360度品牌管理

1、1 do you feel that you are. 你是否覺得你是. in the right industry? 在一個(gè)正確的行業(yè)工作? with the right agency? 在一個(gè)正確的公司工作? at the right time? 在正確的時(shí)間? 360 degree branding is a terrific opportunity for our brands, our clients its birth, growth, health and market value 肩負(fù)品牌所有責(zé)任的人，包括品牌的誕生、成 長(zhǎng)、健康和市場(chǎng)價(jià)值 within every brand

2、 there is 每個(gè)品牌后面 都有一個(gè) 產(chǎn)品不是每個(gè)產(chǎn)品 都可以成為品牌 product 產(chǎn)品 tangible: you can touch it, feel it, see it 實(shí)際的：你可以觸摸得到、感受得到、看得到 has physical attributes: styles, models, features, price 有物理的特性：樣式、模型、外表、價(jià)格 has the right features to meet customer expectations of performance and value 有可以滿足消費(fèi)者要求的正確特性 but this is not

3、 sufficient 但這還不夠. brand 品牌 the total experience of a product:一個(gè)產(chǎn)品的所有體驗(yàn) personality 個(gè)性 trust信賴 reliability可靠性 confidence信心 a friend 朋友 status 地位 shared experiences 經(jīng)驗(yàn)的分享 brand 品牌 a brand is a product which has earned a place in customers lives 品牌是在消費(fèi)者生活中占得一席之地的產(chǎn)品 through perception, experience, beli

4、efs, feelings 通過認(rèn)知、體驗(yàn)、信任、感受 . until a relationship is built .直到關(guān)系的建立 it is the sum of how customers feel about a product 它是消費(fèi)者如何感受一個(gè)產(chǎn)品的總和 a brand is a complex symbol. it is the intangible sum of a products attributes, its name, packaging, and price, its history, reputation, and the way its advertise

5、d. a brand is also defined by consumers impressions of the people who use it, as well as their own experience” david ogilvy : 1955 what the brand-customer relationship is like 品牌-消費(fèi)者關(guān)系是怎樣的 brand audit 品牌檢驗(yàn) brand print 品牌寫真 this is the established core of current brand stewardship 這是目前品牌管家的核心 brand a

6、udit品牌檢驗(yàn) identifies the intangible feelings, impressions, connections, opinions, memories the customer associates with the brand 確定消費(fèi)者與品牌之間的無形的感受、印象、聯(lián)系、觀念、記憶等 where we are in the hearts of the brands customers 在品牌消費(fèi)者的心中，我們?cè)谀睦铮?is informed by research among customers; but filled in by ourselves 信息通過調(diào)

7、研來自消費(fèi)者，但有我們自己填寫 projective techniques elicit deeper associations 投射技術(shù)得出深層的聯(lián)系 gathers insights that draw us into the heart of the customer-brand relationship : the brands dna, which is expressed as the brandprint 收集消費(fèi)者洞察讓我們進(jìn)入消費(fèi)者-品牌關(guān)系的核心：品牌dna，它通過品 牌寫真來表述 revised brand audit questions 修正后的品牌檢驗(yàn)問題 think

8、ing about the specific things that trigger this brands identity in your mind 想象一下哪些可以讓你辨認(rèn)出這個(gè)品牌的一些特定的事務(wù) when you hear the brands name, what immediately springs to mind? 當(dāng)你聽到這個(gè)牌子的名字，那些東西會(huì)立刻出現(xiàn)在你的腦海中？ what else?還有呢？ visuals or images?視覺和形象？ packaging or product elements?包裝和產(chǎn)品元素？ bits of communication?傳播

9、的片斷？ signs or symbols?標(biāo)志和符號(hào)？ other brand lore?其他有關(guān)品牌的部分？ what kind of people do you associate with the brand, and how do you feel about them? 哪種類型的人會(huì)讓你與這個(gè)品牌聯(lián)系起來？你對(duì)這些人的感覺如何？ thinking about the feelings and emotions the brand evokes in you 想象一下這個(gè)品牌給你帶來的感受和情緒 what specific feelings and emotions do you

