360度品牌管理.ppt

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1、,1,Do You Feel That You Are.你是否觉得你是.,In the right industry?,在一个正确的行业工作?,With the right agency?,在一个正确的公司工作?,At the right time?,在正确的时间?,360 Degree Branding is a terrific opportunity for,our brands,our clients&for ourselves,对品牌、客户和我们自己而言，360度品牌管理是一个巨大的机会,Individual Pre-session Exercise:Framing the Agen

2、da个人练习：,Based on what you know now about 360 Degree Branding,write down,on the card what you believe to be the three key issues we need toaddress to be successful,基于你对360度品牌管理的了解，在卡片上写下你认为带来成功的三个主要观点,An issue is something we have to do something about,观点是一些我们必须要做的事情,它包含,An opportunity 机会 A problem 问

3、题,A balance we need to make between two or more things,在几件事情之间我们需要做的平衡,Agenda议程,Introduction-the why and the what,为什么会有360度，什么是360度,The How-four parts of 360 thinking,如何运用（360度思考的四个部分）,Challenge 挑战,Brand Print 品牌写真 Idea 想法,Brand World 品牌世界,Why 360 Degree Branding?为什么产生360度品牌管理？,Worldwide Task Force

4、Report:TwoYears Ago,We operate in silos,我们在井中作业,Our business is being pushed downstream,我们的事业正走向下游,Management consultancy threat with CEO level,contacts,管理顾问公司威胁到CEO层面的接触,Recommendation 建议,Focus the agency on 360 Degree Branding as a way of addingvalue and getting back upstream,将公司集中到360度品牌思考,以增加我们的

5、价值,让事业重新走向上游,Strategic策略的,Operational运作的,Tactical战术的,CEOMarketingDirector,High endPR,Directrelated tonew distributionAdvertising,Direct,行销总监SalesPromotion,BrandManager品牌经理,Low endPR,Needs需求,We are in the knowledge business,我们处在一个需要知识的行业We need more knowledge我们需要更多的知识,We are in the ideas business,我们处

6、在一个需要想法的行业We need more ideas我们需要更多的想法,We are in the brand business,我们处在一个建立品牌的行业,We need more influence on the total brand,我们需要在整个品牌上有更多的影响力,What Sort of Company Do We Want to Be?,我们希望成为一个怎样的公司？,The Unlimited Brand Company,无限品牌公司,Unlimited,We cross disciplines in a 360 Degree way,通过360度思考跨越专业,We cro

7、ss borders,跨越边界,We challenge barriers,挑战障碍,We take it all the way through,我们全方位运用,Insight.Ideas.Execution.Evaluation洞察IDEA执行评估,We build the brand to its full potential,我们将品牌建立至极限,Imagineall communicationsreflecting the samedeep insight试想一下,所有的传播都反映到相同深度的,洞察,Imagineall media contributingto the campai

8、gnas a whole试想一下,所有媒介都整体贡献在传播活动上,Since That Initial Task Force:Worldwide,Absorb philosophy 吸收哲学,Period of debate-keep individual disciplines,保持独立的原则,Experiments on how to work together differently,尝试如何共同协作,Gains on key accounts 来自重要客户的经验,Amex business partnership Amex 商业伙伴,IBM increase share of clie

9、nt total budget(key measure),Structural and Attitudinal Obstacles toImplementing 360 Degree Branding实行360度品牌管理的障碍,Three tools to help remove the obstacles三个帮助消除障碍的工具,Changed structure 改变的结构 Brand Teams 品牌团队,Brand Profit&Loss(P&L)品牌损益,Agreed Structure for a 360 DegreeAgency（360度代理商的结构）HEAD OF COUNTRY

10、（地区主管）,Head主管,Head主管,Consulting,Head主管,Head主管,Head主管,IMAGINEERS,SalesPromotion销售推广,Adv广告,Multi-disciplinaryBrand Teams多元化品牌团队,One直效行销,PublicRelations公共关系,Identity视觉设计,CREATIVE（创意）Finance,Admin and IT partners（财务、行政、IT部门）,The Brand Team品牌团队,A leader who leads,一个品牌领导者,Team members who connect,接触紧密的成员,

11、Sitting together,ideally,理想状况下，应该坐在一起,The Brand P&L品牌损益,Share of client target,分享客户的目标,A P&L which reports horizontally,垂直报告的损益,Jobs tracked at an individual level,工作遵循独立的层面,Income distributed and profit distributed pro rata versus,hours spent,收入和利润根据时间花费进行分配,Agreed Structure for a 360 DegreeAgency（

