets. the Wisdom of WealthAmerican Express is not for everybody. It is for those who think bigger thoughts, do bigger th
106、ings, and paint bigger picturesAmericanExpressAdditionalWaystoApproachWritingaBrandPrint其他形成品牌写真的方法AtoZPhotomontage图片集锦AToZ-AVerbalBankUsingwordassociationtoarticulatesuppressedfeelingsandemotions运用词汇联系来表达潜在的感觉和情绪CanbeusedinadditiontoBrandAudittoenrichvocabulary除了可以运用在品牌检验，还可以丰富词汇e.g.BMW(NewZealand)
107、HowItWorks如何运用GeneratewordassociationsforthebrandbeginningwiththeletterAandwritethemdown将字母A开头的与本品牌有关的词汇都写下来ThenfortheletterB,thenforletterCetcetctoZ接着字母B，字母C到字母ZReviewyourWordBank重新检视你的词汇银行Selectoneassociationforeachletter每一个字母选择一个有联系的内容Writeasummary写下小结AdultBlitzkriegCulturedDriveableEnvyFlatOutGr
108、untHandlingIndependentJumpingKrautLookOutModernNoticedActiveBoldClassicDynamicEnergeticFastGermanHarmonyIndividualJiveKingLoverMuscleNotoriousArrogantBallsyConfidentDiscerningEngineeredFashionableGlamourHitechIntelligentJazzKillerLuxuryManlyNotoldAmbitiousBetterConservativeDrivemeExpensiveFastGerman
109、HotIntegrityKnowledgeLongtermMeticulousNurturedAchievementCompetitiveEliteGoalImportantLeaderMeNuanceABCDEFGHIJKLMNOvertPrestigiousQuickRevsSuaveTrustworthyUnbeatableVampYouthXcuseMe0-100OverdrivePassionateQualityRefinedStylishThrustingUniqueVibrantWealthSeXyYoungZoomPrideRedSleekTailoredUnderstandV
110、irileWaywardXcitingYearnZealotPleasureReliableSilentThroatyVerveWishXuberantYesZippyPositiveSelfishTorqueValuesWantonXcellenceOPQRSTUVWXYZArrogant,aspirationalBallsy,boldCom/fort,classy,confidentDemanding,discerningExclusive,engineeredFashionGlamourHotIndividual,intelligentJazzKillerLoversManlyNotol
111、d,notslowOvertPassionateQualityRedSleek(Tailored)UniqueVirileWealthXcitingYearningZealotABCDEFGHIJKLMNOPQRSTUVWXYZWesawaBMWas: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 p
112、ower and passion under its skinTheBrandPrintwascraftedfromthispointPhotomontage-AVisualBank图片集锦-视觉银行Capturesspontaneous/implicitperceptions抓住自发的、有暗示意义的认知Veryusefulinunderstandingcompetitivedifferences在理解竞争性差异时非常有用Canbeusedinadditiontoothertechniquestoenrichvisualimages可以运用在其他技术上以丰富视觉形象HowItWorks如何运用
113、Takeapileofoldmagazinesofalltypes找出一对旧的各式各样的杂志Issueeveryonewithscissors发给每个人一把剪刀Getthegrouptocutoutpicturesofimagesthatseemrelevanttothebrandandformthemintocollages让小组建下与品牌有关的图片，并将他们贴起来Askeachindividualtoexplaintheircollage让每个人解释他们的图片Summarise总结Useforcompetitorstoo对竞争品牌用同样的方法WhatABrandprintIs什么是品牌写真
114、Avividstatementoftheuniquerelationshipthatexistsbetweenaconsumerandabrand一句有关消费者和品牌间独特关系的生动的陈述TheBrandsDNAofitsfingerprint品牌指纹的DNAThecoretruthandspirit核心事实和精神Uniquetothebrand.Impossibletotransfer具有独特性，无法被转让ABrandprintIsNot品牌写真不是.Adescriptionofthebrand一个关于品牌的描述Adescriptionoftheadvertising一个关于广告的描述Ama
115、rketingobjective 一个市场目标Astrategy一个策略Abrief一份简报Awishlist一份愿望表AGoodBrandPrint好的品牌写真PoetrynotProse-27DraftsEveryoneattempts,butone(usuallycreative)personisresponsibleforthefinalwords每个人的努力，一个人（通常是创意人员）负责形成最后文字Preparationisimportant.Take a long walk, a bath, a glass (or two or three) of wine.准备工作很重要。散步、
116、冲凉、喝几杯葡萄酒.Mindsetiscritical.Lockuptheleftbrain,unlocktheright思维设定很重要。锁上左脑，打开右脑。Exploreallsensorydimensions-look,sound,smell,touch,taste探索所有感官的方面看、声音、味道、触摸、品尝Feelingsfirst,imagesnext,descriptiveslast第一是感觉、其次是形象、最后是描述WritingaBrandPrint撰写品牌写真Avoidyetismslike避免转折语Traditional yet curiously modern 传统但现代Yo
