度品牌管理 二

1360DegreesBrandCascadeJune30th-July1stShanghaiDoYouFeelThatYouAre…….

你是否覺(jué)得你是…...Intherightindustry? 在一個(gè)正確的行業(yè)工作?Withtherightagency? 在一個(gè)正確的公司工作?Attherighttime? 在正確的時(shí)間?360DegreeBrandingisaterrificopportunityforourbrands,ourclients&forourselves對(duì)品牌、客戶(hù)和我們自己而言，360度品牌管理是一個(gè)巨大的機(jī)會(huì)

IndividualPre-sessionExercise:

FramingtheAgenda

個(gè)人練習(xí)：Basedonwhatyouknownowabout360DegreeBranding,writedownonthecardwhatyoubelievetobethethreekeyissuesweneedtoaddresstobesuccessful

基于你對(duì)360度品牌管理的了解，在卡片上寫(xiě)下你認(rèn)為帶來(lái)成功的三個(gè)主要觀點(diǎn)Anissueissomethingwehavetodosomethingabout觀點(diǎn)是一些我們必須要做的事情,它包含Anopportunity機(jī)會(huì)Aproblem問(wèn)題Abalanceweneedtomakebetweentwoormorethings在幾件事情之間我們需要做的平衡Agenda

議程Introduction-thewhyandthewhat 為什么會(huì)有360度，什么是360度TheHow-fourpartsof360thinking 如何運(yùn)用（360度思考的四個(gè)部分）Challenge

挑戰(zhàn)BrandPrint品牌寫(xiě)真Idea想法BrandWorld

品牌世界Why360DegreeBranding? 為什么產(chǎn)生360度品牌管理？WorldwideTaskForceReport:TwoYearsAgoWeoperateinsilos 我們?cè)诰凶鳂I(yè)Ourbusinessisbeingpusheddownstream 我們的事業(yè)正走向下游ManagementconsultancythreatwithCEOlevelcontacts 管理顧問(wèn)公司威脅到CEO層面的接觸Recommendation

建議Focustheagencyon360DegreeBrandingasawayofaddingvalueandgettingbackupstream將公司集中到360度品牌思考,以增加我們的價(jià)值,讓事業(yè)重新走向上游DirectrelatedtonewdistributionHighendPRCEOBrandManager品牌經(jīng)理MarketingDirector行銷(xiāo)總監(jiān)Strategic策略的Operational運(yùn)作的Tactical戰(zhàn)術(shù)的DirectAdvertisingSales

PromotionLowendPRNeeds需求Weareintheknowledgebusiness 我們處在一個(gè)需要知識(shí)的行業(yè)

Weneedmoreknowledge 我們需要更多的知識(shí)Weareintheideasbusiness 我們處在一個(gè)需要想法的行業(yè)

Weneedmoreideas 我們需要更多的想法Weareinthebrandbusiness 我們處在一個(gè)建立品牌的行業(yè)

Weneedmoreinfluenceonthetotalbrand 我們需要在整個(gè)品牌上有更多的影響力

WhatSortofCompanyDoWeWanttoBe?

我們希望成為一個(gè)怎樣的公司？TheUnlimitedBrandCompany無(wú)限品牌公司UnlimitedWecrossdisciplinesina360Degreeway通過(guò)360度度思考跨越專(zhuān)專(zhuān)業(yè)Wecrossborders跨越邊界Wechallengebarriers挑戰(zhàn)障礙Wetakeitallthewaythrough我們?nèi)轿贿\(yùn)運(yùn)用Insight...Ideas...Execution...Evaluation洞察…IDEA…執(zhí)執(zhí)行…評(píng)估Webuildthebrandtoitsfullpotential我們將品牌建建立至極限Imagineallcommunicationsreflectingthesamedeepinsight試想一下,所有的傳播都反映到相同深度的洞察Imagineallmediacontributingtothecampaignasawhole試想一下,所有媒介都整體貢獻(xiàn)在傳播活動(dòng)上SinceThatInitialTaskForce:WorldwideAbsorbphilosophy吸收哲學(xué)Periodofdebate-keepindividualdisciplines保持獨(dú)立的原原則Experimentsonhowtoworktogetherdifferently嘗試如何共同同協(xié)作Gainsonkeyaccounts來(lái)自重要客戶(hù)戶(hù)的經(jīng)驗(yàn)AmexbusinesspartnershipAmex商業(yè)伙伴IBMincreaseshareofclienttotalbudget(keymeasure)AdverOnetoPublicDesign/Media-tisingOneRelationsIdentityPromotionBuyingAustralia?? ???Bangladesh??China?? ??? ???HongKong?? ? ??? ???India?? ??? ??? ?Indonesia?? ? ???????Japan?? ?Malaysia ??? ??? ???NewZealand ? ?????Pakistan ???Philippines ? ?????Singapore?? ? ??? ???SouthKorea ? ?????SriLanka?? ?Taiwan ? ??? ?????Thailand ??? ?????Vietnam ?OgilvyResourcesinAsiaPacific

奧美在在亞太區(qū)的資資源StructuralandAttitudinalObstaclestoImplementing360DegreeBranding實(shí)行360度度品牌管理的的障礙Threetoolstohelpremovetheobstacles三個(gè)幫助消除除障礙的工具具Changedstructure改變的結(jié)構(gòu)BrandTeams品牌團(tuán)隊(duì)BrandProfit&Loss(P&L)品牌損益CREATIVE（創(chuàng)意）Adv廣告Finance,AdminandITpartners（財(cái)務(wù)、行政、、IT部門(mén)）SalesPromotion銷(xiāo)售推廣Head主管Head主管Head主管Head主管One直效行銷(xiāo)PublicRelations公共關(guān)系Identity視覺(jué)設(shè)計(jì)Head主管HEADOFCOUNTRY（地區(qū)主管）IMAGINEERSMulti-disciplinaryBrandTeams