12、360度代理商结构）HEAD OF COUNTRYCountry P&L地区损益,Head,Head,Consulting,Head,Head,Head,IMAGINEERS,SalesPromotion,Adv,Multi-disciplinaryBrand Teams,One,PublicRelations,Identity,Brand P&L品牌损益CREATIVEFinance,Admin and IT partners,What 360 Degree Does For Us,360度可以为我们做什么？,What is the Territory of a Brand?一个品牌的版图是

13、什么？,Six inches wide,6英寸宽,Grey and wet,Mysterious,价格,Line extensions,产品延伸,Employee,促销活动,relations,A Brand Is The Totality Of WhatThe Customer Experiences一个品牌是消费者所经历的总和Government endorsement,Price,政府认可Corporate reputation,Delivery trucks送货车News media新闻媒体,Collective memory记忆累计,企业声誉,Packaging包装,Your sho

14、wrooms展示厅,Word of mouth口碑,Social attitudes社会态度Retail environment零售环境,Prejudices偏见,Quality,Taste口味,Receptionists style接待人员的风格,Design and colour设计和色彩,质量,Telemarketing scripts电话行销记录Sales promotionService experienceThe way the telephone is answered 服务经验 雇员关系,In 360 Degree在360度过程中,You have to anticipate

15、every encounter a customer is going to,have with your brand,你必须预见消费者与品牌的每一次接触机会,You must customize the message for each encounter,针对每一次机会，设计需要传达的信息,You are arranging the encounters to make sure they enrich the,customers overall experience with a brand,设计安排这样的机会，以保证可以增加消费者与品牌的经验,Scraps and Straws Tha

16、t Add up to theMost Valuable Asset a Company Has,A,360 Degree,Brand,360 Degree Brand Stewardship360度品牌管家,Creates great ideas that move our brands ahead at each point of,contact between the brand and its customers,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,Selects the richest points of customer involveme

17、nt on which to,focus our efforts,选择最有效的接触点，将我们的努力集中在这,些方面,360 Degree Brand Stewardship,360度品牌管家,Improves the relationship between clients and their customers,增强客户和消费者之间的关系,Increases Client value in terms of market share,profit and share,price,增加客户的市场份额，利润和股票价格,Adds future Client value by driving new

18、 opportunities,通过驱动新的机会来增加未来客户价值,Allows us to be well paid for using our creativity in the pursuit of,this cause,让我们得到更好的利润回报,Our 360 Degree Brand Thinking360度品牌思考,Cracks the non-traditional customer in SingaporeGenerates profits from dreams in TaipeiMilks sport for all it is worth in Thailand,Silen

19、ces a Whisper with confidence in KoreaMakes money out of striptease in the PhilippinesTurns an advertising property into a populist slogan inIndonesia,Discovers the power of self discovery in China,In the Beginning Was a Blank Sheet of WhitePaper on Which a Press Ad Was Written最初的广告是写在报纸上的平面广告,Along

20、 Came TV Which Worked to the SameBasic Shape,伴随电视的诞生，广告工作仍然保持基本形状,So Heads Started to Become theSame Shape,因此，头脑也逐渐变成同样的形状,To Fit the Briefs Which Were the SameShape-Square Pegs Into Square Holes以适应同样形状的广告简报,So Adman Looked Like This,所以，广告人看起来都是这个样子的,Then Along Came Some Other Sorts of Briefs随着其他类型简

21、报的产生,Direct直效行销,Public Relations公共关系,So Different Shaped Heads Were Required导致对不同形状头脑的需求,To Make up the Full Orchestra ofDisciplines,为建立整个管弦乐队,Specialisation Can Create Walls&Silos专业化创造墙和井,Silo?井？,A large tower for the,storage of grain or cement,一个储藏谷物或水泥的塔形建筑,No windows to lookin or out of,没有窗可以从里面

22、看到外面或从里面看到外面,Plus Other Sorts of Briefs加上其他类型的简报,Old Integration以前的整合,Each discipline sits in a silo,每个专业都坐在井里面,Strategy is developed in a lead discipline(usually advertising),策略在主导专业中发展（通常是广告）,The lead discipline develops its idea(usually television),主导专业发展它的“IDEA”（通常是电视）,Other disciplines are give

23、n the idea and asked follow it to produce,a uniform look and feel(usually very close to a deadline),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）,Whats Changed引起哪些变化？,Rising cost of television,抬高电视的费用,Media fragmentation,媒介破碎分离,New media-Internet,cable,video on demand,新媒体的诞生-互联网、有线电视、点播录,像,Importanc

