智威湯遜原版品牌培訓(xùn)資料.ppt

1、I believe in Brands,I believe people need Brands more than ever,I Believe.,Valuable brands are built by creating effective connections with people Every connection a brand has with people must deliver immediate results and build long Brand value The more human, profound, consistent and distinctive t

2、he connection between people and the brand, the more the brand will be valued This philosophy should drive everything we do to plan, create, manage & evaluate effective brand building communications.,Every brand needs a Brand Vision that connects the most potent human needs/wants/desires to the most

3、 compelling Brand offering.,Every brand needs a Branding Idea powerful enough to make an stimulating connection in all communications,Every brand needs a Total Communications Program that yields the best return on investment.,Inspiration Clarity Focus,People,Brand,How can we powerfully connect peopl

4、e and the brand?,What are the most potent human needs, wants or desires?,Brand,Connection,Brand,Scotch that is more colourful, fresher and writes its own rules. Scotch without the baggage of Scotland,Want to express maturity, achievement, power With the freedom and confidence to shape their own live

5、s,Drinkers,Brand,Bright Irreverent Sophistication,Video brings this Vision to life for all the Brand Team,“The epitome of military virtue. A group of smart, tough warriors that gain strength of mind, body and character through membership of an elite and proud Corps”,US Marines,Elite Warriors,“Pure p

6、leasure disguised as food”,Graceful,Animal,coloured fun,My chocolate,NutriGrain,Testosterone in a box,Advertising,Direct Marketing,Sponsorship Event Marketing,Public Relations,Design & Packaging,BRANDING IDEA,Gives the brand meaning and distinction for people,Promotions,A brand creates its own uniqu

7、e associations and values that connect the world of the brand with the world of its users. The most powerful relationships are created by two way communication, like a good conversation. A Branding Idea keeps the conversation fresh and stimulating although the objectives and communication channels c

8、hange. An Idea comprises The people that the brand converses with The communication connection that gives the brand meaning The unique creative expression that gives distinction,BRANDING IDEA,Who the conversation is between?,What do we say that makes the connection?,“.youll see how big everything is

9、”,What is the unique creative expression?,Everywhere has its own distinctive, vivid expression,To,A J. Walter Thompson Company BRANDING IDEA,Who is this idea connecting with?,What is the communication connection that builds belief in the brand?,1st,J&B shares with you a brighter, irreverent view of

10、life that is a stylish source of clever good humour,J&B shares with you a brighter, irreverent view of life that is a stylish source of clever good humour,IRON MAN FOOD,IRON MAN FOOD,The ultimate gift of love. Diamonds convey emotions we find difficult to express. Intense, mysterious, romantic.,Kit

11、Kat s understanding and humorous view of how we live mean it is the perfect companion to make a break more enjoyable.,Have a break, have a Kit Kat,Powerful metaphors and symbols of the righteous warrior (sword, eagle, knight.) connect the timeless value of fighting for freedom to todays elite corps.

12、,The look and feel of a European Cafe captures the sophistication of coffee that tastes as wonderful as its aroma,Thompson Total Targeting,Every connection a Brand has with people must deliver immediate results and build Brand value,Thompson Total Targeting,Which people offer the best return on inve

13、stment ? What behaviour change offers the best value? When, where and what context offers the best opportunity to connect with them? How can the Branding Idea be used in stimulating new ways to achieve this? Which vehicles offer the greatest efficiency at reaching these people and the most effective

14、ness for this communication? What total communication program yields the best return on investment?,Building the connection,Building the connection,BUILDING CLOSER CONNECTIONS,Magazine Advertisement,Magazine Advertisement,Airport Poster,Communication Program,Jacobs (Australia),Branding Idea,We must ensure every connection a Brand has with people drives short term sales and builds long term Brand value. We must ensure we have a Brand Vision to inspire, shape and focus all of the Brands activities. We must bring this to life wi