10、experience in connection with using this brand? 當(dāng)你和這個(gè)品牌有聯(lián)系時(shí)，你體驗(yàn)到那些特別的感受和情緒？ what personal memories, experiences orassociations does this brand bring to mind? 這個(gè)品牌讓你回憶起哪些個(gè)人的記憶、體驗(yàn)或聯(lián)想？ what does this brand do for you in your life that other brands dont? 這個(gè)品牌在你的生活中做了哪些其他品牌無法做的事情？ what unique contributio

11、n does it make? 它帶來哪些獨(dú)特的地方？ what special perspective does it give you about using the category? 它帶給你哪些有關(guān)試用這個(gè)類別產(chǎn)品的特殊的觀感？ now stepping out of the role of the brands user, and considering all the implications of these insights 現(xiàn)在走出品牌使用者的角色， 考慮所有這些消費(fèi)者洞察的啟示 what do these insights suggest or signal about

12、the brand? 這些消費(fèi)者洞察暗示了這個(gè)品牌的哪些方面？ what is the mood of the brand? 這個(gè)品牌的情緒是怎樣的？ how do the feelings and emotions this brand evokes differ from those its leading competitor evokes? 這個(gè)品牌引起的感受和情緒與其它主要競(jìng)爭(zhēng)品牌帶來的有哪些不同 的方面？ brand audit helps us define the unique relationship between the customer and the brand 品牌

13、檢驗(yàn)幫助我們確定消費(fèi)者與品牌之間的獨(dú)特關(guān)系 the brands dna expressed in a written 書面表達(dá)的品牌dna brandprint 品牌寫真 when you write a brandprint you will almost certainly start with have too many words 當(dāng)你開始寫品牌寫真時(shí)，你開始幾乎 一定會(huì)從運(yùn)用很多詞句進(jìn)行描述 chivas regal: thailand chiivas is the night. a palet of flickering neon and blinking car lights.

14、 the blast of raw music as you swing through the doors of a crowded friendly pub. chivas is never wanting the night to end. because chivas is camaradie. a clutch of true friends forever. the subtle splash of chivas over ice underlining a burst of uninhibited laughter. the stuff our fondest memories

15、are made of. and chivas is irrevocably right. it imparts an elitist spirit to the people who drink it the whisky preferred by contenporary, affluent young men. . . which women are only too happy to share when looking at and evaluating brandprints 當(dāng)你細(xì)看及評(píng)估品牌寫真時(shí) remember neil frenchs story of the brill

16、iant carver of wooden elephants 記住neil french 關(guān)于偉大的木象雕刻匠的故 事 his secret for making perfect elephants was to cut away everything that was not elephant 它創(chuàng)造完美大象的秘訣是，去掉所有不是大象 的部分 examples of shorter brandprints 精悍的品牌寫真-例如 jaguar original impulse the economist bank of china american express jaguar (usa)

17、the difference between jaguar and other cars runs deeper than sheet metal and engineering: its about soul, passion and originality a jaguar is a copy of nothing . just like its owners jaguar和其他轎車的差別不僅在鋼板和引擎技術(shù) 在于精神、熱情和原創(chuàng)性 jaguar都是獨(dú)一無二的 就象它的主人 impulse (europe) impulse gives me the confidence to explor

18、e and enjoy the sometimes bumpy journey into womanhood as i experiment with the emerging me, impulse surrounds me with an energy field filled with vitality, spontaneity and the courage to be myself the economist (asia) the economist is red and daring its bold covers hint at what lies within: provoca

19、tive, brutally honest and non- conformist opinions beholden to no one, it refuses to kow tow to popularity, and sees through the new clothes of emperors, politicians and taipans alike bank of china (singapore) the bank of china is the wise old man it brings wisdom to dealings with your assets . the

20、wisdom of wealth american express american express is not for everybody. it is for those who think bigger thoughts, do bigger things, and paint bigger pictures additional ways to approach writing a brandprint 其他形成品牌寫真的方法 a to z photomontage 圖片集錦 a to z - a verbal bank using word association to artic