多元化品牌團(tuán)隊(duì)ConsultingAgreedStructurefora360DegreeAgency（（360度代代理商的結(jié)構(gòu)構(gòu)）TheBrandTeam品品牌團(tuán)隊(duì)Aleaderwholeads一個(gè)品牌領(lǐng)導(dǎo)導(dǎo)者Teammemberswhoconnect接觸緊密的成成員Sittingtogether,ideally理想狀況下，，應(yīng)該坐在一一起TheBrandP&L品牌損益Shareofclienttarget分享客戶(hù)的目目標(biāo)AP&Lwhichreportshorizontally垂直報(bào)告的損損益Jobstrackedatanindividuallevel工作遵循獨(dú)立立的層面Incomedistributedandprofitdistributedprorataversushoursspent收入和利潤(rùn)根根據(jù)時(shí)間花費(fèi)費(fèi)進(jìn)行分配Finance,AdminandITpartnersHeadHeadHeadHeadHeadHEADOFCOUNTRYMulti-disciplinaryBrandTeamsConsultingIMAGINEERSAdvSalesPromotionOnePublicRelationsIdentityCREATIVEBrandP&L品牌損益CountryP&L地區(qū)損益益AgreedStructurefora360DegreeAgency（360度代代理商結(jié)結(jié)構(gòu)）What360DegreeDoesForUs360度可以為為我們做做什么？？WhatistheTerritoryofaBrand?一一個(gè)品品牌的版版圖是什什么？Sixincheswide6英寸寬GreyandwetMysteriousLineextensions產(chǎn)品延伸Salespromotion促銷(xiāo)活動(dòng)Serviceexperience服務(wù)經(jīng)驗(yàn)Wordofmouth口碑Receptionistsstyle接待人員的風(fēng)格Prejudices偏見(jiàn)Quality質(zhì)量Designandcolour設(shè)計(jì)和色彩Packaging包裝Retailenvironment零售環(huán)境Deliverytrucks送貨車(chē)Yourshowrooms展示廳Corporatereputation企業(yè)聲譽(yù)Telemarketingscripts電話(huà)行銷(xiāo)記錄Taste口味Price價(jià)格ThewaythetelephoneisansweredSocialattitudes社會(huì)態(tài)度Collectivememory記憶累計(jì)Governmentendorsement政府認(rèn)可Newsmedia新聞媒體Employeerelations雇員關(guān)系A(chǔ)BrandIsTheTotalityOfWhatTheCustomerExperiences一個(gè)品牌牌是消費(fèi)費(fèi)者所經(jīng)經(jīng)歷的總總和In360Degree

在360度度過(guò)程中中Youhavetoanticipateeveryencounteracustomerisgoingtohavewithyourbrand你必須預(yù)預(yù)見(jiàn)消費(fèi)費(fèi)者與品品牌的每每一次接接觸機(jī)會(huì)會(huì)Youmustcustomizethemessageforeachencounter針對(duì)每一一次機(jī)會(huì)會(huì)，設(shè)計(jì)計(jì)需要傳傳達(dá)的信信息Youarearrangingtheencounterstomakesuretheyenrichthecustomer‘soverallexperiencewithabrand設(shè)計(jì)安排排這樣的的機(jī)會(huì)，，以保證證可以增增加消費(fèi)費(fèi)者與品品牌的經(jīng)經(jīng)驗(yàn)A360DegreeBrandScrapsandStrawsThatAdduptotheMostValuableAssetaCompanyHas360DegreeBrandStewardship

360度品品牌管家家Createsgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers創(chuàng)造偉大大的“IDEA”，讓我們的的品牌在在與消費(fèi)費(fèi)者的每每一次接接觸中都都可以向向前發(fā)展展Selectstherichestpointsofcustomerinvolvementonwhichtofocusourefforts選擇最有有效的接接觸點(diǎn)，，將我們們的努力力集中在在這些方方面360DegreeBrandStewardship360度品牌牌管家Improvestherelationshipbetweenclientsandtheircustomers增強(qiáng)客戶(hù)戶(hù)和消費(fèi)費(fèi)者之間間的關(guān)系系IncreasesClientvalueintermsofmarketshare,profitandshareprice增加客戶(hù)戶(hù)的市場(chǎng)場(chǎng)份額，，利潤(rùn)和和股票價(jià)價(jià)格AddsfutureClientvaluebydrivingnewopportunities通過(guò)驅(qū)動(dòng)動(dòng)新的機(jī)機(jī)會(huì)來(lái)增增加未來(lái)來(lái)客戶(hù)價(jià)價(jià)值A(chǔ)llowsustobewellpaidforusingourcreativityinthepursuitofthiscause讓我們得得到更好好的利潤(rùn)潤(rùn)回報(bào)Our360DegreeBrandThinking360度度品牌思思考Cracksthenon-traditionalcustomerinSingaporeGeneratesprofitsfromdreamsinTaipeiMilkssportforallitisworthinThailandSilencesaWhisperwithconfidenceinKoreaMakesmoneyoutofstripteaseinthePhilippinesTurnsanadvertisingpropertyintoapopulistsloganinIndonesiaDiscoversthepowerofselfdiscoveryinChinaIntheBeginningWasaBlankSheetofWhitePaperonWhichaPressAdWasWritten最初的廣廣告是寫(xiě)寫(xiě)在報(bào)紙紙上的平平面廣告告AlongCameTVWhichWorkedtotheSameBasicShape伴隨電視視的誕生生，廣告告工作仍仍然保持持基本形形狀SoHeadsStartedtoBecometheSameShape因因此，頭頭腦也逐逐漸變成成同樣的的形狀ToFittheBriefsWhichWeretheSameShape-SquarePegsIntoSquareHoles以以適應(yīng)應(yīng)同樣形形狀的廣廣告簡(jiǎn)報(bào)報(bào)SoAdmanLookedLikeThis