117、ung hearted yet appealing to all ages 年轻人的心但适合所有年龄人群Avoidclich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Watchtiredlanguage注意滥用的词语PowerfulORReliably effectiveORLight, fine consistency 强有力的，或者可靠的效果，或者轻， 精美的结合AvoidTired
118、LanguageGetSomeFreshnessinYourWords避免滥用的词语你的词汇应具有新意Orange,loud,aggressive.hellbentongettingridofdirt,stainsandodours(Radion)Hopewithoutthehype.acreamyconcoction.ahandshakebargain(Dove)Squeakycleanpowderthatmakesanoiselikefootstepsincrispwhitesnow(Birds)ATestforRecognisingAGoodBrandPrint测试Distinctive
119、与众不同Clear清楚Colloquial通俗的Truthful诚实的Colourful有色彩Aha!CompetitiveAdvantagesOfBrandStewardship品牌管家的好处Openidea(notablackbox)开放的想法Participative参与Intuitive直觉Relativelyinexpensive相对不昂贵GenuinelyOgilvy诚实的奥格威BeyondTheBrandPrint除了品牌写真TheBrandPrintisonlythebeginning品牌写真仅是开始Itshouldinfluenceeverythingyoudoonyourb
120、rand它将会影响到你对品牌做作的每一件事情Itisnotre-writtenveryoften它并不会经常被修改WhenputtogetherwiththeChallengeitshouldprovoketheBrandIdea当与品牌挑战方在一起，它可以激发品牌IDEATeamExercise1分组练习Pickthebrandassignedtoyourgroup根据各组被指定的品牌Reviewwhatyoualreadyknowaboutit重温你们对该品牌了解的所有内容ConductaBrandAuditonit,针对它作品牌检验Definethebrandprint形成品牌写真Rep
121、ortbackinonehourstime1小时后报告Ideasina360World360度世界中的IDEAUnless your advertising is built on a Big Idea it will pass like a ship in the nightDavidOgilvy-HowtocreateAdvertisingthatSells360isjustacompassandanemptyoceanwithoutaBigIdeaWhy为什么？360onlyworksifthereisastrongideabehindit只有背后存在一个很强的IDEA时，360才会起作
122、用Clientsbuyourideasnotourprocesses客户买的是我们的IDEAS，而不是过程We might 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Unlesswehaveasenseofwhatanideaisitisveryhardtosaywhetheranyoneideaisgoodorbad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Exercise1WhatIsanIdea?什
123、么是IDEA？TheClassicDefinitionBisociation of two or more previously unconnected thought matrices两个或多个以前不相关想法的组合ArthurKoestlerParetoDidntOnlyThinkAbout80/20RulesHisDefinition.A new combination of old elements旧元素的新组合ParetoADefinitionFromTheCreativeDirectorofJWTintheNineteenTwentiesIn advertising an idea
124、results 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JamesWebbYoungPuttingtheElementsTogether.OurDefinition我们的定义Anunexpectedcombinationofdifferentthoughtswhichputsaparticularthinginanewandinvo
125、lvingcontext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,ToPutItAnotherWay或者从另一个角度Makingthefamiliar让熟悉的事务andthestrangefamiliar和陌生的事物变得熟悉StrangeThinkofSomeExamplesOfideasthatgrewoutofcombiningfamiliarthingsinanunfamiliarwayor将熟悉的事物用不熟悉的方法组合起来seeingthefamiliarinanunfamiliarway用不熟悉的方法看熟悉的事物Exercise2IBMLaunchWha
126、tIsanIdea?ShowFilmsSoWhatWasTheIBMIdeaIBM的IDEA是什么？IBMIdeaUnexpectedusers,everywhere,areenfranchisedbytechnology意想不到的使用者，在任何地方，被技术赋予同样的权利PuttingThisintotheContextof360DegreeBrandThinking将这些放在360度思考的框架内Challenge挑战Inordertomeetourobjectivewehaveto为了达到我们的目标，我们必须.BrandPrint品牌写真adescriptionoftheBrandsDNA品
127、牌DNA的描述IdeatheunexpectedcombinationofdifferentthoughtswhichputsthebrandinanewandinvolvingcontextExecution执行thetechniques,propertiesandproductionvalueswhichconveytheidea可以传达IDEA的技术、道具、制作等IBMChallenge挑战IBMastheunderlyingfabricoftheinformationageIBM作为信息时代的基石BrandPrint品牌写真magicIcantrust我可以相信的魔力IBMIdeaun