21、ulate suppressed feelings and emotions 運(yùn)用詞匯聯(lián)系來表達(dá)潛在的感覺和情緒 can be used in addition to brand audit to enrich vocabulary 除了可以運(yùn)用在品牌檢驗(yàn)，還可以豐富詞匯 e.g. bmw (new zealand) how it works 如何運(yùn)用 generate word associations for the brand beginning with the letter a and write them down 將字母a開頭的與本品牌有關(guān)的詞匯都寫下來 then for the

22、 letter b, then for letter c etc etc to z 接著字母b，字母c到字母z review your word bank 重新檢視你的詞匯銀行 select one association for each letter 每一個(gè)字母選擇一個(gè)有聯(lián)系的內(nèi)容 write a summary 寫下小結(jié) a c d e i l n adultactivearrogantambitiousachievement bblitzkriegboldballsybetter cultured driveable envy classic dynamic energetic con

23、fident discerning engineered conservative drive me expensive competitive elite fflat outfastfashionablefast g h j k m grunt handling independent jumping kraut look out modern noticed german harmony individual jive king lover muscle notorious glamour hi tech intelligent jazz killer luxury manly not o

24、ld german hot integrity knowledge long term meticulous nurtured goal important leader me nuance p t u x oovertoverdrive q prestigious quick passionate quality pridepleasurepositive rrevsrefinedredreliable ssuave trustworthy stylish thrusting sleek tailored silent throaty selfish torque unbeatableuni

25、queunderstand v w y z vamp youth xcuse me 0 - 100 vibrant wealth sexy young zoom virile wayward xciting yearn zealot verve wish xuberant yes zippy values wanton xcellence a c d e g f h k l j i m n o p q r s t u v arrogant, aspirational bballsy, bold com/fort, classy, confident demanding, discerning

26、exclusive, engineered fashion glamour hot individual, intelligent jazz killer lovers manly not old, not slow overt passionate quality red sleek (tailored) unique virile we saw a bmw as: having power under control a feeling of superiority achieved by being the tamer of a powerful, passionate beast a

27、perfect sense of harmony and balance in a car which has pure power and passion under its skin the brand print was crafted from w x y z wealth xciting yearning zealot this point photomontage - a visual bank 圖片集錦-視覺銀行 captures spontaneous/implicit perceptions 抓住自發(fā)的、有暗示意義的認(rèn)知 very useful in understandin

28、g competitive differences 在理解競(jìng)爭(zhēng)性差異時(shí)非常有用 can be used in addition to other techniques to enrich visual images 可以運(yùn)用在其他技術(shù)上以豐富視覺形象 how it works 如何運(yùn)用 take a pile of old magazines of all types 找出一對(duì)舊的各式各樣的雜志 issue everyone with scissors 發(fā)給每個(gè)人一把剪刀 get the group to cut out pictures of images that seem relevan

29、t to the brand and form them into collages 讓小組建下與品牌有關(guān)的圖片，并將他們貼起來 ask each individual to explain their collage 讓每個(gè)人解釋他們的圖片 summarise 總結(jié) use for competitors too 對(duì)競(jìng)爭(zhēng)品牌用同樣的方法 what a brandprint is 什么是品牌寫真 a vivid statement of the unique relationship that exists between a consumer and a brand 一句有關(guān)消費(fèi)者和品牌間獨(dú)

30、特關(guān)系的生動(dòng)的陳述 the brands dna of its fingerprint 品牌指紋的dna the core truth and spirit 核心事實(shí)和精神 unique to the brand. impossible to transfer 具有獨(dú)特性，無法被轉(zhuǎn)讓 a brandprint is not 品牌寫真不是. a description of the brand 一個(gè)關(guān)于品牌的描述 a description of the advertising 一個(gè)關(guān)于廣告的描述 a marketing objective 一個(gè)市場(chǎng)目標(biāo) a strategy 一個(gè)策略 a br

31、ief 一份簡(jiǎn)報(bào) a wish list一份愿望表 a good brandprint 好的品牌寫真 poetry not prose - 27 drafts everyone attempts, but one (usually creative) person is responsible for the final words每個(gè)人的努力，一個(gè)人 （通常是創(chuàng)意人員）負(fù)責(zé)形成最后文字 preparation is important. take a long walk, a bath, a glass (or two or three) of wine . 。散步、沖涼、喝幾杯葡萄酒. 準(zhǔn)

