度品牌管理四

Victoria’sSecret:ObjectiveGetmentobuywomen’sunderwear..讓男人去買女人的內衣.…..asgiftsforwomen……作為給女人的禮物Sowherecanwefindattentivemen?哪里可以找到專心的男人？AndnowforsomethingcompletelydifferentFashionshow時裝秀Webcast網(wǎng)絡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網(wǎng)上市裝秀Problem:responselevelscrashedthesystem!難題： 系統(tǒng)崩潰！Summary小結Interplayandintensificationimproveresults 相互影響和強化提升最終結果BrandWorldisasensorysurroundthatmaximizesinvolvementthroughpickingpointsofcontactwhichwillintensifyinvolvementandworkingtheinterplaybetweenthem 品牌世界時一個感覺的世界，它通過選擇不同有相互影響的接觸點，加強消費者對品牌的投入度DayinaLife,Snap,PointsofContactandtheStrategicImpactMatrixare360°tools 各種360度思考的工具GroupExercise3

分組練習Gobackintoyourgroups 回到你的小組ExploretheBrandWorldforyourbrand 發(fā)掘你們品牌的品牌世界GeneratePointsofContactoptionsandevaluatethemusingtheStrategicImpactMatrix 產出接觸點并運用策略矩陣加以評估Reportbackinonehourstime 1小時后報告Conclusion 結論DiscoveredtheChallengefacingthebrandina360DegreewayDescribedtheBrand’sDNAChallenge挑戰(zhàn)BrandPrint品牌寫真BrandWorld品牌世界CreatedaworldwhichmaximisestheinterplaybetweenthebrandanditscustomersatvariouspointsofcontactWhatWeHaveDone

我們學習了什么？

IdeaBrandAudit品牌牌檢檢驗驗BrandScan品牌牌掃掃描描Pointsofcontact接觸觸點點Gathered,orderedandinterpretedinformationaboutthebrandina360DegreewayUnderstoodtheuniquerelationshipbetweenthebrandanditscustomersDefinedtheareaswherethebrandcanintensifytheimpactithasonpeople’’slivesHowWeGotThere如何得到？Sequence順序BrandScan品牌掃描BrandAudit品牌檢驗Pointsofcontact接觸點Challenge挑戰(zhàn)BrandPrint品牌寫真