128、expectedusers,everywhere,areenfranchisedbytechnology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)subtitlesprovideavehicleforoverlayingtechno-speakonordinaryspeakExercise3inPairsHowwouldyoutranslatetheIBMcreativeideaintoaposter?如何将IBM创意IDEA转化成海报?TakingIdeasAcrossDisciplinesorMediaTranslation-
129、adaptationonly转化Stretching-extendingtheideainsome延展性 way,orusingthenewcontexttopresenttheideainadifferentlightInterplay-makingtheIdeahaveimpactina相互影响differentordeeperwayExecution执行Techniquesarenotideas技术不是IDEAdemonstration展示sliceoflife生活片断endorsementbypersonality个性的背书Apropertyisanexecutionalcompone
130、ntthatintimestartstosignifytheideaIdeasandExecutionIdeaWeak弱Strong强ExecutionGreat杰出Poor较差Exercise4Pickthebrandassignedtoyourgroup根据每组指定的品牌Youhavealreadyidentifiedthekeychallengefacingthebrandandhaveestablisheditsbrandprint.你们已经确定品牌所面临的挑战，同时完成其品牌写真Notkeepingthatinmindcomeupwithabrandidea现在产出一个品牌IDEAR
131、eportbackinhalfanhour半小时后报告SevenSecretsforGreatIdeas杰出的IDEA得七个秘诀1. Definingthecharacteristicsofgreatideasintheabstractwillnothelpyoucreateoneintheslightest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. Thebestideascomeoutofaprocessof “emotionalsmothering”ofthecreativeteam最好的IDEA来自于创意小组的“情感窒息”3. Thecreatorofth
132、eideaoftendoesnotalwaysrecognizeitassuchhimself杰出IDEA的创造者，经常自己无法辨识。SevenSecretsforGreatIdeas4.Thereareahundredstagesduringwhichgoodideascanbelost,mostoftheminternal有很多阶段，好的IDEA会被放弃，大部分是在我们内部5.Clientsassessideasrelativelynotabsolutely客户不会绝对的评估相关的IDEA6.Researchcankillgoodideasbutitcanalsosavethem调研可以杀
133、死好的IDEA，但也可以拯救它。7.Thebestcreativeideasbecomestrategicideasratherthanviceversa最好的创意IDEA可以成为策略IDEA，相反的情况则不多5WhereHaveWeGotto?我们已经知道什么？Wehaveinterrogatedthebrandina360waytofindoutitsweaknesses-theChallenge我们已经从360度角度审视品牌,寻找它的弱点-品牌挑战WehaveexploredthesubjectiveaspectsofthebrandtoarriveataBrandPrint我们已经发掘
134、出品牌的主要方面,形成品牌写真PuttingtheBrandPrinttogetherwiththeChallengesparkstheIdea品牌写真与品牌挑战一起,激发出品牌IDEAWenowhavetotaketheIdeaoutintotheworldofthecustomerandmaximisetheirinvolvement我们必须将品牌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CreatingaBrandWorld创造一个品牌世界BrandWorld品牌世界PointsofContact接触点IdeaWhatWeAreTryingtoDoDifferently我
135、们试图有哪些不同的做法?ConventionalCommunication传统的传播Singleunconnectedshots单纯无联系360Communicatio360度的传播CreatesaBrandWorldwhichinvolvesthecustomer创造一个融入消费者的品牌世界Anexperienceofthebrand,notjustthedeliveryofacommunication品牌的体验,非仅仅讯息的传递GreaterInvolvementIsAbout较强的融入度是关于Intensity密集度Aparticularpointofcontactmakingtheid
136、eashinebrighterandthusinvolvingthecustomermore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Differentpointsofcontactworkingtogetherforgreateroverallinvolvement不同接触点共同作用,以达到最大的融入度.MultipleConnections多维联系Theideaconnectswiththecustomerinmultipleways-creatingasensorysurroundIDEA以多种方式与消费者相连接,创造整体感受InTheDiffere
137、ntEncounterstheCustomerHasWiththeBrandatDifferentPointsofContact不同的接触点,消费者与品牌有不同的接触状况Wecancreateinterplaybetweentheencounters我们可以创造它们之间的相互影响Wecanusethisinterplaytointensifyinvolvement我们可以运用这些相互影响加强品牌的融入度LaunchingaNewLowCostCreditCard:TheOldWay低费用信用卡上市(旧方式)LaunchTVcommercial上市电视广告Simultaneouspresscon