所以以，廣告告人看起起來(lái)都是是這個(gè)樣樣子的ThenAlongCameSomeOtherSortsofBriefs隨著其他他類(lèi)型簡(jiǎn)簡(jiǎn)報(bào)的產(chǎn)產(chǎn)生Direct直效行銷(xiāo)銷(xiāo)PublicRelations公共關(guān)系系SoDifferentShapedHeadsWereRequired導(dǎo)致對(duì)不不同形狀狀頭腦的的需求ToMakeuptheFullOrchestraofDisciplines為為建立整整個(gè)管弦弦樂(lè)隊(duì)SpecialisationCanCreateWalls&Silos專(zhuān)專(zhuān)業(yè)化化創(chuàng)造墻墻和井Silo?井井？Alargetowerforthestorageofgrainorcement一個(gè)儲(chǔ)藏藏谷物或或水泥的的塔形建建筑Nowindowstolookinoroutof沒(méi)有窗可可以從里里面看到到外面或從里面面看到外外面PlusOtherSortsofBriefs加加上其他他類(lèi)型的的簡(jiǎn)報(bào)OldIntegration以以前的的整合Eachdisciplinesitsinasilo每個(gè)專(zhuān)業(yè)業(yè)都坐在在井里面面Strategyisdevelopedinaleaddiscipline(usuallyadvertising)策略在主主導(dǎo)專(zhuān)業(yè)業(yè)中發(fā)展展（通常常是廣告告）Theleaddisciplinedevelopsitsidea(usuallytelevision)主導(dǎo)專(zhuān)業(yè)業(yè)發(fā)展它它的“IDEA”（通常是電電視）Otherdisciplinesaregiventheideaandaskedfollowittoproduceauniformlookandfeel(usuallyveryclosetoadeadline)其他專(zhuān)業(yè)業(yè)在既定定的“IDEA”下，被被要求根根據(jù)它發(fā)發(fā)展統(tǒng)一一的外觀觀和感受受（通常常離最后后期限很很接近））What’sChanged引引起哪些些變化？？Risingcostoftelevision抬高電視視的費(fèi)用用Mediafragmentation媒介破碎碎分離Newmedia-Internet,cable,videoondemand新媒體的的誕生互聯(lián)網(wǎng)網(wǎng)、有線(xiàn)線(xiàn)電視、、點(diǎn)播錄錄像Importanceofendorsement背書(shū)的重重要性Searchforbettervaluefrombrandspending在品牌投投資中尋尋求更好好的價(jià)值值WeNeedtoChangetheShapeofOurHeadstoApproach360DegreeBrandThinking為實(shí)行360品品牌思考考，我們們需要改改變我們們頭腦的的形狀?TheNew360DegreeBrandingApproach新新的360度度品牌建建立方式式WorkasaBrandTeamfromthestartsothinkingdevelopsinadiscipline-richwayandisanchoredintheBrandPrint開(kāi)始即以以品牌團(tuán)團(tuán)隊(duì)進(jìn)行行工作，，在一個(gè)個(gè)原則下下進(jìn)行思思考多樣的的方法，，以品牌牌寫(xiě)真為為依據(jù)ComeupwithabigIdea產(chǎn)出一個(gè)個(gè)“BIGIDEA”Chosepointsofcontacttointensifytheinvolvementofthebrandinpeople’’slives選擇接觸觸點(diǎn)，加加強(qiáng)品牌牌在人們們生活中中的融入入度TheNew360DegreeBrandingApproach新新的360度度品牌建建立方式式EnsureinterplaybetweenallexecutionalelementstobringtheBrandIdeaalivewhether確保所有有可執(zhí)行行元素間間的相互互影響，，以使使品牌IDEA誕生，無(wú)無(wú)論single,dualormultipledisciplinesareused是否運(yùn)用用到單一一、雙重重還是多多元的專(zhuān)專(zhuān)業(yè)Ogilvycompaniesdeliveralltheexecutionsornot是否所有有的執(zhí)行行工作都都由奧美美的公司司完成Thebestchanceofbeing360Degreeiswhenyouhaveaverystrongidea.Ifit’’sstrong,itwillstarttohappennaturally“成為360度度的最大大機(jī)會(huì)是是當(dāng)你有有一個(gè)很很強(qiáng)的IDEA，如果IDEA夠強(qiáng)，它它會(huì)很很自然成成為360度度。”ShellyLazarusToGoAlongWithOurNewHeadsWeNeed為為了配合合我們的的新頭腦腦，我們們需要：：Stimulitoprovokenewthinking激發(fā)新思思維的工工具Newwaysofworkingtogetherthat新的協(xié)作作方式usethefullresourcesoftheBrandTeam運(yùn)用品牌牌團(tuán)隊(duì)的的所有資資源avoidwheel-spinningandduplicationofeffort避免重復(fù)復(fù)勞動(dòng)maximiseourcreativity最大化我我們的創(chuàng)創(chuàng)造力ToGoAlongWithOurNewHeadsWeNeed為為了配合合我們的的新頭腦腦，我們們需要：：Practicetoensurewecan鍛煉可以以保證我我們picktheroughdiamondsfromtherivergravel在沙礫中中篩選出出鉆石cutandpolishthemtogiveourbrandstruebrilliance切割、打打磨，給給予我們們的品牌牌真正的的光彩Casestoinspireusalongtheway案例可以以激發(fā)我我們BiggestRecipeforDisaster導(dǎo)導(dǎo)致災(zāi)災(zāi)難的最最大因素素Believingitisanendinitselflosingsightoftheendresultbygettingobsessedwiththeprocess喪失對(duì)結(jié)結(jié)果的預(yù)預(yù)見(jiàn)，沉沉迷在過(guò)過(guò)程中間間thinkingthatthejobcanbedoneifwejustanswerasetofquestionsandcompleteasetofforms認(rèn)為僅僅僅回答一一系列問(wèn)問(wèn)題，填填完一些些表格即即可讓工工作得以以完成OtherRecipesforDisaster其其他導(dǎo)致致災(zāi)難的的因素FeelingthatitisquickerifwedoitbyourselveswithoutinvolvingtheBrandTeam認(rèn)為自己己個(gè)人作作業(yè)要比比品牌團(tuán)團(tuán)隊(duì)作業(yè)業(yè)來(lái)得快快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(xiāo)售或或僅僅作作為瓜分分預(yù)算的的方法DifferencesBetweenOldFashionedIntegrationand360DegreeBrandThinking360度品牌思思考與整整合概念念的差異異性Integration整合Laundrylistofopportunitiesallofwhichwouldbenicetodobutdon’tnecessarilysolvethecriticalissue羅列所有有的機(jī)會(huì)會(huì)點(diǎn)，有有些可能能還不錯(cuò)錯(cuò)，但并并不是解解決關(guān)鍵鍵問(wèn)題所所需要的的Nostrategicguidingprinciple沒(méi)有策略略指導(dǎo)原原則IdeaactsassuperficialbadgingdeviceIDEA僅作為表表面的東東西360DegreeBrandThinkingSolvingthecriticalchallengeofthebrand解決品牌牌面臨的的主要挑挑戰(zhàn)Operatingwithinastrategicframework,withdifferentrolestoachievethegoal在策略框框架下運(yùn)運(yùn)作，從從不同角角度達(dá)到到目的Drivenbyanidea,whichitextends以可延伸伸的IDEA為指導(dǎo)WeAssumeThatWeHaveAlreadyDoneOurHomework我們假設(shè)設(shè)我們已已經(jīng)做完完我們?cè)撛撟龅墓φnSomeagenciesscornresearch,marketingandhomework.TheyskidaroundonthesurfaceofirrelevantbrillianceAtOgilvyweaskyoutodoyourhomeworkandcreatebrilliantcampaignsDavidOgilvySequenceOf360DegreeBrandThinking