32、備工作很重要 mindset is critical. lock up the left brain, unlock the right思維設(shè) 定很重要。 鎖上左腦，打開右腦。 explore all sensory dimensions - look, sound, smell, touch, taste探索所 有感官的方面看、聲音、味道、觸摸、品嘗 feelings first, images next, descriptives last 感覺、其次是形象、最后是描述 第一是 writing a brandprint 撰寫品牌寫真 avoid yetisms like 避免轉(zhuǎn)折語 tra

33、ditional yet curiously modern傳統(tǒng)但現(xiàn)代 young hearted yet appealing to all ages 年輕人的心但適合所有年齡人群 avoid clich 避免官腔 in this fast-paced modern world, its nice to know that brand y is still offering z benefit 在這個(gè)快節(jié)奏的現(xiàn)代社會(huì)， 品牌y還可以提供z這樣的好處真是太好 watch tired language注意濫用的詞語 powerful or reliably effective or light, f

34、ine consistency 強(qiáng)有力的，或者可靠的效果，或者輕， 精美的結(jié)合 avoid tired language get some freshness in your words 避免濫用的詞語你的詞匯應(yīng)具有新意 orange, loud, aggressive . hell bent on getting rid of dirt, stains and odours (radion) hope without the hype . a creamy concoction . a handshake bargain(dove) squeaky clean powder that mak

35、es a noise like footsteps in crisp white snow (birds) a test for recognising a good brandprint 測(cè)試 distinctive與眾不同 clear清楚 colloquial通俗的 truthful誠(chéng)實(shí)的 colourful 有色彩 competitive advantages of brand stewardship 品牌管家的好處 open idea (not a black box) 開放的想法 participative參與 intuitive 直覺 relatively inexpensive

36、相對(duì)不昂貴 genuinely ogilvy 誠(chéng)實(shí)的奧格威 beyond the brandprint 除了品牌寫真 the brandprint is only the beginning品牌寫 真僅是開始 it should influence everything you do on your brand 它將會(huì)影響到 你對(duì)品牌做作的每一件事情 it is not re-written very often它并不 會(huì)經(jīng)常被修改 when put together with the challenge it should provoke the brand idea 方在一起，它可以激發(fā)品

37、牌idea 當(dāng)與品牌挑戰(zhàn) team exercise 1 分組練習(xí) pick the brand assigned to your group 根據(jù)各組被指定的品牌 review what you already know about it 重溫你們對(duì)該品牌了解的所有內(nèi)容 conduct a brand audit on it, 針對(duì)它作品牌檢驗(yàn) define the brand print 形成品牌寫真 report back in one hours time 1小時(shí)后報(bào)告 4 ideas in a 360 world 360度世界中的idea unless your advertisin

38、g is built on a big idea it will pass like a ship in the night david ogilvy - how to create advertising that sells 360 is just a compass and an empty ocean without a big idea why 為什么？ 360 only works if there is a strong idea behind it 只有背后存在一個(gè)很強(qiáng)的idea時(shí)，360 才會(huì)起作 用 clients buy our ideas not our process

39、es 客戶買的是我們的ideas，而不是過程 we might want to show our wives our muscular bodies but not our exercise machines 我們想給妻子看的是我們健美的身體，而不是 我們練習(xí)時(shí)用的機(jī)器 unless we have a sense of what an idea is it is very hard to say whether any one idea is good or bad 除非我們知道什么是“idea”， 我們很難判斷 某個(gè)人的“idea”是好還是壞 the classic definition

40、bisociation of two or more previously unconnected thought matrices 兩個(gè)或多個(gè)以前不相關(guān)想法的組合 arthur koestler pareto didnt only think about 80/20 rules his definition. a new combination of old elements 舊元素的新組合 pareto a definition from the creative director of jwt in the nineteen twenties in advertising an idea

41、 results from a new combination of specific knowledge about products and people with general knowledge about life and events 在廣告中，idea來自于對(duì)產(chǎn)品知識(shí)的了解和 對(duì)生活和事件有常識(shí)的人兩部分的組合 james webb young putting the elements together. our definition我們的定義 an unexpected combination of different thoughts which puts a partic