138、ference同时举办新闻发布会MailpackcarriesstillfromTVC邮件外表来自TVCThismaybeintegration:itisnot360thinking这可能市整合的思考,但不是360度的思考LaunchingaNewLowCostCreditCard:TheNewWay低费用信用卡上市(新方式)Ineditorialcolumns,aspeciallycommissionedexternalreportonthehighcostofborrowingreceiveshighcoverage-creatinganissue 专栏创造话题LaunchTVadvert
139、isingmajorsonanewkindoflowinterestcard-capitalizingontheconcern电视广告形成关注Amailshotmakesanearlybirdofferandprovidesdetailedcompetitivecomparisons 邮件提供详细的比较Interplay相互影响Creatinganissue创造话题Offeringasolution提供解决方案MakinganofferLowInterestRates低利率InterplayThroughTime时间上的相互影响 Level13wksCreateissue创造话题Establi
140、shidea建立IDEACreatedesire创造需求Level25wksInform&educate告知教育Driveresponse引导反应Level38wksActivation&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 BusesBuses车身车身车身车身 DRTV DRTV DRTV TelemarketingDRTV Telemarketing电话行
141、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 Rewards X-SellGettingtheBrandTeamtogether集合所有品牌团队成员Thesecondpoint
142、whenthewholeteamhavetomeet,includingMindshare第二次所有成员必须参加,包括传立Atanktreatmenttoimmerseourselvesintheworldofthecustomer 让我们进入消费者的世界andexplorehowthebrandcangetinvolvedinpeoplesreallives探究品牌如何更多融入人们的生活CloseYourEyesandImagineSeeingaFish闭上眼睛,想象你正看到一条鱼Nowcloseyoureyesagainandimaginebeingafish现在再次闭上眼睛,想象你自己变
143、成一条鱼BeingaFish,NotSeeingaFish变成鱼,而不是看着鱼PointsofContact接触点Explorethepossiblepointsofcontactbetweenthebrandanditscustomers探究品牌与其消费者之间的可能接触点Thinkaboutcustomerseverydaylives-wheredotheymostoftenthinkaboutandusethebrand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ForInstance,theBrandWorldforMiloinThailand例子:Milo的品牌世界,
144、泰国Miloistherewheneverandwhereeverthecustomersare 无论何时何地,Milo都存在inschoolathome在学校在家中inruralareasatlocalsportingevents在乡村田野在当地体育活动中incoffeeshops.inthemedia在咖啡店在媒体上AndwhereMilois,itgivesthemandsurroundsthemwiththingsthathelpthemwinatsportMilo提供给的,都可以帮助他们在体育活动中赢得胜利的HelpingThaikidsfulfiltheirsportingdrea
145、ms帮助泰国孩子完成体育的梦想SomeTechniquesToStimulatePointofContactOpportunities一些帮助激发接触点的技术Dayinthelife生活中的一天Snapshuffledeck扑克牌TheCompassdial指南针ADayintheLife生活中的一天Astage-managedexperience一种体验Surroundingtheteamwiththeenvironment,emotionsandexpressionsofthecustomer/brandrelationship让品牌团队感受品牌与消费者关系的环境、情感和表情等Stimul
146、atingalltheirsenses-sound,sight,touch,smell,taste刺激他们所有的感官-听觉、视觉、触觉、味觉等PossibleStimuli可能的刺激Logoboardofbrands品牌Logo班CharthistoryofcategoryColours色彩CDcollection收集的CDBookshelf书架Framedfamilyphotos家庭相册Diaryofadayinthelifewords,filmorphotos一天的日记、录影、照片Workplacenoises工作场所的声音Photos相片Logosofbusinesspartners商业
147、伙伴的LogoTheirmagazines他们的杂志Signalsoftheirinterests&activities感兴趣事情和活动Toolsoftheirtrade交易工具Bookshelf书架Contentsoftheirhandbags手提袋中的内容Videoclips&voxpopsCompetitiveproducts竞争产品Articlesoncompetitors竞争者的文章Holidaysnaps假日Photosofbedroomorkitchen居室、厨房的照片SnapCarddeckPicktwocards,onefromeachdeck每个盒子内抽出一张卡片RedDe
148、ckRedDeck红色盒子红色盒子WheretheycouldWheretheycouldbemostinvolvedbemostinvolved在那里他们会被在那里他们会被融入得最深融入得最深BlueDeckBlueDeck蓝色盒子蓝色盒子WhatishappeningWhatishappeningintheirlivesintheirlives在他们的生活中在他们的生活中发生了什么？发生了什么？+Comeupwithpossiblepointsofcontact形成可能的接触点Using Your Impression of What Is Happening in the World a
149、t Large 运用你自己的印象Whatdoyoufeelishappeninginpeopleslivesthatmightaffecttheirrelationshipwiththebrand?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Whoorwhatdotheyspecificallyidentifywithintheworldatlargethatthebrandcouldpickupon?哪些他们所认可的人或事本品牌可以学习、利用？Whatisnewinthemarketplacethatmayinfluencethewaytheyfeelaboutthebrand?市