360度品牌思思考的順序序In360Degreethinkingeverythingconnectswitheverythingelse在360度度思考中，，每件事情情之間都有有關(guān)聯(lián)Thereisanaturalsequencefortheteamtomovethrough存在一個(gè)自自然順序Butweneedtocheckbacktoinsightsfrompreviousstagestoprovidestimulusandensurethateverythingfitstogetherandisconsistent但我們?nèi)匀蝗恍枰皇鞘腔仡櫱半A階段的洞察察，以提供供刺激材料料和確保每每件事配合合得很好，，確保他們們的一致性性。TheElements主主要元素素BrandScan品牌掃描BrandAudit品牌檢驗(yàn)Pointsofcontact接觸點(diǎn)Challenge挑戰(zhàn)BrandPrint品牌寫(xiě)真

IdeaBrandWorld品牌世界Executions執(zhí)行DiscovertheChallengefacingthebrandina360Degreeway從360度度的角度，，發(fā)掘品牌面臨的的挑戰(zhàn)DescribetheBrand’sDNA描述品牌的的DNAChallenge挑戰(zhàn)BrandPrint品牌寫(xiě)真BrandWorld品牌世界Createaworldwhichmaximisestheinterplaybetweenthebrandanditscustomersatvariouspointsofcontact創(chuàng)造一個(gè)世世界，讓品品牌和它的的消費(fèi)者之之間在各個(gè)個(gè)不同接觸觸點(diǎn)的相互互影響達(dá)到到最大化WhatWeNeedIdeaBrandAudit品牌檢驗(yàn)BrandScan品牌掃描Pointsofcontact接觸點(diǎn)Gathering,orderingandinterpretinginformationaboutthebrandina360Degreeway從360度度的角度，，收集、整整理、解釋釋關(guān)于品牌牌的各種訊訊息Understandingtheuniquerelationshipbetweenthebrandanditscustomers了解消費(fèi)者者與品牌的的獨(dú)特關(guān)系系Definingtheareaswherethebrandcanintensifytheimpactithasonpeople’’slives確定品牌可可以增強(qiáng)其其對(duì)人們生生活影響的的接觸點(diǎn)HowWeGetThere如如何達(dá)到到？2FromBrandScantoChallenge從品牌掃描描到挑戰(zhàn)WheretheBrand’sProblemsLie

品牌牌的問(wèn)題在在哪里？BrandScan品牌掃描Challenge挑戰(zhàn)Equities資資產(chǎn)A360Degreebrandisacompositeofdifferent,inter-relatedstrengthsorequities一個(gè)360度的品牌牌是不同內(nèi)內(nèi)在相關(guān)的的優(yōu)勢(shì)和資資產(chǎn)的組合合Weusesixequitiestolookatabrandinacomprehensiveway我們運(yùn)用六六個(gè)方面來(lái)來(lái)觀察一個(gè)個(gè)品牌Weassessthestrengthsandweaknessesoneachasahealthcheckonthebrand就像品牌的的健康檢查查，我們得得到每個(gè)方方面品牌的的優(yōu)勢(shì)和弱弱點(diǎn)Image形象Goodwill商譽(yù)Product產(chǎn)品Customer消費(fèi)者Visual視覺(jué)Channel銷(xiāo)售渠道ACompositeofSixInterrelatedEquities6個(gè)方面面資產(chǎn)的組組合TheBrandTeamNeedsToKnowProduct產(chǎn)品Howtheproductperformancesupportsthebrand產(chǎn)品的表現(xiàn)現(xiàn)如何支持持品牌？Image形象Whetherthebrand’simageisstrongandengaging是否品牌形形象很強(qiáng)并并且吸引消消費(fèi)者？Customer消費(fèi)者Howstrongthebrand’scustomerfranchiseis品牌消費(fèi)者者的特權(quán)有有多強(qiáng)？TheBrandTeamNeedsToKnowChannel銷(xiāo)售渠道Howwellthebrandisleveragedinthetradeenvironment通路環(huán)境對(duì)對(duì)品牌的影影響如何？？Visual視覺(jué)Whetherthebrandpresentsaclear,consistentanddifferentiatingpresence是否品牌具具有清晰、、持續(xù)和差差異化視覺(jué)覺(jué)形象Goodwill商譽(yù)Whetherthebrandisendorsedbyinfluencersandthecommunitiesinwhichitlives是否品牌被被“影響者者”和社會(huì)會(huì)團(tuán)體所認(rèn)認(rèn)可？RecognisethisBrand?

