360度品牌管理

1、1 do you feel that you are. 你是否觉得你是. in the right industry? 在一个正确的行业工作? with the right agency? 在一个正确的公司工作? at the right time? 在正确的时间? 360 degree branding is a terrific opportunity for our brands, our clients its birth, growth, health and market value 肩负品牌所有责任的人，包括品牌的诞生、成 长、健康和市场价值 within every brand

2、 there is 每个品牌后面 都有一个 产品不是每个产品 都可以成为品牌 product 产品 tangible: you can touch it, feel it, see it 实际的：你可以触摸得到、感受得到、看得到 has physical attributes: styles, models, features, price 有物理的特性：样式、模型、外表、价格 has the right features to meet customer expectations of performance and value 有可以满足消费者要求的正确特性 but this is not

3、 sufficient 但这还不够. brand 品牌 the total experience of a product:一个产品的所有体验 personality 个性 trust信赖 reliability可靠性 confidence信心 a friend 朋友 status 地位 shared experiences 经验的分享 brand 品牌 a brand is a product which has earned a place in customers lives 品牌是在消费者生活中占得一席之地的产品 through perception, experience, beli

4、efs, feelings 通过认知、体验、信任、感受 . until a relationship is built .直到关系的建立 it is the sum of how customers feel about a product 它是消费者如何感受一个产品的总和 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-消费者关系是怎样的 brand audit 品牌检验 brand print 品牌写真 this is the established core of current brand stewardship 这是目前品牌管家的核心 brand a

6、udit品牌检验 identifies the intangible feelings, impressions, connections, opinions, memories the customer associates with the brand 确定消费者与品牌之间的无形的感受、印象、联系、观念、记忆等 where we are in the hearts of the brands customers 在品牌消费者的心中，我们在哪里？ is informed by research among customers; but filled in by ourselves 信息通过调

7、研来自消费者，但有我们自己填写 projective techniques elicit deeper associations 投射技术得出深层的联系 gathers insights that draw us into the heart of the customer-brand relationship : the brands dna, which is expressed as the brandprint 收集消费者洞察让我们进入消费者-品牌关系的核心：品牌dna，它通过品 牌写真来表述 revised brand audit questions 修正后的品牌检验问题 think

8、ing about the specific things that trigger this brands identity in your mind 想象一下哪些可以让你辨认出这个品牌的一些特定的事务 when you hear the brands name, what immediately springs to mind? 当你听到这个牌子的名字，那些东西会立刻出现在你的脑海中？ what else?还有呢？ visuals or images?视觉和形象？ packaging or product elements?包装和产品元素？ bits of communication?传播

9、的片断？ signs or symbols?标志和符号？ other brand lore?其他有关品牌的部分？ what kind of people do you associate with the brand, and how do you feel about them? 哪种类型的人会让你与这个品牌联系起来？你对这些人的感觉如何？ thinking about the feelings and emotions the brand evokes in you 想象一下这个品牌给你带来的感受和情绪 what specific feelings and emotions do you

10、experience in connection with using this brand? 当你和这个品牌有联系时，你体验到那些特别的感受和情绪？ what personal memories, experiences orassociations does this brand bring to mind? 这个品牌让你回忆起哪些个人的记忆、体验或联想？ what does this brand do for you in your life that other brands dont? 这个品牌在你的生活中做了哪些其他品牌无法做的事情？ what unique contributio

11、n does it make? 它带来哪些独特的地方？ what special perspective does it give you about using the category? 它带给你哪些有关试用这个类别产品的特殊的观感？ now stepping out of the role of the brands user, and considering all the implications of these insights 现在走出品牌使用者的角色， 考虑所有这些消费者洞察的启示 what do these insights suggest or signal about

12、the brand? 这些消费者洞察暗示了这个品牌的哪些方面？ what is the mood of the brand? 这个品牌的情绪是怎样的？ how do the feelings and emotions this brand evokes differ from those its leading competitor evokes? 这个品牌引起的感受和情绪与其它主要竞争品牌带来的有哪些不同 的方面？ brand audit helps us define the unique relationship between the customer and the brand 品牌