150、场中的哪些新发展可能会影响到消费者对本品牌的感受？Whatdoyouimaginethecompetitioncouldgetuptothatcoulddamagethatrelationship?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 the Customer思考在哪里品牌可以融入消费者 Whenarethebrandscustomersmostinvolvedinthemediatheyconsume(time,place,behaviourandatti
151、tudeofmind)?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）Isthereanaturalmediafitbetweenthebrandanditscustomerslifestyles?是否存在自然的媒介，让品牌和消费者生活相联系？Whatischanginginthewaythebrandscustomersconsumemedia?本品牌消费者消费媒体的行为是否有所改变？Inwhatwaycouldtheuseofmediabetailoredtointensifytherelationshipbetween:a)differentmessages?b)dif
152、ferenttargetaudiences?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Isthereanaturalsequencetothechoiceoruseofmediainbuildinggreaterinvolvementwiththebrand?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RedDeckMoreObviousPointsofContact明显的接触点Theouterrimofthedial罗盘的外层LessObviousPointsofContact不太明显的接触点Anythingthatallowsu
153、stolinkthebrandtothecustomerinhisorherBrandWorldisamedium任何让品牌与消费者品牌世界产生联系的东西都是媒体ForExampleForExample例如例如 SeagramFourRosesgiveawaytattoosSeagramFourRosesgiveawaytattoos纹身纹身 ApottedplantApottedplant盆景盆景I came upon this wine cork at a party. I was sniffing it, and lo and behold - I discovered a messag
154、e, literally right under my nose. It says Please visit 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 brandRickBoykoAWineCork葡萄酒软木塞HaveaBreak小憩片
155、刻Fun&FitnessinanMTRMirrorLong, long, long, long life - DuracellDuracellPlacedAfterWeatherReportsonaPagerMovingThroughAtthisstagewehaveanumberofpossiblepointsofcontactthroughwhichtheideacanconnectwiththecustomer我们有一系列与IDEA有关的品牌接触点Howdowethenpickthebestcombinationofpointsofcontact-theBrandWorldwearecr
156、eating?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Intensityofinvolvement投入强度Howcanapointofcontactmaketheideashinebrighter?接触点如何让IDEA变得更精彩？Interplay相互联系Howcandifferentpoin
157、tsofcontactworktogetherforgreateroverallinvolvement?不同的接触点如何共同作用，让整体品牌投入度最大化？789456123123456789Intensityofinvolvement-融入强度PrioritisingPointsofContactAsaTeamUsingaStrategicImpactMatrix运用策略矩阵选择接触点Interplaypotential相互影响的潜力PossiblePointsofContactforPoreStripLaunchPoreStrip上市的可能接触点1.Instoredemonstration店
158、头展示2.Magazinesampling杂志样本3.Mallevent购物商场活动4.Magazinefeature杂志5.Takeonesamplinginstore店头样品Scoring得分789456123123456789Intensityofinvolvement-Interplaypotential11.Instoredemonstration7.822.Magazinesampling3.333.Mallevent9.944.Magazinefeature5.255.Takeonesamplinginstore5.7Ponds(Philippines)StrippingInte
159、nsifyingtheIdeaVictoriasSecret:ObjectiveGetmentobuywomensunderwear.让男人去买女人的内衣.asgiftsforwomen作为给女人的礼物Sowherecanwefindattentivemen?哪里可以找到专心的男人？AndnowforsomethingcompletelydifferentFashionshow时装秀Webcast网络SuperbowladSuperbowl广告Doaworldsfirstandpubliciseit.开创先例，并且让公众知道LeadIdeasIntensificationbyweavingth
160、eideastogether将不同的IDEA组织在一起Publiciseunheard-ofresponsetoworldsfirstonlinefashionshowadvertisedduringtheSuperBowl在Superbowl期间发布广告，告知公众世界上第一个网上市装秀Problem:responselevelscrashedthesystem!难题：系统崩溃！Summary小结Interplayandintensificationimproveresults相互影响和强化提升最终结果BrandWorldisasensorysurroundthatmaximizesinvol
