品牌管理講座 2

Victoria’sSecret:ObjectiveGetmentobuywomen’sunderwear..讓男人去買女人的內(nèi)衣.…..asgiftsforwomen……作為給女人的禮物Sowherecanwefindattentivemen?哪里可以找到專心的男人？AndnowforsomethingcompletelydifferentFashionshow時(shí)裝秀Webcast網(wǎng)絡(luò)SuperbowladSuperbowl廣告Doaworld’sfirstandpubliciseit..開創(chuàng)先例，并且讓公眾知道LeadIdeasIntensificationbyweavingtheideastogether將不同的IDEA組織在一起Publiciseunheard-ofresponsetoworld’sfirstonlinefashionshowadvertisedduringtheSuperBowl 在Superbowl期間發(fā)布廣告，告知公眾世界上第一個(gè)網(wǎng)上市裝秀Problem:responselevelscrashedthesystem!難題： 系統(tǒng)崩潰！Summary小結(jié)Interplayandintensificationimproveresults 相互影響和強(qiáng)化提升最終結(jié)果BrandWorldisasensorysurroundthatmaximizesinvolvementthroughpickingpointsofcontactwhichwillintensifyinvolvementandworkingtheinterplaybetweenthem 品牌世界時(shí)一個(gè)感覺(jué)的世界，它通過(guò)選擇不同有相互影響的接觸點(diǎn)，加強(qiáng)消費(fèi)者對(duì)品牌的投入度DayinaLife,Snap,PointsofContactandtheStrategicImpactMatrixare360°tools 各種360度思考的工具GroupExercise3

分組練習(xí)Gobackintoyourgroups 回到你的小組ExploretheBrandWorldforyourbrand 發(fā)掘你們品牌的品牌世界

GeneratePointsofContactoptionsandevaluatethemusingtheStrategicImpactMatrix 產(chǎn)出接觸點(diǎn)并運(yùn)用策略矩陣加以評(píng)估Reportbackinonehourstime 1小時(shí)后報(bào)告Conclusion 結(jié)論DiscoveredtheChallengefacingthebrandina360DegreewayDescribedtheBrand’sDNAChallenge挑戰(zhàn)BrandPrint品牌寫真BrandWorld品牌世界CreatedaworldwhichmaximisestheinterplaybetweenthebrandanditscustomersatvariouspointsofcontactWhatWeHaveDone

我們學(xué)習(xí)了什么？

IdeaBrandAudit品牌牌檢檢驗(yàn)驗(yàn)BrandScan品牌牌掃掃描描Pointsofcontact接觸觸點(diǎn)點(diǎn)Gathered,orderedandinterpretedinformationaboutthebrandina360DegreewayUnderstoodtheuniquerelationshipbetweenthebrandanditscustomersDefinedtheareaswherethebrandcanintensifytheimpactithasonpeople’’slivesHowWeGotThere如如何何得得到到？？Sequence順順序序BrandScan品牌牌掃掃描描BrandAudit品牌牌檢檢驗(yàn)驗(yàn)Pointsofcontact接觸觸點(diǎn)點(diǎn)Challenge挑戰(zhàn)BrandPrint品牌寫真