13、检验帮助我们确定消费者与品牌之间的独特关系 the brands dna expressed in a written 书面表达的品牌dna brandprint 品牌写真 when you write a brandprint you will almost certainly start with have too many words 当你开始写品牌写真时，你开始几乎 一定会从运用很多词句进行描述 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 当你细看及评估品牌写真时 remember neil frenchs story of the brill

16、iant carver of wooden elephants 记住neil french 关于伟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 它创造完美大象的秘诀是，去掉所有不是大象 的部分 examples of shorter brandprints 精悍的品牌写真-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和其他轿车的差别不仅在钢板和引擎技术 在于精神、热情和原创性 jaguar都是独一无二的 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 其他形成品牌写真的方法 a to z photomontage 图片集锦 a to z - a verbal bank using word association to artic

21、ulate suppressed feelings and emotions 运用词汇联系来表达潜在的感觉和情绪 can be used in addition to brand audit to enrich vocabulary 除了可以运用在品牌检验，还可以丰富词汇 e.g. bmw (new zealand) how it works 如何运用 generate word associations for the brand beginning with the letter a and write them down 将字母a开头的与本品牌有关的词汇都写下来 then for the

22、 letter b, then for letter c etc etc to z 接着字母b，字母c到字母z review your word bank 重新检视你的词汇银行 select one association for each letter 每一个字母选择一个有联系的内容 write a summary 写下小结 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 图片集锦-视觉银行 captures spontaneous/implicit perceptions 抓住自发的、有暗示意义的认知 very useful in understandin

28、g competitive differences 在理解竞争性差异时非常有用 can be used in addition to other techniques to enrich visual images 可以运用在其他技术上以丰富视觉形象 how it works 如何运用 take a pile of old magazines of all types 找出一对旧的各式各样的杂志 issue everyone with scissors 发给每个人一把剪刀 get the group to cut out pictures of images that seem relevan

29、t to the brand and form them into collages 让小组建下与品牌有关的图片，并将他们贴起来 ask each individual to explain their collage 让每个人解释他们的图片 summarise 总结 use for competitors too 对竞争品牌用同样的方法 what a brandprint is 什么是品牌写真 a vivid statement of the unique relationship that exists between a consumer and a brand 一句有关消费者和品牌间独

30、特关系的生动的陈述 the brands dna of its fingerprint 品牌指纹的dna the core truth and spirit 核心事实和精神 unique to the brand. impossible to transfer 具有独特性，无法被转让 a brandprint is not 品牌写真不是. a description of the brand 一个关于品牌的描述 a description of the advertising 一个关于广告的描述 a marketing objective 一个市场目标 a strategy 一个策略 a br

31、ief 一份简报 a wish list一份愿望表 a good brandprint 好的品牌写真 poetry not prose - 27 drafts everyone attempts, but one (usually creative) person is responsible for the final words每个人的努力，一个人 （通常是创意人员）负责形成最后文字 preparation is important. take a long walk, a bath, a glass (or two or three) of wine . 。散步、冲凉、喝几杯葡萄酒. 准

32、备工作很重要 mindset is critical. lock up the left brain, unlock the right思维设 定很重要。 锁上左脑，打开右脑。 explore all sensory dimensions - look, sound, smell, touch, taste探索所 有感官的方面看、声音、味道、触摸、品尝 feelings first, images next, descriptives last 感觉、其次是形象、最后是描述 第一是 writing a brandprint 撰写品牌写真 avoid yetisms like 避免转折语 tra

33、ditional yet curiously modern传统但现代 young hearted yet appealing to all ages 年轻人的心但适合所有年龄人群 avoid clich 避免官腔 in this fast-paced modern world, its nice to know that brand y is still offering z benefit 在这个快节奏的现代社会， 品牌y还可以提供z这样的好处真是太好 watch tired language注意滥用的词语 powerful or reliably effective or light, f