42、ular thing in a new and involving context 不同想法的一個(gè)意想不到的組合，它將一個(gè)特定 的事物放在一個(gè)新的聯(lián)系中 st ra ng e or, to put it another way 或者從另一個(gè)角度 making the familiar 讓熟悉的事務(wù) and the strange familiar 和陌生的事物變得熟悉 think of some examples of ideas that grew out of combining familiar things in an unfamiliar way or 將熟悉的事物用不熟悉的方法組合

43、起來 seeing the familiar in an unfamiliar way 用不熟悉的方法看熟悉的事物 ibm idea unexpected users, everywhere, are enfranchised by technology 意想不到的使用者， 在任何地方，被技術(shù)賦予同樣的權(quán)利 putting this into the context of 360 degree brand thinking 將這些放在360度思考的框架內(nèi) challenge挑戰(zhàn) in order to meet our objective we have to 為了達(dá)到我們的目標(biāo)，我們必須.

44、brandprint品牌寫真 a description of the brands dna 品牌dna的描述 idea the unexpected combination of different thoughts which puts the brand in a new and involving context execution執(zhí)行 the techniques, properties and production values which convey the idea 可以傳達(dá)idea的技術(shù)、道具、制作等 ibm challenge挑戰(zhàn) ibm as the underlyin

45、g fabric of the information age ibm作為信息時(shí)代的基石 brandprint品牌寫真 magic i can trust 我可以相信的魔力 ibm idea unexpected users, everywhere, are enfranchised by technology 出乎意料的使用者, 在任何地方, 被技術(shù)賦予同樣 的權(quán)利 execution (advertising) 執(zhí)行(廣告) subtitles provide a vehicle for overlaying techno- speak on ordinary speak taking i

46、deas across disciplines or media translation - adaptation only 轉(zhuǎn)化 stretching - extending the idea in some 延展性 way, or using the new context to present the idea in a different light interplay 相互影響 - making the idea have impact in a different or deeper way execution 執(zhí)行 techniques are not ideas 技術(shù)不是ide

47、a demonstration展示 slice of life生活片斷 endorsement by personality 個(gè)性的背書 a property is an executional component that in time starts to signify the idea ideas and execution idea execution great 杰出 poor 較差 weak弱strong強(qiáng) seven secrets for great ideas 杰出的idea得七個(gè)秘訣 1. defining the characteristics of great ide

48、as in the abstract will not help you create one in the slightest 從理論上去定義杰出的idea的特性，不會(huì)幫助你創(chuàng)造出 杰出的idea。 2. the best ideas come out of a process of “emotional smothering” of the creative team 最好的idea來自于創(chuàng)意小組的“情感窒息” 3. the creator of the idea often does not always recognize it as such himself 杰出idea的創(chuàng)造者，經(jīng)

49、常自己無法辨識(shí)。 4. 5. 6. 7. seven secrets for great ideas there are a hundred stages during which good ideas can be lost, most of them internal 有很多階段，好的idea會(huì)被放棄， 大部分是在我們內(nèi)部 clients assess ideas relatively not absolutely 客戶不會(huì)絕對(duì)的評(píng)估相關(guān)的idea research can kill good ideas but it can also save them 調(diào)研可以殺死好的idea，但也可

50、以拯救它。 the best creative ideas become strategic ideas rather than vice versa 最好的創(chuàng)意idea可以成為策略idea，相反的情況則不多 5 where have we got to? 我們已經(jīng)知道什么？ we have interrogated the brand in a 360 way to find out its weaknesses - the challenge 我們已經(jīng)從360度角度審視品牌, 尋找它的弱點(diǎn)-品牌挑戰(zhàn) we have explored the subjective aspects of th

51、e brand to arrive at a brandprint 我們已經(jīng)發(fā)掘出品牌的主要方面, 形成品牌寫真 putting the brandprint together with the challenge sparks the idea 品牌寫真與品牌挑戰(zhàn)一起, 激發(fā)出品牌idea we now have to take the idea out into the world of the customer and maximise their involvement 我們必須將品牌idea帶入消費(fèi)者的世界, 讓品牌與消費(fèi)者的融 入度達(dá)到最大化 creating a brand wo