辨認(rèn)這這個(gè)品牌WhatAreItsEquities?

什么么是它的資資產(chǎn)？UnusuallythisBrandwasbuiltwithnoadvertisingsupport通常這個(gè)品牌沒(méi)有廣告的支持HealthCheck:AmexversusDinersinHongKong

Amex和Diners品品牌健康檢檢查ImageGoodwillProductCustomerVisualChannelImageGoodwillProductCustomerVisualChannelHealthCheck:AmexversusHSBCVisainHongKongAmex和HSBC品品牌健康康檢查ImageGoodwillProductCustomerVisualChannelImageGoodwillProductCustomerVisualChannelNotUntilWeHaveAssessedWheretheStrengthsandWeaknessesoftheBrandAreonTheseSixEquities只有當(dāng)我們們了解品牌牌在6個(gè)方方面的強(qiáng)、、弱Canwestarttodeterminewhatthebrandcoulddotobestronger我們才能決決定做些什什么可以讓讓品牌變得得更強(qiáng)大AndcanwedefinetheChallengefacingthebrand我們才能確確定品牌面面臨的挑戰(zhàn)戰(zhàn)Equities資資產(chǎn)Equitiesarenotdisguisesforgroupcompaniesorcommunicationdisciplines資產(chǎn)不是一一群公司或或多種傳播播方法的偽偽裝However,differentdisciplinesclearlyhavemoreimpactonsomeequitiesthanonothers然而，不同的的方法在某些些資產(chǎn)方面會(huì)會(huì)比其他的方方法更有影響響力WhatWeUsetoHelpDiscovery我我們運(yùn)用什么么來(lái)幫助發(fā)掘掘？Thebackgroundofourbasicknowledgeandhomeworkaboutthebrand我們的基本知知識(shí)背景和關(guān)關(guān)于品牌的功功課AfacilitatedmeetingoftheBrandTeamincludingMindShare具有促進(jìn)作用用的品牌團(tuán)隊(duì)隊(duì)會(huì)議（包括括傳立）Stimuliselectedfromashuffledeckofquestionsacrosstheequitiestoprovokethinkingandfocusdiscussion(itdoesnotmatterwhichequitywestartthediscussionwith)激發(fā)思考和討討論的“撲克克牌”AndtheCompassDialasavisualprompt視覺(jué)化工具“指南針”StimuliQuestionsintheShuffleDeck:ProductEquity

“撲克牌”中的的問(wèn)題：產(chǎn)品品層面Whatmakesthisproductsuperiortothecompetition?這個(gè)產(chǎn)品優(yōu)于于競(jìng)爭(zhēng)品牌的的原因有哪些些？Doestheproductperformanceliveuptoexpectationsinallitsaspects?產(chǎn)品的表現(xiàn)符符合在所有方方面的期望？？Aretherethingsaboutthisproductwhich,ifbetterknown,wouldenhanceitsappeal?是否存在有關(guān)關(guān)這個(gè)產(chǎn)品的的某些事情，，如果大家都都知道，可以以增加這個(gè)產(chǎn)產(chǎn)品的吸引力力？StimuliQuestionsintheShuffleDeck:ProductEquity“撲克牌”中的的問(wèn)題：產(chǎn)品品層面Doesthisproducthavetheoptimumprice-valueequation?是否這個(gè)產(chǎn)品品具有最佳的的價(jià)格--價(jià)價(jià)值比？Ifthereisarangeofproducts,howdotheyclarifyorconfusetheproposition?如果有一系列列產(chǎn)品，他們們是否讓主張張變得更清晰晰或者更混亂亂？Ifyouhadafreehand,arethereanythingsabouttheproduct(presentation/design/sizeetc)youwouldchangetomakeitmoreattractive?如果你可以自自由發(fā)揮，是是否有任何何你希望改變變的方面，（（包括：設(shè)計(jì)計(jì)、尺寸等）），讓這個(gè)產(chǎn)產(chǎn)品更具吸引引力？Example:JaguarIsaQuirkyBrand