34、ine consistency 强有力的，或者可靠的效果，或者轻， 精美的结合 avoid tired language get some freshness in your words 避免滥用的词语你的词汇应具有新意 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 测试 distinctive与众不同 clear清楚 colloquial通俗的 truthful诚实的 colourful 有色彩 competitive advantages of brand stewardship 品牌管家的好处 open idea (not a black box) 开放的想法 participative参与 intuitive 直觉 relatively inexpensive

36、相对不昂贵 genuinely ogilvy 诚实的奥格威 beyond the brandprint 除了品牌写真 the brandprint is only the beginning品牌写 真仅是开始 it should influence everything you do on your brand 它将会影响到 你对品牌做作的每一件事情 it is not re-written very often它并不 会经常被修改 when put together with the challenge it should provoke the brand idea 方在一起，它可以激发品

37、牌idea 当与品牌挑战 team exercise 1 分组练习 pick the brand assigned to your group 根据各组被指定的品牌 review what you already know about it 重温你们对该品牌了解的所有内容 conduct a brand audit on it, 针对它作品牌检验 define the brand print 形成品牌写真 report back in one hours time 1小时后报告 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 为什么？ 360 only works if there is a strong idea behind it 只有背后存在一个很强的idea时，360 才会起作 用 clients buy our ideas not our process

39、es 客户买的是我们的ideas，而不是过程 we might want to show our wives our muscular bodies but not our exercise machines 我们想给妻子看的是我们健美的身体，而不是 我们练习时用的机器 unless we have a sense of what an idea is it is very hard to say whether any one idea is good or bad 除非我们知道什么是“idea”， 我们很难判断 某个人的“idea”是好还是坏 the classic definition

40、bisociation of two or more previously unconnected thought matrices 两个或多个以前不相关想法的组合 arthur koestler pareto didnt only think about 80/20 rules his definition. a new combination of old elements 旧元素的新组合 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 在广告中，idea来自于对产品知识的了解和 对生活和事件有常识的人两部分的组合 james webb young putting the elements together. our definition我们的定义 an unexpected combination of different thoughts which puts a partic

42、ular thing in a new and involving context 不同想法的一个意想不到的组合，它将一个特定 的事物放在一个新的联系中 st ra ng e or, to put it another way 或者从另一个角度 making the familiar 让熟悉的事务 and the strange familiar 和陌生的事物变得熟悉 think of some examples of ideas that grew out of combining familiar things in an unfamiliar way or 将熟悉的事物用不熟悉的方法组合

43、起来 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，被技术赋予同样的权利 putting this into the context of 360 degree brand thinking 将这些放在360度思考的框架内 challenge挑战 in order to meet our objective we have to 为了达到我们的目标，我们必须.

44、brandprint品牌写真 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执行 the techniques, properties and production values which convey the idea 可以传达idea的技术、道具、制作等 ibm challenge挑战 ibm as the underlyin

45、g fabric of the information age ibm作为信息时代的基石 brandprint品牌写真 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, 被技术赋予同样 的权利 execution (advertising) 执行(广告) subtitles provide a vehicle for overlaying techno- speak on ordinary speak taking i

46、deas across disciplines or media translation - adaptation only 转化 stretching - extending the idea in some 延展性 way, or using the new context to present the idea in a different light interplay 相互影响 - making the idea have impact in a different or deeper way execution 执行 techniques are not ideas 技术不是ide

47、a demonstration展示 slice of life生活片断 endorsement by personality 个性的背书 a property is an executional component that in time starts to signify the idea ideas and execution idea execution great 杰出 poor 较差 weak弱strong强 seven secrets for great ideas 杰出的idea得七个秘诀 1. defining the characteristics of great ide

48、as in the abstract will not help you create one in the slightest 从理论上去定义杰出的idea的特性，不会帮助你创造出 杰出的idea。 2. the best ideas come out of a process of “emotional smothering” of the creative team 最好的idea来自于创意小组的“情感窒息” 3. the creator of the idea often does not always recognize it as such himself 杰出idea的创造者，经

49、常自己无法辨识。 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 有很多阶段，好的idea会被放弃， 大部分是在我们内部 clients assess ideas relatively not absolutely 客户不会绝对的评估相关的idea research can kill good ideas but it can also save them 调研可以杀死好的idea，但也可

