365度品牌(1)

Victoria’sSecret:ObjectiveGetmentobuywomen’sunderwear..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Doaworld’sfirstandpubliciseit..开创先例，并且让公众知道LeadIdeasIntensificationbyweavingtheideastogether将不同的IDEA组织在一起•Publiciseunheard-ofresponsetoworld’sfirstonlinefashionshowadvertisedduringtheSuperBowl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•BrandWorldisasensorysurroundthatmaximizesinvolvementthroughpickingpointsofcontactwhichwillintensifyinvolvementandworkingtheinterplaybetweenthem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,PointsofContactandtheStrategicImpactMatrixare360°tools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DiscoveredtheChallengefacingthebrandina360DegreewayDescribedtheBrand’sDNAChallenge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,orderedandinterpretedinformationaboutthebrandina360DegreewayUnderstoodtheuniquerelationshipbetweenthebrandanditscustomersDefinedtheareaswherethebrandcanintensifytheimpactithasonpeople’slivesHowWeGotThere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IDEA•Selectedtherichestpointsofcustomerinvolvementonwhichtofocusourefforts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•Allowedustobewellpaidforusingourcreativityinthepursuitofthiscause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IDEA•Selectedtherichestpointsofcustomerinvolvementonwhichtofocusourefforts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•Allowedustobewellpaidforusingourcreativityinthepursuitofthiscause让我们有更好的回报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•Thinkhowyoucancommunicatetoyourclientinacompellingway想一下，如何与你的客户沟通CurrentRetrospectiveCases案例回顾•AmexBlueinSingapore•AMildinIndonesia•IBMebusinessinChina•LeftBankCaféinTaiwan•MildSevenInChina•MiloinThailand•Pond’sPoreStripinthePhilippines•SanyuanMilkinChina•SpeedPostinHongKong•KotexWhiteinKorea2.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）•Itdoesn’thappennaturally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•360Degreethinkingisnotlinear360度思考不是线性的–focusonoutputnotprocess重点在产出，而不是过程–don’tthinkaboutitasfillingoutaformorslavishlyfollowingaprocess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方法，会选择哪些最合适的方法BiggestRecipeforDisaster导致灾难的最大因素•Believingitisanendinitself–losingsightoftheendresultbygettingobsessedwiththeprocess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•FeelingthatitisquickerifwedoitbyourselveswithoutinvolvingtheBrandTeam认为自己进行比整个团队作业更快•Generatinglistsofeverythingthatcouldbedonewithoutprioritisingthoseelementsthatwillworktogethertogetthebrandmoreinvolvedinpeoples’reallives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