24、e of endorsement,背书的重要性,Search for better value from brand spending,在品牌投资中寻求更好的价值,We Need to Change the Shape of Our Heads toApproach 360 Degree Brand Thinking,为实行360品牌思考，我们需要改变我们头脑的形状,The New 360 Degree Branding Approach新的360度品牌建立方式,Work as a Brand Team from the start so thinking develops in a,disc

25、ipline-rich way and is anchored in the BrandPrint,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,Come up with a big Idea产出一个“BIG IDEA”,Chose points of contact to intensify the involvement of the,brand in peoples lives,选择接触点，加强品牌在人们生活中的融入度,The New 360 Degree Branding Approach新的360度品牌建立方式,Ensure interplay bet

26、ween all executional elements to,bring the Brand Idea alive whether,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,dual or multiple disciplines are used,是否运用到单一、双重还是多元的专业,Ogilvy companies deliver all the executions or not,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 iswhen you have a very strong ide

27、a.If itsstrong,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。”,Shelly Lazarus,To Go Along With Our New Heads We Need为了配合我们的新头脑，我们需要：,Stimuli to provoke new thinking,激发新思维的工具,New ways of working together that,新的协作方式,use the full resources of the Brand Team,运用品牌团队的所有

28、资源,avoid wheel-spinning and duplication of effort,避免重复劳动,maximise our creativity,最大化我们的创造力,To Go Along With Our New Heads We Need为了配合我们的新头脑，我们需要：,Practice to ensure we can,锻炼可以保证我们,pick the rough diamonds from the river gravel,在沙砾中筛选出钻石,cut and polish them to give our brands true brilliance,切割、打磨，给予

29、我们的品牌真正的光彩,Cases to inspire us along the way,案例可以激发我们,Biggest Recipe for Disaster导致灾难的最大因素,Believing it is an end in itself,losing sight of the end result by getting obsessed,with the process,丧失对结果的预见，沉迷在过程中间,thinking that the job can be done if we just,answer a set of questions and complete a set o

30、fforms,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,Other Recipes for Disaster其他导致灾难的因素,Feeling that it is quicker if we do it by ourselves without involving,the Brand Team,认为自己个人作业要比品牌团队作业来得快,Generating lists of everything that could be done without,prioritising those elements that will work together to get the br

31、andmore involved in peoples real lives,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,Seeing 360 Degree as cross-selling or just carving up a budget将360度看作跨领域销售或仅仅作为瓜分预算的方法,brand,解决品牌面临的主要挑战,的,Differences Between Old Fashioned Integrationand 360 Degree Brand Thinking360度品牌思考与整合概念的差异性,Integration整合,360 Degree Brand Th

32、inking,Laundry list of opportunities all of Solving the critical challenge of thewhich would be nice to do but dontnecessarily solve the critical issue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 Operating within a strategicframework,with different roles to,No strategic guiding principle没有策略指导原则 Idea acts as supe

33、rficial badgingdeviceIDEA仅作为表面的东西,achieve the goal在策略框架下运作，从不同角度达到目的 Driven by an idea,which it extends以可延伸的IDEA为指导,We Assume That We Have Already Done OurHomework,我们假设我们已经做完我们该做的功课,Some agencies scorn research,marketing andhomework.They skid around on the surface ofirrelevant brilliance,At Ogilvy w

34、e ask you to do your homework andcreate brilliant campaigns,David Ogilvy,Sequence Of 360 Degree Brand Thinking360度品牌思考的顺序,In 360 Degree thinking everything connects with,everything else,在360度思考中，每件事情之间都有关联,There is a natural sequence for the team to move,through,存在一个自然顺序,But we need to check back to

35、 insights from previous,stages to provide stimulus and ensure that everythingfits together and is consistent,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。,The Elements主要元素,Brand Scan品牌扫描,Brand Audit品牌检验,Challenge挑战Points ofcontact接触点,IdeaBrandWorld品牌世界,BrandPrint品牌写真Executions执行,What We Need,Discov

36、er the Challengefacing the brand ina 360 Degree way从360度的角度，发掘品牌面临的挑战Challenge,Idea,Describe the Brands DNA描述品牌的DNABrandPrint品牌写真,挑战Brand World品牌世界Create a world which maximises the interplay between the brand and its customers atvarious points of contact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,How We G

37、et There如何达到？,Gathering,ordering andinterpreting information about thebrand in a 360 Degree way从360度的角度，收集、整理、解释关于品牌的各种讯息,Understanding the unique relationshipbetween the brand and its customers了解消费者与品牌的独特关系Brand Audit,品牌检验Brand Scan品牌扫描Points of contact接触点Defining the areas where the brand can inte

