奥美--360度品牌管理(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?360DegreeBrandingisaterrificopportunityforourbrands,ourclients&forourselves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•Anissueissomethingwehavetodosomethingabout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度品牌管理？WorldwideTaskForceReport:TwoYearsAgo•Weoperateinsilos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Recommendation建议Focustheagencyon360DegreeBrandingasawayofaddingvalueandgettingbackupstream将公司集中到360度品牌思考,以增加我们的价值,让事业重新走向上游DirectrelatedtonewdistributionHighendPRCEOBrandManager品牌经理MarketingDirector行销总监Strategic策略的Operational运作的Tactical战术的DirectAdvertisingSalesPromotionLowendPRNeeds需求•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Unlimited•Wecrossdisciplinesina360Degreeway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Imagineallcommunicationsreflectingthesamedeepinsight试想一下,所有的传播都反映到相同深度的洞察Imagineallmediacontributingtothecampaignasawhole试想一下,所有媒介都整体贡献在传播活动上SinceThatInitialTaskForce:Worldwide•Absorbphilosophy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–IBMincreaseshareofclienttotalbudget(keymeasure)AdverOnetoPublicDesign/Media-tisingOneRelationsIdentityPromotionBuyingAustralia•••Bangladesh•China•••••HongKong••••••India••••••Indonesia••••••Japan••Malaysia••••••NewZealand••••Pakistan••Philippines••••Singapore••••••SouthKorea••••SriLanka••Taiwan••••••Thailand•••••Vietnam•OgilvyResourcesinAsiaPacific奥美在亚太区的资源StructuralandAttitudinalObstaclestoImplementing360DegreeBranding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）IMAGINEERSMulti-disciplinaryBrandTeams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&Lwhichreportshorizontally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-disciplinaryBrandTeamsConsultingIMAGINEERSAdvSalesPromotionOnePublicRelationsIdentityCREATIVEBrandP&L品牌损益CountryP&L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•Youarearrangingtheencounterstomakesuretheyenrichthecustomer‘soverallexperiencewithabrand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•Selectstherichestpointsofcustomerinvolvementonwhichtofocusourefforts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户价值•Allowsustobewellpaidforusingourcreativityinthepursuitofthiscause让我们得到更好的利润回报IntheBeginningWasaBlankSheetofWhite