例子子：Jaguar是一一個(gè)詭異的品品牌Theengineersbuiltbackfeaturesintotheproducttoreinforcethisproductequitye.g.aninstrumentdialinaunusualplaceOrtherubberduckonthesideofthebathintheConradHotelStimuliforImageEquity形形象層面Arethevaluesorattitudesthisbrandownsrelevanttothemarkettoday?品牌所擁有的的態(tài)度和價(jià)值值是否與今天天的市場(chǎng)有關(guān)關(guān)？Doesthebrandleadorfollowtrendssetinthemarketplace?品牌是否引領(lǐng)領(lǐng)或追隨在市市場(chǎng)中的潮流流？Whofeelsclosesttothebrand-adiscretegroup,orawiderangeofpeople?哪些人與品牌牌最接近？部部分人群還是是廣泛的人群群？Towhatextentisthebrandpresentedinadistinctivemannercomparedtothecompetition?與競(jìng)爭(zhēng)品牌相相比，品牌的的風(fēng)格獨(dú)特到到哪種程度？？StimuliforImageEquity形形象層面Isthereastrongideaunderpinningthebrand’’simage?在品牌的形象象背后，是否否存在一個(gè)很很強(qiáng)的“IDEA”？？Towhatextentisthebrand’sshareofvoiceaninfluenceonitsimagestrength?品牌的“SOV”對(duì)品牌強(qiáng)弱的的影響有多大大？Ifthereisimageweakness,isitbecausethebrandisbeingwronglypresentedornotsupportedintherightway?如果存在形象象上的弱點(diǎn)，，是因?yàn)槠放婆埔藻e(cuò)誤的方方式被呈現(xiàn)，，還是沒(méi)有以以正確的方式式被支持？Example:PondsSkinLighteninginJapanWeigheddownwitha‘‘grandmother’scoldcream’’reputation重負(fù)“祖母的的冷霜”的形形象Neededtoskipagenerationtorejuvenateimage,andappealdirectlytoanewgroupofyoungwomen需要跳過(guò)一代代，讓品牌形形象得以重生生。并且直接接吸引新一代代的年輕女性性DoubleWhiteskinlighteningcreammadePond’sonceagainseemaninnovator(afterfollowingthetrendsforageneration)雙重美白霜讓讓Pond’s又一次被看作作創(chuàng)新者StimuliforCustomerEquity

消費(fèi)者者層面Atwhatpointintheirlives,andforwhatreasons,docustomersstartandstopcomingtothebrand?在生活中的哪哪些點(diǎn)？基于于何種原因？？消費(fèi)者開(kāi)始始接觸品牌或或不再接觸本本品牌？Isthebrandpopularamongstthepeoplewhoshouldbeitsnaturalusers?在品牌的自然然使用者中，，本品牌是否否被廣為接受受？Inlookingfornewcustomers,towhatextentisthebrandtargetingitsbestvolumeopportunity?在尋求新的消消費(fèi)者時(shí)，品品牌目標(biāo)達(dá)到到它潛力的多多少？Whoismoreimportanttoinfluence,thepurchaseroruserofthisbrand?誰(shuí)對(duì)品牌更有有影響力？品品牌使用者者還是品牌的的購(gòu)買(mǎi)者？StimuliforCustomerEquity

消費(fèi)者者層面Whatisthevaluetothebrandofitsbestormostloyalcustomers?品牌忠實(shí)消費(fèi)費(fèi)者對(duì)品牌的的價(jià)值是什么么？Isthebrandover-dependenteitheronitsloyalcustomersoraconstantarrivalofnewusers?是否本品牌過(guò)過(guò)分依賴(lài)于忠忠實(shí)消費(fèi)者和和新進(jìn)消費(fèi)者者？Isthisbrandgettingitsfairshareofthecustomer’swallet?是否本品牌得得到其應(yīng)該得得到的份額？？Doesthisbrandtreatitsbestcustomersascustomersforlife?是否該品牌對(duì)對(duì)待它最好的的消費(fèi)者如同同生活中的消消費(fèi)者？InMostCountriesNestléEnjoysUniqueCustomerEquityAdvantagesLinkedtoItsProductPortfolioArangecoveringawidesetofneedsacrossfamilylifestages,frommotherstobetosenioradultnutrition涵蓋大范圍的的家庭生活所所需，從母親親到高級(jí)成人人營(yíng)養(yǎng)Umbrellabrandingextendingintomanyaspectsofthecustomer

’slife(unlikeUnilever)品牌擴(kuò)展到消消費(fèi)者生活的的很多方面Thereforetheabilitytorealisethevalueofthecustomerinportfolioandthroughtime有能力了解消消費(fèi)者的價(jià)值值StimuliforChannelEquity

銷(xiāo)售渠道道方面Doestheexistingmixofdifferentchannelsworktothebestadvantageofthebrand’ssalesandimage?現(xiàn)有的不同銷(xiāo)銷(xiāo)售渠道的組組合，是否否給品牌的銷(xiāo)銷(xiāo)售和形象帶帶來(lái)最大的好好處Aretherenewpotentialchannelstoexplore?是否有潛在的的銷(xiāo)售渠道可可以發(fā)展？Withinthecriticalchannels,isthebrandeffectivelydistributedanddisplayed?在重要的銷(xiāo)售售渠道，品品牌是否被有有效的鋪貨及及展示？Dosalesforceandchannelactivityworkwelltogether?銷(xiāo)售力量和渠渠道活動(dòng)是否否配合得很好好？StimuliforChannelEquity

銷(xiāo)售渠道道方面Cansalesleadsbetracediftheyaresoldthroughthechannel?銷(xiāo)售痕跡跡是否可可以被追追蹤到？？Howimportantisthebrandtothechannel,andhowdoestheTradefeelaboutthebrand?本品牌對(duì)對(duì)銷(xiāo)售渠渠道的重重要性如如何？銷(xiāo)銷(xiāo)售渠道道對(duì)品牌牌的意見(jiàn)見(jiàn)如何？？Whatdopotentialcustomersknowaboutwheretofindthebrand,andisitenough?潛在消費(fèi)費(fèi)者是否否知道在在哪里可可以買(mǎi)得得到本品品牌？這這是否足足夠？AreBusinessPartnersworkingtothebestadvantageofthebrand?商業(yè)伙伴伴是否給給本品牌牌最大的的益處？？Howeffectivelydoesafter-salesservicesupportthebrand?售后服務(wù)務(wù)如何有有效地支支持本品品牌？AmexCanshowrelativelyweaknessinchannelequityStimuliforVisualEquity