50、以拯救它。 the best creative ideas become strategic ideas rather than vice versa 最好的创意idea可以成为策略idea，相反的情况则不多 5 where have we got to? 我们已经知道什么？ we have interrogated the brand in a 360 way to find out its weaknesses - the challenge 我们已经从360度角度审视品牌, 寻找它的弱点-品牌挑战 we have explored the subjective aspects of th

51、e brand to arrive at a brandprint 我们已经发掘出品牌的主要方面, 形成品牌写真 putting the brandprint together with the challenge sparks the idea 品牌写真与品牌挑战一起, 激发出品牌idea we now have to take the idea out into the world of the customer and maximise their involvement 我们必须将品牌idea带入消费者的世界, 让品牌与消费者的融 入度达到最大化 creating a brand wo

52、rld 创造一个品牌世界 idea points of contact 接触点 brand world 品牌世界 what we are trying to do differently 我们试图有哪些不同的做法? conventional communication 传统的传播 single unconnected shots 单纯无联系 360 communicatio 360度的传播 creates a brand world which involves the customer 创造一个融入消费者 的品牌世界 an experience of the brand, not just

53、the delivery of a communication 品牌的体验, 非仅仅 讯息的传递 greater involvement is about 较强的融入度是关于 intensity 密集度 a particular point of contact making the idea shine brighter and thus involving the customer more 可以让品牌idea发光的接触点, 同时让消费者融入更深. interplay相互影响 different points of contact working together for greater

54、overall involvement 不同接触点共同作用, 以达到最大的融入度. multiple connections 多维联系 the idea connects with the customer in multiple ways - creating a sensory surround idea以多种方式与消费者相连接, 创造整体感 受 in the different encounters the customer has with the brand at different points of contact 不同的接触点, 消费者与品牌有不同的接触状况 we can cr

55、eate interplay between the encounters 我们可以创造它们之间的相互影响 we can use this interplay to intensify involvement 我们可以运用这些相互影响加强品牌的融入度 launching a new low cost credit card :the old way 低费用信用卡上市 (旧方式) launch tv commercial 上市电视广告 simultaneous press conference 同时举办新闻发布会 mail pack carries still from tvc 邮件外表来自tv

56、c this may be integration: it is not 360 thinking 这可能市整合的思考, 但不是360度的思考 launching a new low cost credit card: the new way 低费用信用卡上市(新方式) in editorial columns, a specially commissioned external report on the high cost of borrowing receives high coverage - creating an issue 专栏创造话题 launch tv advertising

57、 majors on a new kind of low interest card - capitalizing on the concern 电视广告形成关注 a mail shot makes an early bird offer and provides detailed competitive comparisons 邮件提供详细的比较 interplay相互影响 creating an issuemaking 创造话题 low interest rates 低利率 offering a solution 提供解决 方案 an offer drtv interplay throug

58、h time 时间上的相互影响 level 1 create issue创造话题pr公关公关outdoor户外户外 posters海报海报 3 wks establish idea建立idea events事件事件 print ads平面平面 radio create desire创造需求 电台电台 buses车身车身drtv level 2 inform & educate告知教育 drtv telemarketing电话行销电话行销 5 wks level 3 8 wks drive response 引导反应 activation & usage 行动和使用 solicitation p

59、acks take-ones web-site 网站网站 fsi welcome pack welcome call balance transfer mgm membership rewards x-sell getting the brandteam together 集合所有品牌团队成员 the second point when the whole team have to meet, including mindshare 第二次所有成员必须参加, 包括传立 a tank treatment to immerse ourselves in the world of the custo

60、mer 让我们进入消费者的世界 and explore how the brand can get involved in peoples real lives 探究品牌如何更多融入人们的生活 close your eyes and imagine seeing a fish 闭上眼睛, 想象你正看到一条鱼 now close your eyes again and imagine being a fish 现在再次闭上眼睛, 想象你自己变成一条鱼 being a fish, not seeing a fish 变成鱼, 而不是看着鱼 points of contact 接触点 explore