161、vementthroughpickingpointsofcontactwhichwillintensifyinvolvementandworkingtheinterplaybetweenthem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DayinaLife,Snap,PointsofContactandtheStrategicImpactMatrixare360tools各种360度思考的工具GroupExercise3分组练习Gobackintoyourgroups回到你的小组ExploretheBrandWorldforyourbrand发掘你们品
162、牌的品牌世界GeneratePointsofContactoptionsandevaluatethemusingtheStrategicImpactMatrix产出接触点并运用策略矩阵加以评估Reportbackinonehourstime1小时后报告Conclusion 结论DiscoveredtheChallengefacingthebrandina360DegreewayDescribedtheBrandsDNAChallenge挑战BrandPrint品牌写真BrandWorld品牌世界Createdaworldwhichmaximisestheinterplaybetweentheb
163、randanditscustomersatvariouspointsofcontactWhatWeHaveDone我们学习了什么？IdeaBrandAudit品牌检验BrandScan品牌扫描Pointsofcontact接触点Gathered,orderedandinterpretedinformationaboutthebrandina360DegreewayUnderstoodtheuniquerelationshipbetweenthebrandanditscustomersDefinedtheareaswherethebrandcanintensifytheimpactithason
164、peopleslivesHowWeGotThere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？Createdgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers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IDEASelectedtheriches
165、tpointsofcustomerinvolvementonwhichtofocusourefforts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All
166、owedustobewellpaidforusingourcreativityinthepursuitofthiscause让我们有更好的回报WhyWeHaveDoneIt为什么我们这样做？Createdgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers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
167、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
168、回报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Thinkhow
169、youcancommunicatetoyourclientinacompellingway想一下，如何与你的客户沟通CurrentRetrospectiveCases案例回顾AmexBlueinSingaporeAMildinIndonesiaIBMebusinessinChinaLeftBankCafinTaiwanMildSevenInChinaMiloinThailandPondsPoreStripinthePhilippinesSanyuanMilkinChinaSpeedPostinHongKongKotexWhiteinKorea2.Talktoeachother彼此交谈3.Kno
170、wenough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-fronta
171、ndback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ToBeSuccessfu
172、lat360DegreeBrandingYouHavetoBeClearAbout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360Degreethinkingisnotlinear360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-everythingconnectswitheverything
173、else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thinkingthatthejobcanb
174、edoneifwejustanswerasetofquestionsandcompleteasetofforms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FeelingthatitisquickerifwedoitbyourselveswithoutinvolvingtheBrandTeam认为自己进行比整个团队作业更快Generatinglistsofeverythingthatcouldbedonewithoutprioritisingthoseelementsthatwillworktogethertogetth
175、ebrandmoreinvolvedinpeoplesreallives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
176、？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Thinkhowyoucancommunicatetoyourclientinacompellingway想一下，如何与你的客户沟通CurrentRetrospectiveCases案例回顾AmexBlueinSingaporeAMildinIndonesiaIBMebusinessinChinaLeftBankCafinTaiwanMi
177、ldSevenInChinaMiloinThailandPondsPoreStripinthePhilippinesSanyuanMilkinChinaSpeedPostinHongKongKotexWhiteinKorea2.Talktoeachother彼此交谈3.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Keymessagestotakefrom
178、fromthissession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