視覺(jué)覺(jué)方面Towhatextentisthebrand’’slookandfeelalignedtothecorporatevision&valueswhichunderpinthebrand?品牌的外外觀和感感受與公公司遠(yuǎn)景景及價(jià)值值觀的緊緊密程度度如何？？Istherelationshipbetweencorporateandproductbrandsworkingoptimally?公司品牌牌與產(chǎn)品品品牌之之間融合合得是否否最好？Lookingattheproductbrand,howwellarticulatedarecolours,logos,symbolsassociatedwiththebrand?與品牌有有關(guān)的色色彩、logo、符號(hào)等是是否闡述述得夠清清楚？Doallthevisualaspectsofthebrandgiveacontemporaryfeel?Oracategory-leadingimpression?品牌所有有的視覺(jué)覺(jué)方面是是否有當(dāng)當(dāng)今的感感覺(jué)？或或者是否否覺(jué)得有有一個(gè)品品類(lèi)領(lǐng)導(dǎo)導(dǎo)者的感感覺(jué)？StimuliforVisualEquity

視覺(jué)覺(jué)方面Isthebrandpresenteverywhereintheoutsideworld?本品牌在在外部世世界是否否得可以以看得見(jiàn)見(jiàn)？Howstrongisthevisualimpactofthebrandinstore?品牌在店店頭的視視覺(jué)沖擊擊力有多多強(qiáng)？Towhatdegreearealltheaspectsofthebrand’svisualpresenceconsistentwitheachother?品牌視覺(jué)覺(jué)各個(gè)方方面的一一致性如如何？BeforeEnterpriseDevelopedaNewVisualIdentityforHKPost,NameCardsWereAllDifferent香港郵政政（視視覺(jué)整合合以前））ByContrast,theStrongVisualEquityofAmex相反，美美國(guó)運(yùn)通通卡有很很強(qiáng)的視視覺(jué)資產(chǎn)產(chǎn)StimuliforGoodwillEquity商商譽(yù)方方面Arethereanysocialtrendswhicharelikelytoincreaseordecreasedemandforthebrandinthefuture?是否存在在任何社社會(huì)趨勢(shì)勢(shì)，在將將來(lái)會(huì)影影響到對(duì)對(duì)本品牌牌的需求求增減？？Arethereanyexternalissueswhichaffectthisbrand,eitherpositivelyornegatively?Cananybecreated?是否有外外部觀點(diǎn)點(diǎn)會(huì)影響響到本品品牌？（（正面面的或負(fù)負(fù)面的觀觀點(diǎn)）能能否創(chuàng)造造這樣的的觀點(diǎn)？？Whointheworldatlargehasabiginfluenceonthisbrandorthedecision-makingofitsconsumers?誰(shuí)對(duì)這個(gè)個(gè)品牌有有最大的的影響力力？對(duì)消消費(fèi)者購(gòu)購(gòu)買(mǎi)決定定有影響響力？StimuliforGoodwillEquity商商譽(yù)方方面Howfavourableisthemediacoveragethisbrandreceives?這個(gè)品牌牌得到的的媒體方方面的照照顧有多多好？Howdoprofessionalexpertsfeelaboutrecommendingthebrandtoothers?專(zhuān)家在推薦薦這個(gè)品牌牌時(shí)的感受受如何？Doesthebrandpubliclyliveuptoitspromises?是否這個(gè)品品牌符合它它的承諾？？Isthebrandagoodcitizenofthecommunity?本品牌是否否是一個(gè)良良好的社會(huì)會(huì)公民？Howdothebrand’’sownemployeesfeelaboutbeingassociatedwiththebrand?IstheirbehaviouralignedwiththeCEO’svision?當(dāng)與本品牌牌有聯(lián)系時(shí)時(shí)，品牌牌自己雇員員的感受如如何？ExampleFrom:J.NasserSentFriday,November19,19991:41PMToFordEmployeesandothersYesterday,BillFordandIspentmuchofthedaywithagroupofourseniorleadershipdiscussingoneofourkeyareasofcompetitiveadvantage--corporatecitizenshipTraditionally,manyofushaveconsideredcorporatecitizenshipasphilanthropyandvolunteerprograms.Letmeassureyouitismuchmorethanthat.It’’saboutwhoweare,whatweofferinthemarketplaceandhowweconductourbusiness.It’’sourreputation…..Expectationsforperformancebylargeglobalcompaniesaremuchgreaterthanever.Itisnolongerenoughforusjusttoproducegoodproductsandemployandtreatpeoplefairly.Weareexpectedtohelpfindsolutionstotheenvironmental,socialandeconomicproblemsfacingtheworldXerox施樂(lè)30minutesafteraderangedemployeehadtakenaguntohiscollegueslastyearacompanystatementwasontheXeroxwebsiteTheCompassDial羅羅盤(pán)（指指南針）Isavisualprompttohelp360Degreethinking幫助360度思考的的視覺(jué)刺激激Dividedintosixsegments-eachcoveringtheelementsassociatedwithoneofthesixequities分割為6個(gè)個(gè)部分，每每個(gè)部分涵涵蓋該部分分的主要元元素Atthecentretheelementsaremorestrategic中心部分是是較戰(zhàn)略性性的Whatisthebrand’sstrategytowardscurrentusersversusnon-users與非品牌使使用者相比比，什么是是品牌針對(duì)對(duì)目前消費(fèi)費(fèi)群的策略略？TheCompassDial羅羅盤(pán)（指指南針）Aswemoveoutwardstheelementsbecomemoretangible越往外部，，元素變得得越來(lái)越可可操作Thequalityoftheloyaltyprogramme,thestrengthofthebrandidea忠誠(chéng)度活動(dòng)動(dòng)的質(zhì)量；；品牌““IDEA””的力度Ontheouterrimarethepointsofcontactthemselves-thephysicalplaceswherethebrandpresentsitselftothecustomer最外面的邊邊緣，是是與消費(fèi)者者的接觸點(diǎn)點(diǎn)；是品牌牌呈現(xiàn)自己己的物理地地點(diǎn)Listofelementsassociatedwitheachequity與每個(gè)方面面有關(guān)的主要要元素列表BrandScanHelpsUsDiagnosetheAreasofSicknessintheBrand品牌掃描幫幫助我們?cè)\診斷品牌的的弱點(diǎn)Forexample例如Keycustomerswhomthebrandisnotaddressingproperly品牌沒(méi)有照照顧好的主主要客戶(hù)Wherethebrandneedstobuildstrongerrelationships品牌需要建建立更強(qiáng)關(guān)關(guān)系的地方方Inconsistenciesinthevariouspointsofcontactbetweenthebrandanditscustomers品牌與其消消費(fèi)者在各各個(gè)不同聯(lián)聯(lián)系點(diǎn)上的的不一致性性UsingtheCompassDial