IdeaBrandWorld品牌世界Executions執(zhí)行WhyWeHaveDoneIt為為什什么么我我們們這這樣樣做做？？Createdgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers在品品牌牌和和消消費(fèi)費(fèi)者者的的每每個(gè)個(gè)接接觸觸點(diǎn)點(diǎn)，，創(chuàng)創(chuàng)造造可可以以讓讓品品牌牌前前進(jìn)進(jìn)的的偉偉大大IDEASelectedtherichestpointsofcustomerinvolvementonwhichtofocusourefforts選擇擇消消費(fèi)費(fèi)者者投投入入度度最最高高的的接接觸觸點(diǎn)點(diǎn)，，讓讓我我們們將將力力量量集集中中在在那那里里Thus因因此此Improvedtherelationshipbetweenclientsandtheircustomers提升升客客戶戶和和他他們們消消費(fèi)費(fèi)者者之之間間的的關(guān)關(guān)系系IncreasedClientvalueintermsofmarketshare,profitandshareprice提升升客客戶戶的的價(jià)價(jià)值值，，通通過(guò)過(guò)市市場(chǎng)場(chǎng)份份額額、、利利潤(rùn)潤(rùn)和和股股價(jià)價(jià)AddedfutureClientvaluebydrivingnewopportunities通過(guò)驅(qū)動(dòng)新新的機(jī)會(huì)增增加客戶未未來(lái)的價(jià)值值A(chǔ)llowedustobewellpaidforusingourcreativityinthepursuitofthiscause讓我們有更更好的回報(bào)報(bào)WhyWeHaveDoneIt為為什么我們們這樣做？？Createdgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers在品牌和消消費(fèi)者的每每個(gè)接觸點(diǎn)點(diǎn)，創(chuàng)造造可以讓品品牌前進(jìn)的的偉大IDEASelectedtherichestpointsofcustomerinvolvementonwhichtofocusourefforts選擇消費(fèi)者者投入度最最高的接觸觸點(diǎn)，讓讓我們將力力量集中在在那里Thus因因此Improvedtherelationshipbetweenclientsandtheircustomers提升客戶和和他們消費(fèi)費(fèi)者之間的的關(guān)系IncreasedClientvalueintermsofmarketshare,profitandshareprice提升客戶的的價(jià)值，通通過(guò)市場(chǎng)份份額、利潤(rùn)潤(rùn)和股價(jià)AddedfutureClientvaluebydrivingnewopportunities通過(guò)驅(qū)動(dòng)新新的機(jī)會(huì)增增加客戶未未來(lái)的價(jià)值值A(chǔ)llowedustobewellpaidforusingourcreativityinthepursuitofthiscause讓我們有更更好的回報(bào)報(bào)WasItWorthit?它它值得嗎嗎？