IdeaBrandWorld品牌世界Executions執(zhí)行WhyWeHaveDoneIt為什么我們這這樣做？Createdgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers在品牌和消費費者的每個接接觸點，創(chuàng)創(chuàng)造可以讓品品牌前進的偉偉大IDEASelectedtherichestpointsofcustomerinvolvementonwhichtofocusourefforts選擇消費者投投入度最高的的接觸點，讓讓我們將力力量集中在那那里Thus因此Improvedtherelationshipbetweenclientsandtheircustomers提升客戶和他他們消費者之之間的關系IncreasedClientvalueintermsofmarketshare,profitandshareprice提升客戶的價價值，通過市市場份額、利利潤和股價AddedfutureClientvaluebydrivingnewopportunities通過驅動新的的機會增加客客戶未來的價價值Allowedustobewellpaidforusingourcreativityinthepursuitofthiscause讓我們有更好好的回報WhyWeHaveDoneIt為什么我們這這樣做？Createdgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers在品牌和消費費者的每個接接觸點，創(chuàng)創(chuàng)造可以讓品品牌前進的偉偉大IDEASelectedtherichestpointsofcustomerinvolvementonwhichtofocusourefforts選擇消費者投投入度最高的的接觸點，讓讓我們將力力量集中在那那里Thus因此Improvedtherelationshipbetweenclientsandtheircustomers提升客戶和他他們消費者之之間的關系IncreasedClientvalueintermsofmarketshare,profitandshareprice提升客戶的價價值，通過市市場份額、利利潤和股價AddedfutureClientvaluebydrivingnewopportunities通過驅動新的的機會增加客客戶未來的價價值Allowedustobewellpaidforusingourcreativityinthepursuitofthiscause讓我們有更好好的回報WasItWorthit?它值得嗎？Istherea360DegreePlus?Isthereinterplaybetweentheelements?在主要元素健健是否有相互互影響？Areweintensifyingtheidea?IDEA有增強嗎？Isitpracticalandaffordable?它實際嗎？負負擔得起嗎？？Willitbuildthebrand?它是否會建立立品牌？IfnotstartagainPuttingItAllTogether將所有的東西西放在一起Drawamaptoshowhoweverythingfitstogether畫個圖看一下下，每件事如如何相互配合合Thinkhowyoucancommunicatetoyourclientinacompellingway想一下，如如何與你的客客戶溝通CurrentRetrospectiveCases案例回顧AmexBlueinSingaporeAMildinIndonesiaIBMebusinessinChinaLeftBankCaféinTaiwanMildSevenInChinaMiloinThailandPond’sPoreStripinthePhilippinesSanyuanMilkinChinaSpeedPostinHongKongKotexWhiteinKorea2.Talktoeachother彼此交談3.Knowenough足夠了解1.Attitude,Attitude,Attitude態(tài)度7.Justdoit4.Focusonoutputnotprocess重點是產出不是過程6.Rebuildtheplaneasyouflyit5.Dothingsdifferently做些不一樣的事情Keymessagestotakefromfromthissession本次課程的主要訊息Closing結束語360DegreeBrandingismorecomplicatedbutnotthatcomplicated360度有點復雜，，但并不是很很復雜Thebasisistwogroupmeetings-frontandback基礎是兩次團團隊的會議（（前期和后期期）Itdoesn’thappennaturally它不會自然的的發(fā)生Thebigenemyisintegration最大的敵人是是整合RedFireisthepassionthatdrivesus紅色火焰是驅驅動我們的熱熱情Pre-eminentcreativeforce卓越的創(chuàng)意力力量Bestpeople最好的人員Mostvaluedbythosewhomostvaluebrands被珍惜品牌的的人所賞識360DegreewithoutRedFirerevertsbacktointegration沒有紅色火焰焰的360度度將會回到整整合的階段ToBeSuccessfulat360DegreeBrandingYouHavetoBeClearAbout要成功運用360度品牌牌思考，我么么必須清楚Think360Degreefromthebeginning從一開始就從從360度角角度思考問題題360Degreethinkingisnotlinear360度思考不是線線性的focusonoutputnotprocess重點在產出，，而不是過程程don’tthinkaboutitasfillingoutaformorslavishlyfollowingaprocess不要看作填表表或跟隨流程程Thinkintheround-everythingconnectswitheverythingelse每件事情之間間都有聯(lián)系Thefinalcommunicationsprogrammemaynotnecessarilyuseallthedisciplinesavailable-onlythosethatareappropriate最終傳播活動動可能不會用用到所有的方方法，會選擇擇哪些最合適適的方法BiggestRecipeforDisaster導致災難的最最大因素Believingitisanendinitselflosingsightoftheendresultbygettingobsessedwiththeprocess失去對結果的的預見，沉迷迷在過程中thinkingthatthejobcanbedoneifwejustanswerasetofquestionsandcompleteasetofforms認為僅僅回答答一系列問題題，填完一些些列表格，工工作就可以完完成OtherRecipesforDisaster其他導致災難難的因素FeelingthatitisquickerifwedoitbyourselveswithoutinvolvingtheBrandTeam認為自己進行行比整個團隊隊作業(yè)更快Generatinglistsofeverythingthatcouldbedonewithoutprioritisingthoseelementsthatwillworktogethertogetthebrandmoreinvolvedinpeoples’reallives羅列每件事情情，不從品牌牌融入消費者者生活的角度度來考慮優(yōu)先先順序Seeing360Degreeascross-sellingorjustcarvingupabudget將360度看看作跨領域銷銷售或僅僅作作為瓜分預算算的方法WasItWorthit?它值得嗎？Istherea360DegreePlus?Isthereinterplaybetweentheelements?在主要元素健健是否有相互互影響？Areweintensifyingtheidea?IDEA有增強嗎？Isitpracticalandaffordable?它實際嗎？負負擔得起嗎？？Willitbuildthebrand?它是否會建立立品牌？IfnotstartagainPuttingItAllTogether將所有的東西西放在一起Drawamaptoshowhoweverythingfitstogether畫個圖看一下下，每件事如如何相互配合合Thinkhowyoucancommunicatetoyourclientinacompellingway想一下，如如何與你的客客戶溝通CurrentRetrospectiveCases案例回顧AmexBlueinSingaporeAMildinIndonesiaIBMebusinessinChinaLeftBankCaféinTaiwanMildSevenInChinaMiloinThailandPond’sPoreStripinthePhilippinesSanyuanMilkinChinaSpeedPostinHongKongKotexWhiteinKorea2.Talktoeachother彼此交交談3.Knowenough足夠了了解1.Attitude,Attitude,Attitude態(tài)度7.Justdoit4.Foc