運(yùn)用用羅盤(pán)（指指南針）Useitasachecklistoftheanatomyofabrand作為解剖品品牌的“checklist”Seehowyourbrandstacksupagainstacompetitorbrandineachequity在每一個(gè)方方面，你的的品牌與競(jìng)競(jìng)爭(zhēng)品牌的的比較如何何？UsingtheCompassDial

運(yùn)用用羅盤(pán)（指指南針）Explorewhetherthecreativeideaisleveragedthroughoutthecompassandwhatthescopeisforinterplaybetweentheelements探索創(chuàng)意IDEA是否在羅盤(pán)盤(pán)上得以發(fā)發(fā)揮，各元元素間的相相互影響達(dá)達(dá)到哪種程程度？Askyourselfwhetheryourbrandhasweaknessesthatneedtobeaddressed-thecompassdialwillnottellyouthesolution.Butitwillpointyoutoadefinitionofwhattheproblemis自問(wèn)你的品品牌是否存存在弱點(diǎn)？？羅盤(pán)不會(huì)會(huì)告訴你解解決方法，，但可以以幫助你了了解問(wèn)題的的所在。DistillingtheDiscoveryDiscussion將將討論進(jìn)行行過(guò)濾IntoasingleChallenge挑戰(zhàn)Thebiggestchallengethebrandfaces品牌所面臨臨的最大挑戰(zhàn)ImageGoodwillProductCustomerVisualChannelSummarisingaBrandScanDiscussion:GuinnessSingapore品品牌掃描小小結(jié)（健力力士，新加加坡）HowtheProduct’sPerformanceSupportstheBrand產(chǎn)產(chǎn)品的表表現(xiàn)如何支支持品牌Product產(chǎn)品PeoplemeasureGuinnessagainstbeer,thereforeareunpleasantlysurprisedbyitsbitterness人們以啤酒酒的標(biāo)準(zhǔn)來(lái)來(lái)判斷Guinness，，發(fā)現(xiàn)它的味味道太苦，，不易接受受WhethertheBrand’sImageIsStrongandEngaging在在哪些方方面品牌形形象較強(qiáng)Image形象Guinnessisgoodforyoupersistsandisseenasold-fashioned“Guinnessisgoodforyou”有持續(xù)性，，但被認(rèn)為為過(guò)時(shí)Seriousdrink-needstolightenuptoinviteyoungerdrinkersintothebrand嚴(yán)肅肅飲飲品品需需要要讓讓年年輕輕消消費(fèi)費(fèi)群群進(jìn)進(jìn)入入本本品品牌牌HowStrongtheBrand’’sCustomerFranchiseIsCustomerPeoplecomelatetothebrandanoldman’’sdrink人們們接接觸觸品品牌牌較較晚晚，，是是一一個(gè)個(gè)老老年年男男性性的的品品牌牌Youngtendtodipinandoutofbrand年輕輕人人如如蜻蜻蜓蜓點(diǎn)點(diǎn)水水般般嘗嘗試試一一下下HowWelltheBrandIsLeveragedintheTradeEnvironmentChannel銷(xiāo)售售渠渠道道Focusesonextremes(hawkercentres&Western-stylepubs),leavingmiddlegroundChinesenightspotsunder-leveraged集中中在在終終端端YoungerdrinkerssurprisedifGuinnessisnotavailable-butforgiveoutlet&switchbrands沒(méi)有有““Guinness””年輕輕人人會(huì)會(huì)很很驚驚訝訝，，但但會(huì)會(huì)原原諒諒?fù)ㄍ仿范D(zhuǎn)轉(zhuǎn)換換品品牌牌WhethertheBrandPresentsaClearConsistentandDifferentiatingPresenceVisual視覺(jué)覺(jué)Blacknessisvisiblydifferent,strikingandsignifiesmasculinity黑色色是是視視覺(jué)覺(jué)差差異異，，意意味味著著男男性性In-barsignageisdusty酒吧吧內(nèi)內(nèi)的的象象征征是是灰灰塵塵WhethertheBrandIsEndorsedbyInfluencersandtheCommunitiesinWhichItLivesGoodwill商譽(yù)譽(yù)Campaignapproachirreverent,butdoesn’’tdomuchforthecommunityatlarge廣告告方方式式有有點(diǎn)點(diǎn)叛叛逆逆、、不不尊尊重重的的感感覺(jué)覺(jué)，，但但并并沒(méi)沒(méi)有有太太過(guò)過(guò)分分ButawarenessofIrishpubsintroducesan‘‘a(chǎn)uthentic’’feelwhichappealstotheyoung愛(ài)爾爾蘭蘭酒酒吧吧帶帶來(lái)來(lái)可可信信的的感感覺(jué)覺(jué)，，并并且且吸吸引引年年輕輕人人ImageWhethe