52、rld 創(chuàng)造一個(gè)品牌世界 idea points of contact 接觸點(diǎn) brand world 品牌世界 what we are trying to do differently 我們?cè)噲D有哪些不同的做法? conventional communication 傳統(tǒng)的傳播 single unconnected shots 單純無聯(lián)系 360 communicatio 360度的傳播 creates a brand world which involves the customer 創(chuàng)造一個(gè)融入消費(fèi)者 的品牌世界 an experience of the brand, not just

53、the delivery of a communication 品牌的體驗(yàn), 非僅僅 訊息的傳遞 greater involvement is about 較強(qiáng)的融入度是關(guān)于 intensity 密集度 a particular point of contact making the idea shine brighter and thus involving the customer more 可以讓品牌idea發(fā)光的接觸點(diǎn), 同時(shí)讓消費(fèi)者融入更深. interplay相互影響 different points of contact working together for greater

54、overall involvement 不同接觸點(diǎn)共同作用, 以達(dá)到最大的融入度. multiple connections 多維聯(lián)系 the idea connects with the customer in multiple ways - creating a sensory surround idea以多種方式與消費(fèi)者相連接, 創(chuàng)造整體感 受 in the different encounters the customer has with the brand at different points of contact 不同的接觸點(diǎn), 消費(fèi)者與品牌有不同的接觸狀況 we can cr

55、eate interplay between the encounters 我們可以創(chuàng)造它們之間的相互影響 we can use this interplay to intensify involvement 我們可以運(yùn)用這些相互影響加強(qiáng)品牌的融入度 launching a new low cost credit card :the old way 低費(fèi)用信用卡上市 (舊方式) launch tv commercial 上市電視廣告 simultaneous press conference 同時(shí)舉辦新聞發(fā)布會(huì) mail pack carries still from tvc 郵件外表來自tv

56、c this may be integration: it is not 360 thinking 這可能市整合的思考, 但不是360度的思考 launching a new low cost credit card: the new way 低費(fèi)用信用卡上市(新方式) in editorial columns, a specially commissioned external report on the high cost of borrowing receives high coverage - creating an issue 專欄創(chuàng)造話題 launch tv advertising

57、 majors on a new kind of low interest card - capitalizing on the concern 電視廣告形成關(guān)注 a mail shot makes an early bird offer and provides detailed competitive comparisons 郵件提供詳細(xì)的比較 interplay相互影響 creating an issuemaking 創(chuàng)造話題 low interest rates 低利率 offering a solution 提供解決 方案 an offer drtv interplay throug

58、h time 時(shí)間上的相互影響 level 1 create issue創(chuàng)造話題pr公關(guān)公關(guān)outdoor戶外戶外 posters海報(bào)海報(bào) 3 wks establish idea建立idea events事件事件 print ads平面平面 radio create desire創(chuàng)造需求 電臺(tái)電臺(tái) buses車身車身drtv level 2 inform & educate告知教育 drtv telemarketing電話行銷電話行銷 5 wks level 3 8 wks drive response 引導(dǎo)反應(yīng) activation & usage 行動(dòng)和使用 solicitation p

59、acks take-ones web-site 網(wǎng)站網(wǎng)站 fsi welcome pack welcome call balance transfer mgm membership rewards x-sell getting the brandteam together 集合所有品牌團(tuán)隊(duì)成員 the second point when the whole team have to meet, including mindshare 第二次所有成員必須參加, 包括傳立 a tank treatment to immerse ourselves in the world of the custo

60、mer 讓我們進(jìn)入消費(fèi)者的世界 and explore how the brand can get involved in peoples real lives 探究品牌如何更多融入人們的生活 close your eyes and imagine seeing a fish 閉上眼睛, 想象你正看到一條魚 now close your eyes again and imagine being a fish 現(xiàn)在再次閉上眼睛, 想象你自己變成一條魚 being a fish, not seeing a fish 變成魚, 而不是看著魚 points of contact 接觸點(diǎn) explore