38、nsify the impact it has on peoples lives确定品牌可以增强其对人们生活影响的接触点,2,From Brand Scan to Challenge,从品牌扫描到挑战,Where the Brands Problems Lie品牌的问题在哪里？,Brand Scan品牌扫描,Challenge挑战,Equities资产,A 360 Degree brand is a composite of different,inter-related,strengths or equities,一个360度的品牌是不同内在相关的优势和资产的组合,We use six eq

39、uities to look at a brand in a comprehensive,way,我们运用六个方面来观察一个品牌,We assess the strengths and weaknesses on each as a,health check on the brand,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,A Composite of Six Interrelated Equities6个方面资产的组合Product产品,Visual视觉Channel,Image形象Goodwill,销售渠道,Customer消费者,商誉,The Brand Team Need

40、s To Know,Product产品,How the product performance supports the brand,产品的表现如何支持品牌？,Image形象,Whether the brands image is strong and engaging,是否品牌形象很强并且吸引消费者？,Customer消费者,How strong the brands customer franchise is,品牌消费者的特权有多强？,The Brand Team Needs To Know,Channel销售渠道,How well the brand is leveraged in th

41、e trade environment,通路环境对品牌的影响如何？,Visual视觉,Whether the brand presents a clear,consistent and differentiating presence,是否品牌具有清晰、持续和差异化视觉形象,Goodwill商誉,Whether the brand is endorsed by influencers and the communities in whichit lives,是否品牌被“影响者”和社会团体所认可？,Recognise this Brand?辨认这个品牌,What Are Its Equities

42、?,什么是它的资产？,Unusually thisBrand was builtwith no advertisingsupport通常这个品牌没有广告的支持,Health Check:Amex versus Diners in HongKongAmex 和 Diners 品牌健康检查,Product,Product,VisualChannel,Customer,ImageGoodwill,VisualChannel,Customer,ImageGoodwill,Health Check:Amex versus HSBC Visa inHong KongAmex 和 HSBC 品牌健康检查,P

43、roduct,Product,VisualChannel,Customer,ImageGoodwill,VisualChannel,Customer,ImageGoodwill,Not Until We Have Assessed Where the Strengths andWeaknesses of the Brand Are on These Six Equities只有当我们了解品牌在6个方面的强、弱,Can we start to determine what the brand could,do to be stronger,我们才能决定做些什么可以让品牌变得更强大,And can

44、 we define the Challenge facing the,brand,我们才能确定品牌面临的挑战,Equities资产,Equities are not disguises for group companies,or communication disciplines,资产不是一群公司或多种传播方法的伪装,However,different disciplines clearly have more,impact on some equities than on others,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,What We Use to Help Di

45、scovery我们运用什么来帮助发掘？,The background of our basic knowledge and homework about,the brand,我们的基本知识背景和关于品牌的功课,A facilitated meeting of the Brand Team including MindShare,具有促进作用的品牌团队会议（包括传立）,Stimuli selected from a shuffle deck of questions across the,equities to provoke thinking and focus discussion(it d

46、oes notmatter which equity we start the discussion with),激发思考和讨论的“扑克牌”,And the Compass Dial as a visual prompt,视觉化工具“指南针”,Stimuli Questions in the Shuffle Deck:ProductEquity,“扑克牌”中的问题：产品层面,What makes this product superior to the competition?,这个产品优于竞争品牌的原因有哪些？,Does the product performance live up to

47、expectations in all its,aspects?,产品的表现符合在所有方面的期望？,Are there things about this product which,if better known,would,enhance its appeal?,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？,Stimuli Questions in the Shuffle Deck:Product Equity,“扑克牌”中的问题：产品层面,Does this product have the optimum price-value equation?,是否

48、这个产品具有最佳的价格-价值比？,If there is a range of products,how do they clarify or confuse the,proposition?,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？,If you had a free hand,are there any things about the product,(presentation/design/size etc)you would change to make it moreattractive?,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

49、个产品更具吸引力？,Example:Jaguar Is a Quirky Brand例子：Jaguar 是一个诡异的品牌,The engineers built back features into the,product to reinforce this product equitye.g.an instrument dial in a unusual place,Or the rubber duck on the side ofthe bath in the Conrad Hotel,Stimuli for Image Equity形象层面,Are the values or attit

50、udes this brand owns relevant to the market,today?,品牌所拥有的态度和价值是否与今天的市场有关？,Does the brand lead or follow trends set in the market place?,品牌是否引领或追随在市场中的潮流？,Who feels closest to the brand-a discrete group,or a wide range,of people?,哪些人与品牌最接近？部分人群还是广泛的人群？,To what extent is the brand presented in a disti