Istherea360DegreePlus?Isthereinterplaybetweentheelements?在主要要元素素健是是否有有相互互影響響？Areweintensifyingtheidea?IDEA有增強(qiáng)強(qiáng)嗎？？Isitpracticalandaffordable?它實(shí)際際嗎？？負(fù)擔(dān)擔(dān)得起起嗎？？Willitbuildthebrand?它是否否會(huì)建建立品品牌？？IfnotstartagainPuttingItAllTogether將將所有有的東東西放放在一一起Drawamaptoshowhoweverythingfitstogether畫個(gè)圖圖看一一下，，每件件事如如何相相互配配合Thinkhowyoucancommunicatetoyourclientinacompellingway想一下下，如如何何與你你的客客戶溝溝通CurrentRetrospectiveCases案案例回回顧AmexBlueinSingaporeAMildinIndonesiaIBMebusinessinChinaLeftBankCaféinTaiwanMildSevenInChinaMiloinThailandPond’’sPoreStripinthePhilippinesSanyuanMilkinChinaSpeedPostinHongKongKotexWhiteinKorea2.Talktoeachother彼此交交談3.Knowenough足夠了了解1.Attitude,Attitude,Attitude態(tài)度7.Justdoit4.Focusonoutputnotprocess重點(diǎn)是是產(chǎn)出出不是過(guò)過(guò)程6.Rebuildtheplaneasyouflyit5.Dothingsdifferently做些不不一樣樣的事情情Keymessagestotakefromfromthissession本次課課程的的主要訊訊息Closing結(jié)束束語(yǔ)360DegreeBrandingismorecomplicatedbutnotthatcomplicated360度有點(diǎn)點(diǎn)復(fù)雜雜，但但并不不是很很復(fù)雜雜Thebasisistwogroupmeetings-frontandback基礎(chǔ)是是兩次次團(tuán)隊(duì)隊(duì)的會(huì)會(huì)議（（前期期和后后期））Itdoesn’’thappennaturally它不會(huì)會(huì)自然然的發(fā)發(fā)生Thebigenemyisintegration最大的的敵人人是整整合RedFireisthepassionthatdrivesus紅色火火焰是是驅(qū)動(dòng)動(dòng)我們們的熱熱情Pre-eminentcreativeforce卓越的的創(chuàng)意意力量量Bestpeople最好的的人員員Mostvaluedbythosewhomostvaluebrands被珍惜惜品牌牌的人人所賞賞識(shí)360DegreewithoutRedFirerevertsbacktointegration沒(méi)有紅紅色火火焰的的360度度將會(huì)會(huì)回到到整合合的階階段ToBeSuccessfulat360DegreeBrandingYouHavetoBeClearAbout要要成成功運(yùn)運(yùn)用360度品品牌思思考，，我么么必須須清楚楚Think360Degreefromthebeginning從一開開始就就從360度角角度思思考問(wèn)問(wèn)題360Degreethinkingisnotlinear360度思考考不是是線性性的focusonoutputnotprocess重點(diǎn)在在產(chǎn)出出，而而不是是過(guò)程程don’tthinkaboutitasfillingoutaformorslavishlyfollowingaprocess不要看看作填填表或或跟隨隨流程程Thinkintheround-everythingconnectswitheverythingelse每件事情情之間都都有聯(lián)系系Thefinalcommunicationsprogrammemaynotnecessarilyuseallthedisciplinesavailable-onlythosethatareappropriate最終傳播播活動(dòng)可可能不會(huì)會(huì)用到所所有的方方法，會(huì)會(huì)選擇哪哪些最合合適的方方法BiggestRecipeforDisaster導(dǎo)導(dǎo)致災(zāi)災(zāi)難的最最大因素素Believingitisanendinitselflosingsightoftheendresultbygettingobsessedwiththeprocess失去對(duì)結(jié)結(jié)果的預(yù)預(yù)見(jiàn)，沉沉迷在過(guò)過(guò)程中thinkingthatthejobcanbedoneifwejustanswerasetofquestionsandcompleteasetofforms認(rèn)為僅僅僅回答一一系列問(wèn)問(wèn)題，填填完一些些列表格格，工作作就可以以完成OtherRecipesforDisaster其其他導(dǎo)致致災(zāi)難的的因素FeelingthatitisquickerifwedoitbyourselveswithoutinvolvingtheBrandTeam認(rèn)為自己己進(jìn)行比比整個(gè)團(tuán)團(tuán)隊(duì)作業(yè)業(yè)更快Generatinglistsofeverythingthatcouldbedonewithoutprioritisingthoseelementsthatwillworktogethertogetthebrandmoreinvolvedinpeoples’reallives羅列每件件事情，，不從品品牌融入入消費(fèi)者者生活的的角度來(lái)來(lái)考慮優(yōu)優(yōu)先順序序Seeing360Degreeascross-sellingorjustcarvingupabudget將360度看作作跨領(lǐng)域域銷售或或僅僅作作為瓜分分預(yù)算的的方法WasItWorthit?它值值得嗎？？

Istherea360DegreePlus?Isthereinterplaybetweentheelements?在主要元元素健是是否有相相互影響響？Areweintensifyingtheidea?IDEA有增強(qiáng)嗎嗎？Isitpracticalandaffordable?它實(shí)際嗎嗎？負(fù)擔(dān)擔(dān)得起嗎嗎？Willitbuildthebrand?它是否會(huì)會(huì)建立品品牌？IfnotstartagainPuttingItAllTogether將將所有的的東西放放在一起起Drawamaptoshowhoweverythingfitstogether畫個(gè)圖看看一下，，每件事事如何相相互配合合Thinkhowyoucancommunicatetoyourclientinacompellingway想一下，，如何何與你的的客戶溝溝通CurrentRetrospectiveCases案案例回回顧AmexBlueinSingaporeAMildinIndonesiaIBMebusinessinChinaLeftBankCaféinTaiwanMildSevenInChinaMiloinThailandPond’sPoreStripinthePhilippinesSanyuanMilkinChinaS